Cross-promotion is one of the most effective (and underused) ways for indie authors to grow their audience, without spending more on ads or shouting into the social media void.
If you’ve ever thought, “There has to be a smarter way to reach readers than posting another desperate tweet,” you’re in exactly the right place.
In this guide, we’ll break down:
- What cross-promotion actually is (and what it isn’t)
- How newsletter swaps, box sets, and author webinars work in practice
- How to cross-promote without annoying readers, or fellow authors
- Real examples, common mistakes, and pro-level strategies
No hype. No guarantees. Just effective marketing promotions & ads-adjacent strategies that actually respect your time and your readers.
TL;DR: Cross-Promotion for Authors
Cross-promotion is when two or more authors collaborate to promote each other’s books to relevant, overlapping audiences.
For indie authors, the most effective cross-promotion methods are:
- 📬 Newsletter swaps – trading recommendations with another author
- 📚 Box sets – bundling books together for discovery and value
- 🎤 Author webinars – teaching, sharing, and connecting live
Done well, cross-promotion helps you:
- Reach new readers who already love your genre
- Build long-term relationships (not one-off spikes)
- Support launches, backlist sales, and reader trust
Table of Contents
- What Is Cross-Promotion for Authors?
- Why Cross-Promotion Works So Well for Indie Authors
- Newsletter Swaps: The Classic Cross-Promotion Strategy
- Box Sets: Shared Value, Shared Discovery
- Author Webinars: Collaboration With Authority
- How to Cross-Promote Without Burning Bridges
- Cross-Promotion vs Paid Promotions
- Real-World Cross-Promotion Examples
- Common Cross-Promotion Mistakes
- FAQ
What Is Cross-Promotion for Authors?
Cross-promotion is a collaborative marketing strategy where authors promote one another’s work to their own audiences.
Instead of competing for attention, you’re pooling trust.
Think of it like this:
Your readers trust you.
Another author’s readers trust them.
Cross-promotion allows that trust to travel, carefully, intentionally, and with genre alignment doing the heavy lifting.
✨ Cross-promotion works best when it feels like a recommendation, not an advertisement.
Why Cross-Promotion Works So Well for Indie Authors
Cross-promotion succeeds where many solo efforts fail because it taps into three powerful forces:
1. Reader Trust
Readers are far more likely to try a new author when the recommendation comes from someone they already enjoy.
This is the same reason email promos outperform cold ads when properly targeted.
2. Audience Overlap
You’re not marketing to “everyone.”
You’re marketing to the right readers; fans of your genre, tropes, and tone.
3. Shared Momentum
Cross-promotion stacks beautifully with:
- Launch weeks
- Backlist pushes
- Email promos or Facebook Ads
Newsletter Swaps: The Classic Cross-Promotion Strategy
What Is a Newsletter Swap?
A newsletter swap is when two authors agree to feature each other’s books in their email newsletters.
Simple in theory. Powerful in practice.
Why Newsletter Swaps Work
- High engagement (email still reigns supreme)
- Low cost (often free or reciprocal)
- Contextual discovery (readers are already in “book mode”)
How to Do a Newsletter Swap (Step-by-Step)
A newsletter swap sounds simple: “You feature me, I feature you.”
But a successful swap requires planning. Here’s exactly how to do it.
Step 1: Find the Right Author Partner
Start with authors who:
- Write in your exact or closely related genre
- Target similar reader expectations (heat level, tone, tropes)
- Have a comparable list size or engagement rate
- Publish at a similar price point
Why this matters:
If your audience expects cozy mysteries and you promote dark psychological thrillers, your readers will feel confused, and confused readers don’t click.
Where to find partners:
- Genre-specific Facebook groups
- Writing conferences
- Author Slack groups or Discord communities
- Authors you already admire in your niche
Step 2: Compare Audience Fit (Not Just List Size)
List size matters, but engagement matters more.
Ask:
- What’s your average open rate?
- What’s your average click-through rate?
- How often do you send?
Industry averages (per Mailchimp benchmarks) hover around 35-40% open rates for publishing-related lists, but engaged indie author lists often exceed that.
(Source: Mailchimp Email Marketing Benchmarks)
A 2,000-subscriber list with 50% opens can outperform a 10,000 list with 15% opens.
Step 3: Agree on Clear Terms
Before you send anything, confirm:
- 📅 Send dates
- 📍 Placement (top feature, middle section, or mention)
- 🖼️ Image specs (Amazon cover size, universal links)
- 🔗 Tracking links (use UTM parameters or a service like BookFunnel)
Clarity prevents awkward follow-ups later.
Step 4: Write Reader-First Copy
This is where many swaps fall flat.
Instead of:
“Please check out my friend’s book.”
Try:
“If you love small-town romance with a grumpy hero and found family vibes, this one might be your next late-night read.”
Focus on:
- Tropes
- Emotional payoff
- Reader benefit
You’re not doing a favor; you’re making a recommendation.
Step 5: Track Results
After the swap:
- Compare clicks
- Compare sales or downloads
- Compare subscriber growth
If it works, build a long-term relationship.
If it doesn’t, adjust genre alignment or placement next time.
Cross promotion is iterative, not magical.
Box Sets: Shared Value, Shared Discovery
What Is an Author Box Set?
A box set is a collection of books, often from multiple authors, packaged together at a compelling price (or free for a limited time).
- Massive perceived value
- Strong discoverability
- Deep collaboration
Box sets are particularly effective in:
- Romance
- Fantasy
- Science Fiction
- Mystery & Thriller
Types of Box Sets (And How to Create One That Works)
Box sets can be one of the most powerful forms of cross promotion, but only if executed strategically.
