An article I recently read stated that the most effective digital marketing tool is your email list. According to the author, email is the most effective tactic for building awareness, boosting sales, and keeping a following. If so, I am missing a great opportunity in my author platform–my email list contains less than 80 names. So how do I build my email list?
I have several blogs, and each has a “Subscribe to Blog via Email” block in the sidebar. These are rather blah. Redesigning them so they are more obvious might help. I use MailChimp to collect the addresses, which is free up to 2000 addresses. Aweber is a premium autoresponder/email collector, but it costs $19/mo.
But having the mechanics in place and great content doesn’t guarantee that people will sign up for your emails, as I have learned. At first, I did not want to bribe my readers by offering them a freebie, but you can see that this thinking was not very effective.
I now realize that I must provide an irresistible reason for my readers to buy into my email list. Perhaps I can offer a sample of my book, a monthly drawing, or something of value that compels them to sign up for the offer.
You may wonder why an email list is such an important asset. First it is the only direct line of communication to your readers that you own. Your followers on Facebook, Google+, Twitter, etc. are dependent on that social media. If they take the site down, you loose your contacts. What if they start charging for communicating to your followers? Both of these are unlikely scenarios, but what if?
Secondly, those who sign up for your emails are interested in what you have to say or in your books. They are your fans, and you want to keep the relationship growing by communicating directly with them on a regular basis. Emails also provide your fans with personal access to you, which can be very gratifying. I have had interesting discussions with my readers about various topics. Occasionally I get feedback telling me how my book has affected them, and this is so validating.
Ways to grow the email list
- At book signings, lectures, and presentations, offer a drawing for a book as incentive for providing the email address. Everyone loves the opportunity to win a free gift.
- Add a sign-up prompt at the end of your book. For e-readers, provide a link to your sign-up page.
- Add a sign-up link to you email signature.
- Include a sign-up link in your bio on Facebook and Twitter or when guest posting.
Developing a list is only half the equation; using it consistently is the other half. I plan to write a monthly newsletter. If this proves too much, I may extend the time.
What you can do with an email list
- Email blast about limited-time sale price promotions or book launch.
- Keep readers up to date on your next’s book progress.
- Provide awesome content.
- Discuss what you are doing (including the personal). Don’t be too serious, making it fun for your readers.
- Include links to articles or book reviews you’ve written or found interesting.
- Ask your readers their opinion via a poll or other stratagem.
- Offer tips.
- Encourage your readers to talk about your work.
- Provide a means to have direct contact with you (“just reply for more information” or “tell me what you would like me to discuss in the next email”).
What I’ve learned from other people’s emails
Whatever you do, keep it related to your readers’ interests. You don’t want them to unsubscribe.
Have a format that clearly identifies you. If you have a brand, use it in the email. One of my favorite marketing emails comes from Joan Stewart, The Publicity Hound. Her emails usually have four sections, including a “Hound Video of the Week.” The tone is light and friendly. Because of the tone, consistency, and good advice, I always open the emails.
Keep it short and formatted for easy quick reading. If you have lots of information to share, consider sending your emails more frequently.
Have fun.
Resources
- The Most Effective, Most Used, and Most Budgeted for Digital Marketing Tactics
- How Authors And Writers Can Build An Email List For Marketing
- The Writer’s Guide to Building an Email List
Do you use an email list? How do you expand your lists? What works best for you? Do you consider it the most effective digital marketing tool? Please comment.
