Email Marketing for Authors: How to Build an Author Email List

Are you starting from zero with your email list? Don’t worry – you’re in the right place! Building an author email list from scratch might sound daunting, but email marketing is one of the best things you can do to connect with readers.

In today’s blog post, we will walk you through the best ways to build your author email list, from the first subscriber to a loyal community of readers who can’t wait for your next book.

1. Pick your email tool

Let’s start with some good news — today, there are plenty of tools that can help attract new subscribers. They can help you create catchy pop-ups, buttons, quizzes, and more on your author’s website or blog. 

Let’s dive in and check them out.

1. Claspo – It’s a versatile popup builder with 700+ templates and a simple drag-and-drop editor, perfect for creating eye-catching pop-ups without coding. With A/B testing, geotargeting, and easy integration with email services, it’s an effective tool for turning website visitors into subscribers.
2. Retainful – You can use its pop-ups and lead magnets to offer free chapters or exclusive content, enticing readers to subscribe. Its referral programs can encourage your existing audience to share your work, expanding your reach.
3. HubSpot – This is an excellent tool to manage reader relationships with CRM and landing pages, allowing you to personalize communication and track engagement for tailored updates and promotions.
4. OptinMonster – You can capture potential readers with OptinMonster’s exit-intent pop-ups, offering free samples or exclusive content to convert visitors into subscribers before they leave your site.
5. Typeform – Create interactive and conversational forms to capture reader information. Its user-friendly interface allows you to design engaging surveys and quizzes, making the sign-up process enjoyable for your audience.

By the way, if you don’t have an official website, you can try Substack as the primary platform for attracting potential readers. It’s a mix of a blog and newsletter service. Learn more about Substack’s benefits for indie authors in our post.

2. Create an irresistible freebie

Creating a freebie is one of the most powerful ways to draw in potential readers and grow your email list. You must give something so valuable and intriguing that people happily hand over their email.

What kind of freebie can you offer your potential subscribers?

• Exclusive short side story
• First chapter preview
• Deleted scenes
• Printable recipe inspired by the book
• Book trivia challenge
• A list of favorite writing resources
• Writing prompt collection
• Character development worksheet
• World-building checklist
• Dialogue tips cheat sheet
• Editing checklist
• Genre-specific guide
• Daily writing planner
• Upcoming release sneak peek
• Step-by-step guide on how to self-publish a book

You can also try creating fun and interactive quizzes (using Typeform, for example) where the results are sent to readers’ emails. Or, offer a mini email course, with bite-sized lessons landing in their inbox each day. Both are fantastic lead magnets that bring readers closer to your world while growing your email list.

Step 3. Build a landing page for your freebie

A landing page is a single page with one job: to get people excited about your freebie and convince them to trade their email for it. Pay attention to the following elements while creating it:

Structure

• Start with a bold headline highlighting your freebie, like “Get Your Free Short Story and Step Into [Book Name]!” 
• Add a short subheadline teasing the benefits, such as “Exclusive content you won’t find anywhere else!” 
• Include a visual of your lead magnet, bullet points showing its value, and a clear CTA button like “Download Now!” 
• Keep the sign-up form simple (name and email), and consider adding testimonials or social proof to boost credibility.

Extra tips

• Focus on clarity – your landing page should make the value of your freebie obvious at a glance. 
• Avoid distractions by removing extra links or navigation bars. 
• Experiment with headlines and visuals to see what resonates most with your audience.

Step 4. Set up an automated welcome email

When someone subscribes to your newsletter, they can get a welcome email right away. You’ll need to use email marketing software to set up automation and create a welcome email for your subscribers.

A single email is great, but a series of emails is even better! A welcome sequence helps you introduce yourself, share what you’re all about, and keep your new subscribers excited to hear from you.

Here’s a simple plan for your welcome sequence:

• Email #1: Deliver the freebie
• Say thanks for subscribing.
• Share the freebie you promised – either as a link or an attachment.

• Email #2: Get to know you
• Introduce yourself properly.
• Share a bit about your books, your writing journey, or whatever makes you unique.
• Let them know what they can look forward to as part of your email list.

• Email #3: A little extra something
• Offer a discount on your books, a special deal, or an exclusive sneak peek of something exciting.
• Use this email to show your subscribers they’re part of something special.

This kind of sequence is easy to set up and works wonders for building a connection with your audience.

Step 5. Get the word out about your freebie

Once you’ve created a fantastic freebie, it’s time to spread the word and let your audience know about it. How to do it?

• Social media
• Design visually appealing graphics showing your freebie. Include an image of your lead magnet  and a clear CTA like “Download it for free!”
• Use captions that tease the value of your freebie. For example, “Curious about what happens before [Character’s Name]’s adventure begins? Get the exclusive prequel story for free!”
• Post about your freebie on Instagram, Facebook, X, or TikTok – wherever your target audience spends time. Adjust the tone and style for each platform.
• Pin your freebie post to the top of your profile on platforms like X or Facebook to keep it visible.

