The Email Conversion Process for Authors

If you’re an author, whether you want to market your latest book, share articles or build a community around your writing, email marketing is an effective tool in your armory. However, many writers have found that their emails leave much to be desired when it comes to engaging readers and driving actions. Let’s look into an adapted system of email marketing for authors that will help you increase engagement and conversion rates.

The Email Conversion Process:

1. Delivered –? Your emails should get delivered
2. Opened? – Your emails should be opened
3. Read? – Your emails are read
4. Relate – Make them feel like they know you
5. Act now! – Get your readers to take action.

Each step builds upon the previous one so as to create a path leading to successful author-reader engagement. Let us examine each step here with specific strategies for authors:

Deliverability (Get your emails DELIVERED)

Aim for: Deliverability rate above 99.9%

Author-specific strategies:

• Use e-mail services made specifically for authors & content creators;
• Always clean up your subscriber list on a regular basis by removing inactive users;
• Avoid spam trigger words such as “free book”, “bestseller” in subject lines;
• Encourage readers to add your email address into their contacts;
• Have clear unsubscribe options to maintain list quality.

Open Rate (Get your emails OPENED)

Aim for: Open rate consistently above 40%

Author- specific strategies:

• Create titles that are enticing and allude to story points or writing tips;
• Use your author name in the “from” line (e.g. Stephen King’s Dark Corner);
• Optimize preview text so as to give a tempting hint about what the email contains;
• Segment your list by reader preferences (genres, series etc.);
• Test different send times to see when are your readers most engaged.

Reading & Relating (Get your emails READ and readers to RELATE)

Aim for: Higher engagement metrics and consistent stream of responses.

Author-specific strategies:

• Share details of how you write behind the scenes;
• Provide some writing advice or give an insight into how you do this magic thing called ‘writing’;
• Share personal stories related to books or writing experience;
• Use visuals like book cover ideas or pictures of where you write;
• Ask readers’ opinion on names, twists, covers.

Taking Action (Get your readers to TAKE ACTION)

Aim for: Responding consistently to your calls-to-action (CTAs).

Author-specific strategies:

• Provide incentives for pre-orders or reviews such as exclusive content;
• Give limited-time signed editions or personalized ones with a sense of urgency;
• Here are some examples of clear CTA phrases such as “Start reading now!” and “Join my VIP reader group”;
• Prompt readers to quote their favorite sections.

When you've successfully implemented these steps, your readers will be more likely to purchase your books, leave reviews, and engage with your content. They'll feel connected to you as an author and be excited to support your work.