Posted on 08/31/2020 at 10:55 AM by Guest Author

Are you looking for a better way to promote your book? Discover why email marketing for authors is so effective and learn about the two ways you can get started.

Table of Contents 

Why Email Marketing for Authors Is Recommended

Although there are several marketing tactics you can use to sell more books, there’s one in particular you shouldn’t overlook: email marketing for authors. 

Here’s why...

A few months ago, we provided a list of current book industry trends that authors should be aware of. On that list, we noted that the need for active promotion by authors is high and email lists are increasing in value.

These trends are still relevant today. Moreover, they demonstrate that, as an author, you have a major role to play in the marketing of your books — and email is a tool you should be using.    

There are a number of benefits to utilizing this tactic, especially if you’re trying to draw more attention to one of your titles.

The following are just some of the most noteworthy benefits to email marketing for authors.  

It allows you to speak directly to readers.   

Unlike some other marketing tactics, email gives you greater control over who sees your content and when. The messages you send arrive in readers’ inboxes.

And although yours won’t be the only one they receive, there’s a lot less clutter in email than in, say, social media. This means you don’t have to work as hard to get their attention.

It’s an affordable method of marketing.

Chances are you have a budget in place for promoting your work. In that case, you need to make the most of your marketing dollars.

Email marketing is less expensive than other options such as Facebook ads, even factoring in the cost of promoting to another’s list or using a more robust ESP (email service provider). 

It’s easy to use.   

Though it’s important to put the time and effort into promoting your work, you don’t want it to take up your entire focus. After all, you have books to write!

The good news is email marketing is an easy way to get more eyes on your title. All you have to do is educate yourself on best practices.

It’s much less complicated than having to learn the ins and outs of a completely new tactic. 

Not quite convinced? Then it’s time to turn to data...

What the Data Says about Email Marketing

There’s a common misconception that email marketing is...well, dead. However, this couldn’t be further from the truth. In fact, email isn’t just alive and well — it’s thriving. And we have the data to prove it.

Here are some statistics from HubSpot and OptinMonster that demonstrate the ongoing value of email marketing:

  • There are 3.9 billion daily email users, and that number is expected to reach 4.3 billion by 2023.

  • Approximately 99% of email users check their email every day.

  • Roughly 92% of online adults use email.

  • Of email users, 58% check their email before looking at social media or the news.

  • 42.3% of Americans subscribe to email lists to receive savings and discounts.

As you can see, there’s a lot of potential in email marketing for authors. With so many people routinely checking their email, it just makes sense to be where they are — in their inbox.

Moreover, it shows that there’s a definite opportunity in offering an ebook for free or at a discount. Doing so can pique recipients’ interest and encourage them to take advantage of your deal.  

Email Marketing Benchmarks You Should Know 

Whether you’re sending emails yourself or paying to take advantage of another’s existing list, you should familiarize yourself with email marketing benchmarks. 


Because it helps you understand what to look for in terms of performance. Armed with this knowledge, you can make improvements to your own approach or select the right outside party for your needs. 

Open Rates 

As you may have guessed, open rates indicate what percentage of an audience opens the emails they receive. The higher the number, the more interest recipients have in the emails being sent. 

According to MailChimp, the average open rate across industries is 21.33%. 

How to apply: If your own open rates are significantly lower than this average, you should work on improving your subject lines, personalizing them and making them relevant to your subscribers.

Click Rates

Click rates, on the other hand, tell you what percentage of delivered emails get at least one click. The greater the percentage, the more interesting and relevant your audience finds your emails. 

Based on MailChimp data, the average click rate across industries is 2.62%. 

How to apply: If your click rates are on the low side in comparison, you need to work on providing subscribers with high-quality content and making link text more compelling. 

How to Use Email Marketing to Promote Your Book 

When it comes to email marketing for authors, there are two ways to go about using it to promote your book: creating your own list or paying to access another entity’s list. 

Let’s look at the pros and cons of each... 

Creating Your Own List 



  • It takes time to build an email list. 

  • You need to develop a schedule and send various types of emails. 

  • You have to keep track of your data and ensure your quality score doesn’t decline. 

Paying to Access Another Entity’s List 


  • You can put your work in front of thousands of avid readers. 

  • Depending on the site, you can include a link and start building your own list. 

  • It allows you to focus on writing instead of growing your own list. 


  • You don’t own the list. 

  • You may have to allow more flexibility in promotion scheduling. 

  • Not all promotion sites are created equal, so you have to do some research. 

Ultimately, it’s in your best interest to have your own email list. That way, you can build a relationship with your readers and turn them into true fans.

However, it’s also worth taking advantage of a promotion site’s existing list. In addition to helping you build your list when you’re just getting started, periodically running promotions can get fresh eyes on your work.


There’s no doubt about it — email marketing for authors should be prioritized. By using this tactic, you can connect with readers, get the word out about new releases, and ultimately sell more books.

So, if you’ve been on the fence about email marketing, hop off on the right side and start using it to your advantage today.

(Want to see how email marketing can help draw attention to your work? Click HERE to promote your free ebook in our newsletter. You can even include a link to begin building your own list of subscribers.)

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