Dear O'Abby: How do I build a mailing list?

 Dear O’Abby,

 

My first book is releasing early next year and I want to get started on publicity and marketing in the next couple of months.  I have been researching a lot and everyone says that the best marketing tool is a good mailing list.  But how do I build a mailing list?  I have a sign-up form on my blog, but only five or so people have signed up.  And that’s over the last two years!  Do you have any ideas for how to build a mailing list that will actually help me?  Or do I need to buy a list from somewhere to get started?

 

Best,

 

Unmailed

 

Dear Unmailed,

 

Unfortunately mailing lists are a long game and you won’t build an amazing list overnight.  But you are correct that mailing lists are an incredibly valuable tool – you just have to be careful not to abuse them.

 

To build a good mailing list you need to have good content.  I don’t know how often you post on your blog or how many followers/regular blog readers you have, but the best way to grow your mailing list is to ensure that your blog is engaging readers.  People are not going to sign up for a mailing list on a blog that isn’t regularly updated or interesting.  So it may be time for a blog refresh, or even an opportunity to build a website for your author brand. 

 

Once you have a gorgeous, engaging and fascinating online home for your author brand, you need to ensure people visit.  Use your social channels to direct people to your blog/website.  Maybe even think of a special offer you can deliver on – a bespoke short story maybe?  Or after your book publishes, a deleted scene?  Something to entice people to sign up to your newsletter.  You can even put a pop-up window on your website so as soon as people drop by, they’ll see that they can get something free if they sign up.  Whatever you do, make sure the option to sign up to your newsletter is prominent on the page.

 

Once your book is published, make sure your website/blog address is clearly visible in the back-matter.  If a reader has finished your book and enjoyed it, they’ll be in the perfect frame of mind to look you up and because they enjoyed the book, they’ll be interested in hearing about the next one you write so they are likely to sign up to your newsletter.

 

Once you have more than a handful of subscribers, start sending out newsletters.  Not too many newsletters though.  People don’t want to be spammed.  Decide on a schedule and stick to it.  Monthly, maybe, or even less if you don’t think you’ll be able to create engaging, interesting copy more regularly.  What you write is important – don’t just flog your book.  You know what you’re interested in and what you’re an expert in, so use those things to give readers something unique in each newsletter.  And keep consistent from newsletter to newsletter.  If the formula works, readers will share your content with their friends and you’ll find your list grows.

 

The most important thing is to be yourself and be authentic.  Readers will see through anything else!  Take your time and do it right and your list will grow.  Just don’t get frustrated and give up if it’s slow going. Consistency is key.

 

Best of luck with your release!

 

X O’Abby