4 out of 5 stars: This book is for any writer who wants to learn more about the marketing side of the industry. You don’t have to have a book out yet. In fact, you should be reading this and implementing the advice before you publish so you can reap the benefits of having a mailing list. But regardless of where you are, if the idea of self promotion makes you want to curl up in a ball and die, or you’re trying to promote yourself and it’s not sticking, this book has useful advice. There’s not a ton of business jargon, so it’s accessible and a relatively quick read. One star deducted because it’s easier said than done to execute some of these tips, and in my experience, mailing list success simply comes down to luck and previous existing visibility, but it’s still a solid primer.
Why you need a mailing list and what it needs to accomplish: If you have spent any amount of time throwing your work into the void of the internet you’ll know that persuading people to read your work is difficult. Convincing them to buy it is harder. The world is already so inundated by advertisements that people don’t want to see one more annoying self-promo, but that’s what it takes for people to realize you even have a book in the first place. The point of a mailing list is to cut out the middleman of social media or advertisement services and talk directly to people who will hopefully become your fans. People also tend to check their emails, or at least take them more seriously than social media posts, depending on your target audience, so if you can persuade someone to add one more to the top of their teetering inbox, you’ve already won their loyalty and readership on some small level.
How to pick a provider and set up an onboarding sequence: There are about a million provides out there to collect and store email addresses, and send out automated welcome sequences and scheduled campaigns. This part of the book walks you through the strategy of how to pick one that works for you, and what first steps to walk new members through before adding them to your regular list.
How to choose your target audience and convince people to sign up (hint: the answer is bribery): The target audience for your books is hypothetically the target audience for your mailing list, but as I mentioned before, nobody wants more emails cluttering up their inbox unless they’re really worth something valuable. You have to decide what you’re going to give them that’s worth that sacrifice.
What makes a good bribe? For authors, this is usually a short story or some other bookish merch, but whatever you offer, it should be exclusive, free, completed, and related to your other work. This section of the book gives you some ideas of how to offer “cookies” that will entice the right readers to sign up and stay signed up.
How to get people engage or re engaged: What do you write about? How often do you send out the emails? What are you putting in your subject line? Do you include images or emojis? Whether it’s an art or a science, every line of the email can influence whether someone clicks the links you include, deletes it immediately, or hits the unsubscribe button.
I read this book when I was first starting my mailing list over a year ago. Upon rereading it, I realized I had so much missed potential in the automation and landing forms I originally had set up, and immediately rehauled my entire system. I’m still offering the same thing (new short stories every 3 months), but now the onboarding process should be a lot more informative and seamless than it was before. I can highly recommend this book to any author who’s looking to improve their marketing, regardless of if you think you know all the tricks already. If you want to sign up for my Fancy! New! Improved! mailing list to get an audio drama of “Edge of Infinity” next week, you can register with this link. You can find Tammi Labrecque’s other books on her Goodreads, including a sequel to Newsletter Ninja called “If you give a reader a cookie.”
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