• Your website and blog
• Add a banner or popup on your website advertising the freebie.
• Write a blog post about your freebie, explaining what it is, why it’s valuable, and how readers can get it.

Step 6. Network with fellow writers

Connecting with other writers is a game-changer for growing your email list, expanding your reach, and making your mark in the indie author world. Let’s overview some ways to network with writers.

• Join writing communities
• Participate in writing groups on platforms like Facebook, Reddit, or Discord.
• Engage in conversations, share advice, and support fellow authors.

• Write guest posts
• Offer to write guest posts for other authors’ blogs or newsletters. Topics could include your writing process, genre trends, or tips for readers.
• In exchange, include a link to your freebie or newsletter signup. For example, “Want more insights like this? Grab my free guide [or short story] here!”

• Host joint webinars or online discussions
• Collaborate with authors to host a virtual event, such as a Q&A, writing workshop, or book discussion. Promote your freebie during the event.

There is one more fantastic way of collaborating with authors to build your email list. We’ll talk about it in a second.

Step 7. Swap newsletters with other authors

One of the smartest strategies is teaming up with other authors in your niche for newsletter swaps.

Here’s how it works: you promote their book, freebie, or lead magnet in your newsletter, and they do the same for you in theirs. It’s a win-win – you both get exposure to a whole new audience without spending a dime. Plus, readers love getting recommendations from authors they already trust.

Moreover, some platforms make finding newsletter swap partners easy:

• StoryOrigin – This platform is specifically designed to help indie authors collaborate. You can browse a database of authors in your genre looking to promote their books or freebies. StoryOrigin also tracks results, showing how many clicks and sign-ups your swap generates.
• BookFunnel – Besides delivering freebies to readers, it offers a group promo feature where multiple authors team up to promote their books together. By joining these group promos, you can expand your reach significantly and build your email list faster.

Here is a little tip when choosing a partner for newsletter swaps – pick an author in your genre whose readers would love your books too. Also, the swap will feel seamless if they have a similar audience size and vibe.

Step 8. Entice potential subscribers with giveaways

Hosting a giveaway is a fun and effective way to grow your email list. Offer an exciting prize: a signed copy of your book, exclusive swag, or a bundle of books in your genre. Make a subscription to your list one of the rules to enter giveaway.

To make it super easy, include details about the giveaway right in your sign-up form. For example: “Sign up for my newsletter to enter the giveaway for a signed copy of [Book Title]!” This way, potential readers know exactly what they’re getting and are more likely to subscribe.

Step 9. Set up email segmentation

Email list segmentation might sound technical, but it’s easier than you think and super important. We’re talking about it right now because you must set up this function at the beginning of your email marketing journey.

People will join your list from various places: giveaways, reader magnets, ads, or your website. So, not everyone will know you the same way. Segmentation will allow you to create more personalized newsletters so people will get better impressions and experiences. 

There are different ways of dividing your subscribers. The first one is to separate casual guests from real fans:

• For casual subscribers, like those from giveaways, start with a friendly welcome and slowly introduce them to your books and story to build a connection.
• For dedicated fans or intentional sign-ups, like people you met at events, create a special group. These readers are great for early reviews or helping spread the word during launches. Sending tailored emails keeps everyone interested and engaged!

You can also segment your subscribers based on the specific features:

1. By source of sign-up – Giveaway, reader magnet, event, social media, etc. Adjust your messaging to their level of familiarity with your work.
2. By geography – You can add personal greetings like “Hey Chicago readers!”
3. By email activity – Active, dormant, or new subscribers.
4. By freebie downloaded – If you offer multiple reader magnets, create segments each. Later, you can ask readers how they like a piece of specific information.
5. By preferred content type – Let readers choose what they want to hear about: book releases, blog posts, writing updates, or exclusive freebies. Create preferences in your sign-up form.

You can invent your own segmentation criteria based on your experience communicating with readers.

Step 10. Keep sign-ups easy

Finally, make it as simple as possible for readers to join your email list. Your subscription button should be easy to find and stand out on your website or landing page. Place it in noticeable spots like the header, sidebar, or as a pop-up. Use clear, inviting text like “Get My Free Short Story” or “Sign Up for Exclusive Updates.”

Keep the form short – just ask for a name and email. Too many fields can discourage sign-ups. A clean design with a bold button ensures readers can subscribe without hassle.

Summing up

Thus, building an email list is one of the most powerful tools for authors to connect with readers, grow their fanbase, and promote their books. You can create a loyal community that supports your writing journey by offering valuable content, engaging with your audience, and using special tools and software.

Do you already have an email list? How do you find new subscribers? Share your experience in the comments.