EMAIL MARKETING & BUILDING A FAN BASE
How to make it work for you as an author
Email marketing is an effective, relatively cheap way to engage your readers and potential readers.
And it's a proven method, with stats showing that on average for every $1 spent on email marketing the average return is $40. In 2012, a consumer survey found that 77% of people preferred to receive information from permission-based promotions via email versus 6% preferring to receive it via social media.
So how do you make it work for you as an author?
Think about email marketing as a way to not only increase direct sales but to continue to build a relationship with your readers. Your email marketing attempts will only work if you are writing targeted emails to an audience that have already shown an interest in you and your books. You need to put yourself in their shoes when you are writing the emails. If they have shown an interest in you already, its likely that they want to keep up to date on what you are doing (e.g. 'tease' them with extracts of upcoming work) and find out about any special offers you are running.
How do I build a fan/reader database?
Everywhere you go, everything you do, keep in the back of your mind that you are looking to keep these people engaged long term. Here are some ideas to get you started:
- Prepare a form that people can fill out to be on your list at speaking events, church/group meetings and book tours
- Have a 'Subscribe to my newsletter' button on your website
- Collect business cards
- Offer a prize to anyone who shares your newsletter with their friends
- Mention your newsletter in your other marketing strategies i.e. Facebook, blogs
If you are interested in finding out more about how to make email marketing work for you, we can help you get your campaign started and offer advice on building your networks. Visit our services page to find out more.