Hello chaps,
I just received this email, better known as every marketer’s nightmare - when you press send on your newsletter mailing without checking that the personalisation works (particular for subscribers who haven’t given all of their details).
We’ve all been there - I emailed 20,000 subscribers with Dear [First Name] [Surname] - really enjoyable few minutes while my blood ran cold.
Anyway, it got me thinking about email marketing across the book business and wondering why it is still not considered a high priority by many. Especially when you consider that EVERY other business still uses email as the unique identifier for their customers and prospects. And the fact that the likes of Twitter, LinkedIn, Netflix, eBay, AirBnB and Amazon send so many emails, suggests this is still one of the most effective ways to direct people to their content.
Don’t get me wrong, creating great newsletters takes time, thought and planning - this isn’t a job for the last half hour of the day. What often suffers is the subject line and the small amount of copy that people can see in their inbox before clicking. I get quite a few newsletters with subject line ‘Publisher name’s monthly newsletter’. I mean, why? You get about 35 words of copy to encourage your subscribers to open your newsletter - they need to pack a punch.
Here are a few that I think work hard:
Penguin RandomHouse is leagues ahead of the other big publishers in terms of email marketing and plenty to learn from them. Thought this one was fun.
Yes, I subscribe to a lot of ebook deals newsletters and the fact they all look so similar (and uninspiring) suggests this approach can also work. We know BookBub emails are very effective. (Although, I certainly wouldn’t encourage authors or publishers to take this approach). That said, clearly the optimum time for these newsletters is between 2.30 and 3pm.
Authors, especially indie authors, put a huge amount of effort into building their lists, smart use of automation and personalisation. They then use their newsletter subscribers to build early readers, VIP clubs and a group of engaged and active readers - what’s not to like?
The key thing I haven’t mentioned is that emails SELL books. I set up Lounge Books two years ago and I send fairly regular newsletters to my 3500 subscribers - I have sold over 2000 books. Not life changing, but still 2000 books. (You can read a case study of one of my newsletters here.)
If you’d like further reading on author newsletters, these are worth your time:
Building your author newsletter lists - Lounge Marketing
Why Your Book Marketing Plan Should Include a Newsletter - Penny Sansevieri, A Marketing Expert
How to Use Your Newsletter to Build Engagement and Fan Loyalty - Science Fiction & Fantasy Marketing Podcast
Cheers chaps
[My First Name] x