Building a email list for authors and publishers can be a great help in targeting specific readers for their promotional efforts.
It’s a simple idea in theory. In order to obtain the contact information for potential readers or fans (ie, email addresses), free content such as bonus chapters, previews, or tips is offered in exchange. The email addresses are (usually) automatically gathered into a list where they can be followed up with promotional emails or newsletters through services like Mail Chimp or Constant Contact to further promote content in order to entice those subscribers into becoming buyers.
It can be an effective and proven marketing system, but it does take a lot of time and energy to implement. However, when used correctly, the results can be very successful, just look at bestselling authors like John Locke and Nick Stephenson. They were able to sell millions of books to their targeted readers using the email lists they built themselves.
Building the email list is not easy but it well pays off in the long run. There is much incentive for authors to build their own email lists in order to build their following.
Most readers are indifferent towards new authors at a time where about a million books, including self-published, are published each year in US alone. Out of these titles, more than 99 percent never see the light of the day.
In this scenario, ‘hope marketing’ is simply not going to work, and thus building the email list has turned out to be one of the most effective tools to attract the right readers.
When used correctly, email marketing can be up to ten times better than using social media to connect with your audience.
Read more about email marketing at Book Business Mag.