What is email marketing?
Email marketing is when authors keep in touch with fans directly via email, using specialist software that sends regular newsletters and one-off campaigns in bulk. It is the single most effective way to turn casual readers into repeat buyers and lifelong fans. Best of all, it’s a channel you can 100% control — unlike ads, social media, or Amazon algorithms.
With email marketing, you can announce new releases directly to existing readers and promote upcoming deals or events. You can build a rapport with fans by sharing behind-the-scenes updates, and you can sometimes source reviews and ARC readers from your subscriber base.
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Cat H.
23+ years of content marketing experience offering proven marketing strategies for self-help, children's, fiction, & Christian titles.
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Marquina I.
Helping authors sell more books with 100+ Amazon reviews in 30 days! Let’s turn readers into reviewers & boost your success. 📚✨
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Eleanor P.
An award-winning book marketer and coach with 11+ years experience. Detailed sales-focused strategies, audits, social media, ads and more.
Request a quoteHow does email marketing work?
To get started with email marketing, you’ll need to:
- Choose a mailing list provider. Reedsy cofounder and book marketer Ricardo Fayet recommends MailerLite to most new authors.
- Create a sign-up form and two exclusive reader magnets that readers can only get their hands on by signing up. Your “warm” magnet is for existing fans and can be a deleted scene, bonus epilogue, or author Q&A. Your “cold” magnet targets new readers with a free first chapter, short story, or educational resource. Create one sign-up form for each magnet and share them both on your website and socials. You can also add your warm magnet to the back matter of your book(s).
- Set up welcome automations. Create two emails that trigger automatically whenever a new reader subscribes to your list. Each one should deliver the relevant reader magnet (e.g., via BookFunnel), thank the user for subscribing, and introduce your newsletter. You can also schedule follow-up emails, e.g. to try and convert cold leads into readers.
Once you’re set up, you can start experimenting with a regular newsletter (once or twice a month is fine). Compare open rates and click rates to see what content performs best. If you have multiple series or genres, you can also segment your subscribers into groups that receive different newsletters.
Find out more
Free course: How to Set Up and Grow Your Author Mailing List by Ricardo Fayet
Blog post: How to Build an Author Email List in 6 Simple Steps
Get help from an email marketing specialist
If all that sounds a little overwhelming — or you simply don’t have time to learn how to do it properly — you can hire an email marketing specialist to help get your mailing list up and running.
On Reedsy, meet professionals who have worked on marketing campaigns for the likes of James Patterson and R.F. Kuang. All the marketers on our marketplace have been handpicked for their industry experience and their proven ability to help authors sell more books.
Assemble your team
Request quotes from up to 5 professionals in your genre with a free Reedsy account.
An email marketing specialist can:
- Recommend the best mailing list provider for your needs
- Help you set up an account and integrate it with your website and socials
- Design sign-up forms that will appeal to your target audience, and offer advice on strategies for growing your subscriber base
- Create automated email sequences optimized to convert readers into buyers
- Segment your subscribers into groups to ensure no followers receive irrelevant emails
- Help you develop a plan for your content
- Suggest how to refine your campaigns based on your open rates, click rates, and unsubscribe rates
If you already have a mailing list, a specialist can also analyze your current performance and find ways in which you can improve acquisition, engagement, and conversion.
Here’s what our authors have to say about working with Reedsy marketers:
Reedsy reviews
If it were possible to give you six stars, we would. Robin was incredibly professional and helpful through the entire process. She went above and beyond in every sense, taking the time to clearly explain what services she offered in clear, plain language, and offered incredibly helpful advice eve...
Allison Wheeler A.
Vicky was insightful, active, and professional, delivering a very thorough plan that I could use to promote my book. She also answered any questions that I had, both throughout the process and after I received my marketing plan. I would absolutely recommend her!
Maria Lua B.
How to find the right email marketer
All the marketers on Reedsy are good at what they do — but not all of them are a good fit for every author. When browsing and shortlisting marketers, follow these tips:
- Start looking early. It’s never too soon to set up your mailing list, even if you haven’t finished writing your first book. In fact, you should aim to have your list in place months before your launch. Bear in mind that some of our marketers get booked up weeks in advance, so don’t wait until the last minute to start your search.
- Choose a marketer who specializes in your genre. Different target audiences respond to different types of campaign. Use the filters on our marketplace to search for email marketers with knowledge of your readers’ behavior.
- Communicate your needs. In your request, explain whether you already have a mailing list and whether you’re looking for one-off help or ongoing practical support. This will ensure professionals respond with accurate quotes.
