Your book is out—now what? Don’t expect it to fly off the shelves. You have to cultivate an audience and create a buzz. Email marketing has emerged as one of the most effective book marketing tools for authors. You can promote your books and engage with your audience directly, increasing sales. And with a robust email distribution list, publishing a bestseller becomes a more achievable goal.

Publishers look for safe bets, so new and up-and-coming authors must build their fan base and credibility from the ground up. Let’s explore ways you can improve your email marketing efforts and prove to publishers your book is worth the investment.

Defining Your Ideal Reader Audience

The first step in developing an email distribution list is determining who should be on it—i.e., identifying your target audience. While you’d like to think everyone will enjoy your book, that simply isn’t realistic. You wouldn’t target a vegan audience for a collection of barbecue recipes just because they can cook!

The theme and genre of your book will likely direct you to your general audience. After all, each genre has its own loyal following. From there, you can further pinpoint who your marketing strategies will target. Start by analyzing your existing readership or those who read similar books:

• What traits do these readers share?
• Do most of the readers belong to a certain demographic?
• Do your readers have similar values, interests, and lifestyle choices?

In addition, use social media to engage with readers directly. Participate in forums related to your genre. Pay special attention to reviews and discussions to better understand your target audience’s interests and preferences.

With your ideal reader identified, you’ll know where to focus your marketing efforts. Authors who flesh out an audience as detailed as their characters will often find communicating and connecting with their target market easier.

Creating an Effective Book Marketing Landing Page

To increase the entries in your email distribution list, have a landing page for your book ready to take names. This is one of the main ways you’ll capture contact info and is often the jumping-off point for your email marketing efforts.

Ensure the landing page is optimized for mobile devices. Specifically, it should be easy to read on various screen sizes, load quickly, and function as on a computer.

The landing page should also immediately grab the audience’s interest. Hook them with a compelling introduction and description that appeals to both new readers and long-time fans. Use eye-catching images and keep the message clear and concise. In addition, include a persuasive call to action (CTA) that encourages readers to sign up for email updates and purchase the book.

Signing people up for your email distribution list is easier if an incentive is attached. Just make sure your offer aligns with your reader subgroups. For instance, a casual fan would appreciate a discount on their next book purchase. But a loyal fan might prefer a sneak preview of the new book or a way to reserve an advanced copy.

Creating Compelling Email Content

Okay, you have your target audience, and you’re growing your email distribution list. How do you turn readers into loyal customers? By filling your emails with compelling content.

Start by understanding why your readers signed up for your emails. They likely want updates on new book releases and events you might attend. Then, include your perspectives on the upcoming book. What led to its creation? Did any historical or personal events inspire the plot or a scene? What should fans expect in the new book? These snippets can keep fans hooked without giving too much of the plot away.

For newer fans, send information that introduces the author and the world they’ve created. In addition, offer incentives such as discount codes or free companion guides to nudge them toward conversion.

Keep communicating with your audience regularly, even if you have nothing newsworthy to share. For instance, providing a series of stories covering the book, the author, and even previous works can sustain reader interest. Pattern the tone to reflect the author’s distinct style to sustain the connection with fans.

What’s more, including references to the writer’s world suggests a familiarity shared only by loyal followers. And most importantly, make sure your emails have a personal touch. No one—especially super fans—wants a cold message that anyone could have written.

Finally, when it comes to email marketing, testing is everything. A/B test every element—subject line, CTA, images—to optimize the content for lead conversion.

Email Distribution List Segmentation and Personalization

When communicating to distinct market segments, make sure each group receives the message intended specifically for them. Sending a generic message that assumes readers have the same familiarity level can backfire. Why would diehard fans want discounted prices for previous books?

There are two essential strategies at play: segmentation and personalization.

Let’s start with segmentation. Automation tools can separate loyal followers from casual fans and prospects. By segmenting your list, you can send custom messages for each audience demographic and provide offers that cater to their interests.

In addition, book marketers should utilize personalization when communicating with subscribers. Emails tailored to the recipient can forge a powerful connection and drive book sales.

For instance, avoid generic salutations like “Dear Reader” and instead use their first name. Automation software can go through your email distribution list and personalize every message. You can also use details about each recipient to personalize promotional offers and purchase recommendations.

Keep Your Email Distribution List Engaged With Compelling Content

You’re a writer! Don’t subject your fans to boring email marketing messages. Instead, treat them to an engaging email newsletter with interesting and informative content about you and your work.

Need help? Daily.ai can boost your email marketing campaign through artificial intelligence (AI)-powered newsletters. Rather than spending time and money writing various newsletters, you can produce quality content in minutes and at a fraction of the cost. With better content, you’ll increase your open rate as you build your email distribution list.

Learn more about how Daily.ai can improve your email marketing. Schedule a free demo with our team today.