How to Start a Mailing List to Entice Your Readers

As a self-published author, marketing your own book in this day and age can be daunting to say the least. The guidance available on the internet is confusing and, more often than not, useless. Many advisors and self-proclaimed marketing experts point to social media as the only possible source of profit, but that’s not always true.  

As David Gaughran wrote in his marketing guide to author platform, “the advice seems to be as basic and useless as this: 

Step One: Get social media followers somehow 
Step Two: ??? 
Step 3: Profit! 


Even if step two were more detailed, this is still a pretty bad plan.” 

Does this sound familiar? Fear not. Today, we’re here to guide you through the first step to get readers to buy your book: a mailing list. A mailing list is the most effective way to build a relationship with your readers that lasts over time. Here is what you need to do to create one: 

• Buy your domain name and start a website: First of all, you need a website to establish your online presence. Investing in your own domain name is key.  
   
  Make sure you choose a platform that is straightforward and easy to use. WordPress is probably your best bet, but there are alternatives such as Wix or SquareSpace. If you’re a beginner, you might prefer an inexpensive solution that’s easy to put together and maintain so as not to take too much time away from writing. In this respect, it’s important to point out that you do not need a blog if that’s only going to be a hindrance, detracting from the book you’re working on. 
   
• Get a hosting package: There are plenty of hosting packages available to suit your needs; just find the one that works for you! If you have a WordPress website and you’re looking for a stress-free hosting solution, we recommend Bluehost, SiteGround or GreenGeeks.  

 

• Start a mailing list: You can now set up a mailing list. There is an abundance of software to help you manage the messages you want to send your readers. The most popular is Mailchimp (or Tinyletter), an easy and free drag-and-drop e-mail builder, but there are options. Alternatively, you might want to use a hosting package such as Constant Contact that offers you both a website and a mailing list for a complete marketing solution. With GetResponse, you can also create landing pages and sales funnels to further promote your book. Always keep in mind, though, that your main focus always has to be your book. Marketing is important, but don’t get carried away! 
  
  Dos and Don’ts of a Mailing List
  

One of the advantages of e-mail marketing is that you are in full control of what your readers get, and that’s precisely why you need to learn how to get the most out of it. Here are a few dos and don’ts of email marketing: 
 

• DON’T treat your readers simply as customers. Try to build a meaningful relationship with them to make them stay. A welcome e-mail when they subscribe to your mailing list is a good first step.  
   
• DO share personal insights. In the age of social media, following someone on Twitter is much less of an investment than letting someone into your inbox. You have to make it worth their while.  
   
• DON’T write emails only when you need to promote your new book. Stick to a schedule (e.g. a monthly newsletter) and get creative. 
   
• DO advertise exclusive events and freebies. This is a great way to keep your current readers and entice new ones to subscribe. Freebies might include prequels, deleted scenes or Spotify playlists you use while writing.​

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Creative Ideas for Your Newsletter 

Here are a few ideas to get you started on your first newsletter. Nothing is off-limits, but remember to monitor what your readers want and ask them for feedback, especially in the beginning.  
 

• Have different sections or stick to one topic – you can have some permanent sections in your newsletter such as a short bio, latest blog posts or events, or you can write a proper letter to your readers exploring a different topic each time.  
   
• Share fun facts of your life as a writer – readers love to know what’s going on behind the scenes! 
   
• Share what inspires you – whether that’s your Pinterest board or the story of how you became a writer.  
   
• Discuss your research process and provide downloadable resources – chances are that many of your readers are also writers. Why not share the nitty gritty of your writing process with them? 
   
  
• Make sure your readers know where to find you –share your schedule of public events and interviews. 
   
  
• Give book recommendations – readers are always looking for the next book to read, so sharing what you’re reading is always a good idea. You might also want to start a book club to create your own community! 
  

 
Hopefully, now you know how to get started with your very own author newsletter. Want to find out what the next steps of promoting your book are? At Rowanvale Books, we offer a variety of services to help you build your audience of readers. You can find out more here about our Marketing & Aftercare services or get in touch with us.  ​