EMAIL EMAIL MARKETING MARKETING FOR WRITERS WITH WITH RACQUEL RACQUEL HENRY & HENRY & VALERIE WILLIS VALERIE WILLIS
Please note: No part of this presentation should be reproduced without the written consent of the presenters or Writer’s Atelier. 2
RACQUEL HENRY Writer: The Writer’s Atelier Little Book of ● Writing Affirmations + various online and print venues Founder + Editor at Writer’s Atelier ● Founder + Editor at Black Fox Literary ● Magazine Professor of Creative Writing and ● Composition I/II 3
VALERIE WILLIS Author of the Cedric Series, Tattooed ● Angels Trilogy + various print anthology publications + Public domain remakes Editor of the Demonic Wildlife Anthology ● Series Founder of Battle Goddess Productions ● Lead Typesetter at Salem Author Services ● Online Community Manager + Instructor ● at Writer’s Atelier 4
WHAT IS YOUR ULTIMATE WRITING GOAL? 5
Why is an email list crucial? ⬗ Name recognition ⬗ Drives traffic to your website ⬗ Builds loyal relationship w/your readership ⬗ Has the potential to make you money ⬗ Book Reviews (21%) 6
COLD AUDIENCE VS. WARM AUDIENCE 7
Common Myths ⬗ “I need a book to market/build an email list ⬗ “I don’t want to be “salesy.” ⬗ “I don’t want to annoy anyone.” ⬗ “Can’t I just post on social media?” ⬗ “I don’t want to share my personal life.” 8
Strategies 9
SIGN UP FOR AN EMAIL MARKETING SERVICE 10
EMAIL SERVICE PROVIDERS ⬗ MailChimp ⬗ TinyLetter ⬗ ConvertKit ⬗ Constant Contact ⬗ MailerLite ⬗ Drip ⬗ AWeber 11
CHOOSE ONE GOAL ⬗ Sell Books/Gain book reviews ⬗ Sell additional products/services ⬗ Get clients for freelance writing 12
GET TO KNOW YOUR READER Get specific on audience: ⬗ Reviews Amazon/Goodreads/Blogs ⬗ Use social media to connect (Hi, Instagram!) ⬗ Hold conversations at live events KNOW, LIKE, TRUST 13
CREATE INCENTIVES FOR SIGN-UPS Free chapter/Book/First book in series ⬗ Audio file ⬗ Curated reading list ⬗ Challenges ⬗ Curate related fan sights (FB Group/Hashtag) ⬗ Story background (prequel) ⬗ Subscribe to get the ending ⬗ Short stories/Novellas/Mini Books ⬗ Bonus content related to characters (sketches/artwork) ⬗ Exclusive content in general (behind the scenes) ⬗ 14
CHOOSE A CONTENT STRATEGY (FOCUS EACH WEEK) 15
THE RULES OF ENGAGEMENT How do you keep readers interested/involved? Book Launch Team/Street team ⬗ Live writing process (streaming) ⬗ Let readership help make decisions ⬗ Weekly newsletter ⬗ Appearance updates (interviews/features) ⬗ Your stories (series, cliffhangers) ⬗ Reader stories/spotlighting readers ⬗ Teach what you know (Val’s fishing!) ⬗ Giveaways ⬗ 16
MAKE THE TIME. THIS IS PART OF THE JOB. 17
TIM GRAHL’S TIPS TO FIRST 100 SUBSCRIBERS ⬗ Invite your social media following ⬗ Add to your email signature ⬗ Make it number one on website (pop up) ⬗ Put it in your book ⬗ Ask new subscribers to share 18
DRIP CAMPAIGNS 19
WHAT IS A DRIP CAMPAIGN? ⬗ Automatic email system that keeps your email list engaged ⬗ Best to link to a launch page, landing page, or sign up page ⬗ Be sure to update and rotate content often 20
DRIP CAMPAIGN SEQUENCE First drip: confirmation/welcome letter/freebie ⬗ 3-5 days: Follow up on welcome letter. Share more about how you started ⬗ writing or check if they got freebie 7 days: More about who you are and where you want to be, ask for ⬗ feedback on freebie or double check they received it 14 days: Did you enjoy freebie? Did you read my book yet? Here’s some ⬗ great places to write reviews or drive traffic elsewhere 30 days: Share information – why reviews are important. Current tour schedule ⬗ 45 days: Book clubs, invites, ARC or early review opportunities ⬗ 60 days: Thank you for being here! A secondary freebie? Invite to VIP or Street ⬗ team 21
KEEP DRIP CAMPAIGNS GOING ⬗ Continue sending informative drips ⬗ “Did you know there’s a book 2?” “Discover it here!” “Read it already!” “Leave me a review here!” ⬗ “Hey, you’ve been here for a while, thank you for your continued support.” 22
MORE ABOUT DRIP CAMPAIGNS Drips and weekly/biweekly/monthly newsletter posts are two veins. ⬗ Be sure to update them often! ⬗ Drips should always be focused on the reader as an individual and ⬗ intimate one on one. These tend to be more reactive. Drip campaign = biggest response in regards to gathering reviews ⬗ Don’t be afraid to setup specialized drip/automated emails for ⬗ those who were part of a special event or certain book giveaway to remind them of reviews and feedback OR follow up and ask for hashtag, share photos of author, the book, or the event! Combining w/Bookfunnel & similar giveaway sites + joining digital ⬗ book bundles goes LONG way. BUT CLEAN IT UP! 23
MAINTENANCE DRIP CAMPAIGNS Monthly clear out of inactive subscribers ⬗ 3 months of inactivity (hasn’t opened any or last 5 or more ⬗ emails) Do this monthly ⬗ Saves money on subscriber based sites ⬗ Helps focus results, algorithms, AND keeps your newsletter ⬗ out of SPAM folders Shows your content is engaging and has a better chance of ⬗ selling and reaching your audience 24
MAINTENANCE DRIP CAMPAIGNS If you have inactivity spikes or a hard time with unsubscribers: Take a look at newsletters and drips ⬗ Adjust + test until you find the sweet spot for your ⬗ readership and genre Optimal active list with good drips and weekly ⬗ posts should pull 21% of them into book reviews! 25
SAMPLE DRIP CAMPAIGN RESULTS Cedric Series Book 1 Results: Jan 2018: 16 Book Reviews (Most through book review blogs) ● Jan 15 (after consulting with Alinka Rutowska): Launched first ● Newsletter for monthly version Jan 2019: 60 Reviews on book – NUMEROUS replies from drip ● campaign Today? There are 65 and it’s growing. Reviews still coming in ● from drip campaign and a 4.6 star rating on AMAZON! 26
Find out more about Racquel at: Writersatelier.com Racquelhenry.com facebook.com/writersatelieronline IG: @WritersAtelier Twitter: @Writersatelier @RacquelHenry 27
Find out more about Valerie at: willisauthor.com facebook.com/ValerieWillisAuthor IG: @willisauthor Twitter: @Valerie_Willis 28
THANKS! 29
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