Not Using Email Marketing? Just Follow These Steps

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Not Using Email Marketing? Just Follow These Steps

If you aren’t using email marketing, you may want to rethink your book marketing strategy.

We know that social media is all the rage – and rightly so – but email marketing, according to Kissmetrics“crushes” social media.

Here are their findings:

  1. There are nearly three times as many user accounts for email as there are on Facebook and Twitter combined.
  2. Email is more personal. You can reach people right in their email inboxes and craft messages just for your readers.
  3. Email gets more attention, and the messages are more targeted.
  4. You can use your email marketing messages to sell books, services, and other products.

If you’re considering going the traditional publishing route, your publisher will ask you about your email list numbers. If you’re happy as an indie author, you need an email marketing program to keep in touch with your readers, announce new books, and solicit advance reviews.

There are several email marketing programs available, but the two most popular ones are MailChimp and AWeber. The pricing plans are similar, however, with MailChimp, you can start with a free program.

Early on in my career, I selected MailChimp, so that’s the program I’m going to show you how to use today.

email marketing

How to Get Going with MailChimp

The user interface on MailChimp is clear and easy to use. Start by signing up at Decide if you want a paid account, which comes with email-based support, or if you want to figure things out on your own and save some money for now.

Your first step will be to create and name a list so that you can send letters to your readers. Start with one list. The name for the list will only be available to you so you can call it Newsletter for My Awesome Readers or Newsletter List #1. You decide.

Before you work on the sign-up process, you should decide on and create a giveaway. It could be the first two chapters of your newest book or the first book in a series you’ve written. If you write nonfiction, it can be an ebook or a tips sheet. Again, you get to decide on what you think would most entice your readers to turn over their email addresses.

Once you know what your giveaway will be, turn it into a PDF and either create a landing page on your website for it or use a program such as DropBox or BookFunnel as your free file-sharing service.

Next, you’re ready to tackle the sign-up forms on MailChimp.

How to Set Up Your MailChimp Sign-up Forms

 To work on the sign-up forms, go to your list and on the far right, click the arrow, and click on Sign-up Forms in the drop-down menu.

email marketing

You’ll arrive at a page with various options. For this purpose, select General Forms and navigate to the page where you can edit the sign-up process for your list. These are some of the forms that we’ll focus on:

email marketing

To customize the sign-up form, click Edit. Below you can see my sign-up form.

email marketing

Next, you’ll want to customize a sign-up thank you email. See the language that I include in mine. Notice my message to readers who use Gmail.

email marketing

Next, you need to send an opt-in confirmation email. I also choose to customize this email with my logo.

email marketing

Next, I send a subscription confirmation email with the link to my freebie ebook in PDF format, Twitter Just for Writers.

email marketing

As a follow-up to the above email, I also send a confirmation email notice.

Now you’ll want to take the URL for signing up to your newsletter and give it to your webmaster so that she or he can create a widget on your website enticing your readers to sign up there.

This is what my widget looks like:

email marketing

Notice that instead of the word subscribe I use “I Want In!!” Also, I only ask for the email address. The less information you request, the more likely a reader will sign up for your list.

Send Your First Email Letter

Now that you have your list and your email sign-up sequence set up, it’s time to send your first email-marketing letter.

Go to campaigns and select Create Campaign. You’ll need to name your campaign and select your campaign type. Uaually, you’ll select Regular as your campaign type.

email marketing

You will automatically navigate to a page where you’ll select your list. The campaign name is for internal use only. The email subject line, which you’ll select next, is what your readers will see when they go to their inboxes.

You’ll have the option to auto-tweet the campaign or auto-post to Facebook. I discourage you from doing this. Auto-tweeting and auto-posting on Facebook will make those posts appear like spam, and it’s unlikely that your readers will engage with them.

Make sure the subject line entices your readers to open your email. Be sure to reach this post by HubSpotfor tips on how to write catchy email subject lines.

Once you decide on the email subject line, your next step will be to select a template. I use a simple text template because I want the newsletter to be readable in all formats. You can select a fancier template if you’d like.

The first time you create an email-marketing letter, you will arrive at your template, and it will have instructions from MailChimp. Erase the instructions and start your letter. Click on the headline or the email text so that you can click the pencil icon that will allow you to make edits and write your letter.

email marketing

Below you can see some similarities between MailChimp and your WordPress blog.

When you are ready to schedule or send the email, click confirm in the lower right, send a test email to yourself for editing, and then schedule the email for the date and time you prefer.  It’s best to send them at 6 am Eastern Time so that when people turn on their computers in the morning, your message will be there. Tuesdays through Thursdays are known as the best days to send your newsletter.

email marketing

If you’ve followed all of these steps, you’ve just successfully created and sent your very first email-marketing letter.

Social Media Just for Writers 2nd Edition

Whether you’re setting up your social media for the first time or wanting to take it to the next level, get the newest edition of Social Media Just for Writers.

This book is a very useful tool for writers looking to extend and reach their audiences. It has systematic detailed information about how to set up accounts and create a professional online profile and author branding. Recommended to anyone curious about why social media is still such a big thing for everyone, particularly for writers.


Frances CaballoAuthor of this blogFrances Caballo is an author and social media strategist and manager for writers. She’s a regular speaker at the San Francisco Writers Conference and a contributing writer at Frances wrote several social media books including Social Media Just for Writers and The Author’s Guide to Goodreads. Her focus is on helping authors surmount the barriers that keep them from flourishing online, building their platform, and finding new readers. Her clients have included authors of every genre and writers’ conferences. Not sure how you’re doing online? Sign up for her free email course.

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