April 11, 2018 • Aerio Staff
Connecting with your fans and potential readers should be a major component of your sales and marketing plan, but by this point you already know that. You're on social sites like Facebook, Instagram, Twitter, LinkedIn, and maybe even Pinterest. You've got your author website and a regular blog up and running. What else is there? Your email author newsletter!
Author newsletters help you build relationships with your reading audience. Relationships are all about creating connections, and sending a regular email newsletter is a fun way to do just that. But building relationships with your readers doesn't happen overnight; it happens by making meaningful and regular connections. Frequent emails or a constant barrage of tweets that link to outlets selling your book is not endearing to potential readers. In fact, you might get blocked if you don't try something different. A monthly newsletter can help you cultivate relationships with current - and future - fans.
Newsletters are very inexpensive to start and maintain. When you consider other expenses that are, or could be, part of your sales and marketing strategy, the cost of sending email newsletters is minimal. You can more or less build an email list for free and there are several email marketing platforms that are inexpensive compared to your return on investment.
You can gain analytics that improve your marketing efforts. Sending a newsletter through an intuitive platform gives you valuable data on reader engagement. Data analytics are instrumental when it comes to reaching the right audience, at the right time, in the right way. Sure, you can count the "likes" on a Facebook post, but that's nothing compared to kind of data feedback you'll get from sending an author newsletter to a targeted list.
Determine the frequency of your newsletter. Will you and can you send your email newsletter weekly, monthly, or quarterly? Don't commit to more than you can handle and be consistent. Tell your readers what they can expect and follow through with the plan.
Determine what information to include. You have a myriad of options when it comes to content, some of which will remain fairly static (such as your social media links) and some that will always be fresh. Are you stuck? Consider the following ideas:
Use data analytics to perfect your newsletters. Track how often your emails get sent to a spam folder or are deleted without being read. Pay attention to the content that garners the most attention and click-throughs. Use data science to improve and update your newsletter where necessary.
Now it's time to put your plan in motion! Keep your author newsletters short and keep them coming. When it comes to selling books, author-reader connections are paramount to sending readers to the checkout page. Author email newsletters are a great tool for building connections; why not start yours today?