An email list is one of the most valuable marketing tools an author can have, yet many writers overlook it in favor of social media. While social platforms come and go, and algorithms can change overnight, an email list gives you direct access to your audience.
Unlike social media followers, email subscribers are people who have willingly given you permission to contact them. They’re engaged, interested in your work, and far more likely to buy your books than a random audience on a platform you don’t control.
Building an email list from scratch might sound intimidating, but it’s one of the smartest things you can do to ensure long-term success as an author. Many writers mistakenly believe that an email list is only useful after they have a book to promote, but starting early allows you to build relationships with readers so that when your book is ready, you already have a warm audience excited to buy.
If you wait until launch day to start thinking about how to reach readers, you’ll be scrambling to get attention rather than selling books. The first step to building an email list is understanding why it’s so powerful.
Unlike social media posts, which may or may not be seen due to ever-changing algorithms, emails land directly in a subscriber’s inbox. This gives you full control over how you engage with your audience.
You don’t have to rely on a platform deciding how many people see your updates. Whether you’re launching a new book, running a promotion, or sharing exclusive content, an email list lets you reach your readers whenever you need to.
To start an email list from zero, you need an email service provider (ESP). Free tools like MailerLite and MailChimp allow you to start with a basic list and upgrade as it grows.
These services make it easy to manage subscribers, send automated emails, and design visually appealing newsletters. While some authors attempt to manage their list manually using personal email, this quickly becomes overwhelming and lacks the automation needed to nurture subscribers effectively.
Once you’ve chosen an ESP, the next step is to offer an incentive for readers to sign up. People won’t give away their email addresses for nothing, so you need to provide value in exchange.
This is called a lead magnet, and it’s one of the best ways to attract new subscribers. Fiction authors often use free short stories, exclusive character profiles, or behind-the-scenes insights into their world-building.
Nonfiction authors can offer checklists, worksheets, industry insights, or bonus content related to their book’s topic. The goal is to create something that appeals directly to the type of reader you want on your list.
Your lead magnet should be highly relevant to your writing. A general “sign up for updates” won’t attract many people, but a specific, enticing offer will. For example, if you’re a thriller writer, offering an exclusive prequel short story featuring the main character of your novel will attract the right kind of readers.
If you’re writing a nonfiction book on productivity, a free “5-Day Productivity Challenge” or downloadable worksheet would be a strong incentive. The better your lead magnet, the faster your email list will grow.
Once you have a lead magnet, you need to set up a landing page or signup form where people can subscribe. Most email service providers allow you to create these easily. Your signup page should be simple, clear, and persuasive.
Instead of just saying, “Sign up for my email list,” give readers a reason to subscribe: “Get an exclusive short story + behind-the-scenes updates by joining my VIP reader list!” Make it about them, not about you.
Growing your email list requires getting your signup form in front of the right audience. One of the best ways to do this is by adding it to places where potential readers are already engaging with your content.
If you have a website, put the signup form on your homepage, in your blog posts, and on your “About” page. If you’re active on social media, pin a post directing people to your signup page.
Fiction authors can include a signup link in the back of their eBooks, encouraging readers to join for future updates and bonus content. Nonfiction authors can promote their list in articles, guest blog posts, or podcast appearances.
Another effective way to grow your email list is through cross-promotion with other authors. If you write in a specific genre, teaming up with authors who have similar audiences can help you reach new readers.
Newsletter swaps, joint giveaways, and promotional partnerships allow you to introduce your work to people who are already interested in your type of book. Readers are more likely to subscribe if they feel like they’re getting a recommendation from someone they already trust.
Once people subscribe, the real work begins. Many authors make the mistake of collecting emails but never following up. If months go by without contact, subscribers will forget who you are, and when you finally email them, they’ll be less likely to engage. Instead of treating your email list as just a way to sell books, think of it as a way to build a relationship with your audience.
The best way to do this is through a welcome sequence. When someone joins your list, they should receive an automated series of emails that introduce them to you and your work.
This doesn’t have to be complicated—a simple three-email sequence can work well. The first email should deliver the promised lead magnet immediately. The second email, sent a few days later, can introduce yourself, share your writing journey, and let readers know what to expect from your emails.
The third email can offer more value, such as book recommendations, behind-the-scenes content, or insights related to your book’s topic. This helps build trust and engagement from the start.
After the welcome sequence, keep your list engaged by emailing regularly. This doesn’t mean spamming them with constant promotions but rather sharing interesting updates, exclusive content, and personal insights.
Some authors email once a week, others once a month—what matters is consistency. If readers only hear from you when you have something to sell, they’ll lose interest. But if they feel like they’re part of your journey, they’ll stay engaged and be far more likely to buy when the time comes.
Another tip for keeping an engaged list is segmenting your subscribers. Most email providers allow you to tag subscribers based on interests, engagement, or past purchases.
If you write both fiction and nonfiction, you can segment your list so that fiction readers receive content about your novels while nonfiction readers get emails relevant to their interests.
If you write in multiple genres, segmenting allows you to tailor your messages so subscribers receive content that matches their preferences. This increases engagement and reduces the likelihood of people unsubscribing because they’re getting emails they’re not interested in.
Building an email list from zero takes time, but the results are well worth the effort. A well-maintained list of engaged readers is an author’s most valuable asset. While social media platforms change and advertising costs rise, your email list remains a direct line to people who genuinely want to hear from you.
The key is to start early, offer real value, and treat your subscribers like a community, not just a sales list. Authors who invest in building an email audience before publishing set themselves up for stronger launches, better long-term sales, and a sustainable writing career.
Until the Next One…
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