(See Part 1: The website)

Despite complaints about inbox overload and spam, surveys show consumers consider email the least intrusive of direct marketing tactics. When someone signs up for your messages, they’re inviting you into a personal space that’s largely competitor-free (unlike a search results page). And unlike social media, your list is yours to keep.

An author website is essential. But it’s the emails you send that remind people you are there, nudge them about new work, and drive sales at key moments. Let’s look at how to get your email newsletter up and running, and how to grow your list of followers.

Choose your email platform

MailerLite is free for <1,000 subscribers, with unlimited email sends. A popular choice with authors, it includes automation, customisable signup forms, drag-and-drop email builders, landing pages and a visual workflow editor. (Automation is when you set up emails to send in response to an automatic trigger, such as a pre-prepared welcome email that automatically fires when someone signs up for your newsletter.)

The interface is clean and intuitive, and you can segment your list to target different reader groups. As often, you need a paid plan for some features like advanced automations and additional templates.

Podia is free for < 100 subscribers and goes up in tiers after that (e.g. $7/month for <500 subscribers). This all-in-one platform combines email marketing with a website builder, online course hosting, and product sales. Podia’s email features are more limited than some dedicated email platforms, but it’s a one-stop shop with minimal setup.

Mailchimp’s free tier caters for <500 subscribers and <1,000 sends per month. Known for its detailed analytics, it offers a basic website builder, with a large library of templates. Automation on the free plan is limited to a single-step welcome email.

Kit’s (previously ConvertKit) free tier accepts <1,000 subscribers, with unlimited landing pages, forms and email sends, and the option to sell digital products directly via email. Simple automation tools let you build multi-step welcome sequences, tag subscribers by interest, and personalise content. Advanced integrations and templates are available on their paid plans.

Web platforms such as WordPress and Squarespace allow you to embed an email signup form or pop-up for an email list. Some include built-in mailing features but these may be quite basic, so many prefer to use a dedicated platform like MailerLite or Kit in parallel. But you’re not tied in anyway – you can always move your list elsewhere any time.

Signup and welcome

Your website is a key funnel to your email list. Put your sign-up form on the home page, in the footer, and on book pages. Review your sign-up copy to incentivise and reassure people, e.g. ‘Get a free short story when you sign up for my monthly newsletter’. Some people literally say things like, ‘I promise I will never spam you!’. You can add in humour and a splash of personality – lots of inspiration here and here.

Spend some time on your signup landing page and welcome sequence, which can then be automated. A typical 3-message flow might be – 1. Deliver the promised freebie. 2. Introduce yourself and your work. 3.Offer a sneak peek or bonus.

Cadence and content

Send at least monthly so that you stay on people’s radar – any less and you could trigger unsubscribes as people may not remember signing up. Consistency is important too, so that people get used to you and maybe look out for your messages.

Think about what you want to say in your emails. Some senders alternate editorial messages with more commercial ones, others find ways to combine them. Short and sweet is fine – if you have more to say, save it for the next send. This guide from publishdrive has lots of ideas about what content to include.

Grow your list

To build your list organically, promote your signup incentive wherever you have a digital presence – social media, Medium, in your own email signature, at the back of your ebooks, in guest posts on other sites. Some ARC sites such as Voracious Readers Only will share your ebook with advance readers in exchange for an email address.

Track and test

Most platforms offer open and click rate data, which you can use to help you shape future emails. You can also play with simple AB tests, for example testing the effectiveness of different subject lines.
 

Dan Brotzel’s latest novels are Thank You For The Days and The Wolf in the Woods. He also writes widely on Medium