This is the last of my three-part series on how to build your email list for your publishing business. Part one was about how to set up a lead magnet. Part two was about your street team or ARC team. Part three is going to answer the most important question—now that you have all these emails, what do you do with them?
This is an important question. What you do with those emails is the difference between people who do this well and people who don’t—I’d even say it’s what separates people who do this extraordinarily and those who don’t.
Let’s talk first about what you don’t want to do. Don’t email your list every time you have a new book or a new product to sell them. If you do that you turn into spam, and people will simply block or unfollow you.
Watch the video below:
I try to connect to with my readers at least once a month. But here’s the important part—what I send them doesn’t have anything to do with my book promotion at all. It’s just something I think they’ll be interested in, something centered around the niche I publish to.
By connecting with them every so often, they know I’m not just trying to sell them a book or ask them for reviews every single time I e-mail them. They’re willing to open my email and take a look at what I want.
Like anything, this does take a bit of time and effort. But the effort you put in is worth it, because learning to market through email is the essential skill to have in online business. Learning effective email marketing is like learning any sales skills—it will serve you well no matter what business you are in.
So how do you learn to become a proper email marketer? Well, the first thing I do is subscribe to all my competitor’s newsletters. How do they market through email? Are they good or bad at it? What other books are coming out? Do they have ideas I can borrow in order to give value to my own customers?
One person I’ve learned from is Russel Brunson, the founder of ClickFunnels. I recently signed up for ClickFunnels, and he sent me an email each day for 21 days. In the subject line of each email it said “1 of 21,” “2 of 21” and so on—so I knew I was getting 21 emails. Wow! Talk about keeping his product in the front of my mind.
But the emails also taught me a ton about ClickFunnels. And that’s the import thing—make sure whatever you’re sending out has some value to your customers. It doesn’t have to be overly complicated. You can find simple things you can send them based around your niche. But if you do a good job with this, it can really separate you from your competitors.