Nurturing your email list

Love your fans

Once people are on your list, it’s very worth your while to treat them like the special group that they are.

It is a very well established principle in business that it’s much easier and cheaper to keep an existing customer than it is to try and find a new one. And this goes triple for good customers. Same is true for readers and fans. Especially the loyal ones.

The absolute number one driver of book sales seems to be word of mouth, and there’s no better source of a dynamic word-of-mouth campaign than a cadre of dedicated fans and friends.

3 Steps to Growing Your Email List: Step 3

 

Growing your email list part 3 v2 640x

To grow your list, you need three things:

  1. A way for people to sign up (previous post)
  2. A reason for people to sign up (previous post)
  3. A way to invite people to sign up (this post)

Third, invite people to sign up

Now that you’ve got a way for them to sign up and a good reason to sign up, you need to get the word out. The basic principle is that everywhere your current and potential readers find you, they should also find a signup form with a “call to action” where the action is “sign up.” A call to action means you don’t just let the form speak for itself – you visibly and overtly ask them to fill it out.  Don’t shout, exactly, but speak up!

3 Steps to Growing Your Email List: Step 2

Growing your email list part 2 v2

To grow your email list, you need three things:

  1. A way for people to sign up (last post)
  2. A reason for people to sign up (this post)
  3. A way to invite people to sign up (next post)

Second, a reason for people to sign up

Your signup rate will be significantly higher if you offer something of value as an incentive to do so, and the more attractive or valuable the incentive, the faster you’ll build your list.  Don’t skip the incentive part – there’s always something you can offer within your budget of time and money that will be better than nothing.

3 Steps to Growing Your Email List: Step 1

Growing your email list part 1 v2
Now that you’re committed to the idea of email marketing and have selected a commercial email service to manage your emails and your list, it’s time to start building it.

To grow your list, you need three things:

  1. A way for people to sign up
  2. A reason for people to sign up
  3. A way to invite people to sign up


First, a way for people to sign up

There is a little geekery involved here, but the commercial email services (CES) have gone out of their way to make it easy for you create signup forms for most occasions. By and large they are not all that pretty to look at, but use them anyway – that way all the mechanics of collecting the info, adding it to your email list, and sending the confirming email are all embedded in their form. Otherwise we’re talking serious geekery required to code all that capability yourself.