Email Marketing: Authors Secret Weapon to growth
Chapter 01 Mini Book Marketing
(this is a chapter from my upcoming book Mini Book Marketing which is available for pre-order on Amazon, you can click here to pre-order it)
Hey Mini Bookers,
Last week I shared what I thought was chapter 01 of Mini Book Marketing, Marketing 101, but I was wrong.
I trashed the entire chapter and merged a few sentences of it into the introduction. Not because it wasn’t good, it was too good, too long, and I got far outside the bounds of “mini” status. I scaled back, divided up my book outline into 5 mini books rather than one. Yeah, I’d gone that crazy on the outline.
Mini Book Marketing will be focused on the 10 channels you can use to go from published to popular.
Without any further ado, let’s dive into the MOST important marketing channel for every author and business.
(This chapter is from my upcoming book Mini Book Marketing: How to Take Your Writing From Published to Popular now available for Pre-order. I have set the pre-order date 1 year in the future but plan to release it in the coming months once its complete.)
Email Marketing
Every business, especially for authors, lives and dies based on its list of loyal readers.
Not enough authors pay enough attention to their email list. Often focusing on social media, book tours, podcasts, etc. all before having the fundamentals set up. If you only do one form of marketing, email marketing is it.
It is the most important marketing channel I'll discuss in this book.
So how does email marketing work and what should you do with your list?
In today’s world, this isn’t just about social media; it’s about having a direct line to your readers through email. A list lets you reach out anytime you want to share new content, announce a book, or offer insights. Choose an email marketing platform like Substack, ConvertKit (now Kit), Mailchimp, or MailerLite to build and manage your list. My preference is Substack for authors because it combines list management with built-in newsletter capabilities.
There are two primary types of emails:
Broadcasts – One-time emails to your entire list or segments.
Sequences – Automated series triggered by specific actions, like joining your list or downloading a lead magnet.
The REFLECT Email Method: Turning Content into Connection
You’ve attracted readers with a lead magnet; now, how do you keep them engaged?
The REFLECT Email Method helps you consistently email your audience by expanding on past content. Here’s how each part works:
R – Review Past Content: Reflect on recent content that resonated with readers.
E – Extract Key Insights: Identify specific points readers responded to.
F – Find Additional Angles: Consider related topics to broaden the discussion.
L – Link to Personal Experience: Share your own experiences to add depth.
E – Expand with Details: Add depth through research, steps, or advice.
C – Call to Action: Encourage readers to engage, respond, or download.
T – Tie Back to Core Message: Reinforce your main message for brand continuity.
Using REFLECT weekly keeps your emails valuable and consistent.
Email Sequences
An email sequence is a powerful tool for building a lasting connection with your readers.
Unlike one-time broadcasts, a sequence is an automated series of emails triggered by specific actions, like joining your list or downloading a lead magnet. Each email has a specific purpose, guiding readers on their journey with you. In this chapter, we’ll cover three essential sequences every author should consider using:
Welcome Sequence: Introduce yourself and set expectations.
Review Request Sequence: Encourage readers to share their thoughts.
Book Launch Sequence: Build excitement and drive early sales.
With these sequences, you’re not just sending emails; you’re building relationships that keep readers engaged.
Welcome Sequence
A welcome sequence is the first step in building a meaningful connection with new subscribers.
This six-part sequence introduces you, your story, and the value you bring to readers. For a detailed breakdown of each email, download the full template collection at marketyourminibook.com. Here’s an overview of each email’s purpose:
Who Are You? – Introduce yourself and your values as an author usually weaving in a story about how you became passionate about your topic.
What Do You Write About? – Describe your themes, topics, and benefits to readers.
How Do You Approach Writing? – Share your writing principles or methods.
How You Learned It – Explain experiences that shaped your journey.
Who Do You Write For? – Clarify your audience and reinforce that they’re in the right place.
How Can You Help Them? – Invite them to take a specific action, like joining a group or reading your latest book.
This sequence builds trust and clarifies expectations.
Review Request Sequence
Once someone downloads your lead magnet, they’re likely interested in your book.
In the thank-you email for the lead magnet, briefly mention that reviews help other readers and include a link as a light, initial ask. This gentle introduction to leaving a review plants the idea without pressure.
A second, direct request about 30 days later can encourage a thoughtful review.
After 30 days, follow up, thanking them again and noting that you waited so they’d have time to read the book. Politely ask if they’d leave a short review to help others find books they’ll enjoy, and include a direct link to the review page.
This approach feels natural and keeps the request top of mind without being pushy.
Book Launch Sequence (30 Day Pre-order Timeline)
Putting your book up for pre-order can be a great way to launch your book to your email list. You can always do more. Share the book cover earlier, share more chapters or excerpts, but this is a good foundation.
Here’s a suggested email schedule to keep readers engaged and excited:
Day 1: Pre-Order Announcement Introduce the book, share its purpose, and invite readers to secure their copy. Offer a quick teaser about why the book matters and a link to pre-order.
Day 7: Pre-Order Incentive Reveal Announce a special incentive for those who pre-order, such as an exclusive downloadable resource, access to a live Q&A, or a bonus chapter. This creates urgency for readers to secure their copy early.
Day 15: Behind-the-Scenes Insight Share a “behind-the-scenes” detail about the book’s creation, like what inspired it or a unique insight. This keeps readers connected to the process and excited for what’s to come.
Day 20: Excerpt or Sample Chapter Offer a preview with a sample chapter or highlight a key takeaway from the book. Encourage readers to pre-order for full access on launch day.
Day 25: Countdown Reminder (5 Days Left!) Remind readers that there are only a few days left before launch. Include a testimonial or emphasize the book’s unique benefits as a final nudge to pre-order.
Day 30: Launch Day Celebration Send a launch day email celebrating the release! Invite readers to grab their copy if they haven’t and encourage them to share the book with friends.
This 30-day pre-order sequence helps you build interest gradually and keeps your book in front of readers, leading to a strong launch day response.