Let’s break this down.
1. Multi-Author Themed Box Sets
What it is:
A collection of full-length novels or novellas from different authors centered around a shared theme.
Examples:
- Billionaire Romance Collection
- Cozy Mystery Book Club Picks
- Space Opera Starter Library
How to Create One
Step 1: Identify a clear theme
- Genre alone is not enough.
- Focus on a trope, setting, or reader promise.
Step 2: Assemble 5–15 authors
- Similar spice level (if it’s a steamy romance)
- Similar production quality
- Strong covers that look cohesive
Step 3: Assign Roles
You’ll need a:
- Project coordinator
- Cover designer
- Upload manager
- Ad/marketing coordinator
Clarity avoids chaos.
2. Shared-Universe Box Sets
What it is:
Multiple authors write stories set in the same fictional world.
These work especially well in:
- Fantasy
- Sci-fi
- Paranormal romance
Why They Work
Readers who love immersive worlds are highly engaged. A shared universe encourages binge behavior and reader loyalty.
3. Limited-Time Promotional Box Sets
These are often:
- Deeply discounted ($0.99)
- Free for a limited time
- Used to hit visibility thresholds
Authors sometimes aim for:
- Category visibility
- Increased read-through
- Newsletter growth
Important note:
Visibility strategies should focus on sustainable reader acquisition, not vanity rankings.
Step-by-Step: Launching a Multi-Author Box Set
Here’s the simplified roadmap:
1. Choose Your Goal
Is your primary goal:
- Email list growth?
- Profit?
- Visibility?
- Series discovery?
Your goal determines pricing and ad strategy.
2. Standardize Quality
Agree on:
- Minimum word count
- Editing standards
- Cover branding guidelines
Readers notice inconsistency immediately.
3. Use a Central Distribution Strategy
Most box sets are published under:
- One lead author’s account, or
- A shared imprint
Coordinate:
- Royalty splits
- Accounting transparency
- Timeline expectations
4. Layer Your Marketing
Here’s where cross-promotion shines.
Each participating author should:
- Announce to their newsletter
- Promote on social channels
- Coordinate swaps
Then consider amplifying with:
- Genre-matched email promos
- Ads for broader targeting
Remember, stacked strategies outperform isolated ones.
Common Box Set Pitfalls
Avoid:
❌ Too many genres in one set
❌ Poor communication among authors
❌ No central marketing plan
❌ Ignoring long-term read-through strategy
Author Webinars: Collaboration With Authority
What Is an Author Webinar?
An author webinar is a live (or recorded) online event where multiple authors teach, discuss, or present around a shared topic.
Examples:
- “Why We Love Grumpy x Sunshine Heroes”
- “Inside the Minds of Thriller Villains”
- “Worldbuilding Secrets Behind Your Favorite Fantasy Realms”
Why Webinars Are an Underrated Cross-Promotion Tool
- Positions you as an authority
- Builds deeper relationships
- Grows your email list organically
Readers who attend webinars are high-intent fans—not casual scrollers.
How to Make Author Webinars Work
- Choose a reader-focused topic
- Share registration with all partners
- Offer a replay or bonus
- Invite attendees to join your newsletter (ethically!)
How to Cross-Promote Without Burning Bridges
Cross-promotion is a relationship business. Treat it that way.
Best Practices
✅ Promote only what you’d recommend yourself
✅ Respect your audience’s inbox
✅ Deliver on your side of the agreement
✅ Say thank you (it goes a long way)
Red Flags to Avoid
🚩 Genre mismatch
🚩 Ghosting after the promo
🚩 Overloading readers with swaps
Cross-Promotion vs Paid Promotions
Let’s be clear: this is not an either/or situation.
| Strategy | Best For |
| Cross-Promotion | Trust-building, long-term growth |
| Email Promos | Immediate visibility & scale |
| Facebook Ads | Precision targeting without DIY stress |
The strongest results often come from layering strategies; cross-promotion supported by effective marketing promotions & ads.
Real-World Cross-Promotion Examples
Example 1: Newsletter Swap + Email Promo
An author schedules a newsletter swap the day before a genre-matched email promo.
Result:
- Warm-up traffic
- Higher click-through
- Better conversion during the promo
Example 2: Box Set + Facebook Ads
A fantasy box set is promoted using Facebook Ads to readers already proven to enjoy the genre.
Result:
- Sustained downloads
- Long-tail series read-through
Common Cross-Promotion Mistakes
Even smart authors stumble here. Learn from their bruises.
❌ Promoting outside your genre
❌ Treating swaps as transactional instead of relational
❌ Forgetting to track results
❌ Overdoing it (less is more, friends)
FAQ
What is cross-promotion in publishing?
Cross-promotion is when authors collaborate to promote each other’s books to aligned audiences through methods like newsletter swaps, box sets, or webinars.
How do I find authors to cross-promote with?
Look for authors in:
- Your genre
- Similar price points
- Comparable list sizes
- Facebook groups, author communities, and conferences are great places to start.
Do newsletter swaps still work?
Yes, when done thoughtfully, sparingly, and with strong genre alignment.
Is cross-promotion free?
Often yes, though some collaborations involve shared costs (like ads or box set production).
How do I get started with cross-promotion?
Cross-promotion works best when it’s part of a bigger plan, not a one-off experiment.
If you’re ready to, try the following:
- Stack your cross-promotion with email promos
- Scale with Facebook ads
- Build momentum without burning out
💬 Over to you:
What cross-promotion strategy has worked best for you, or which one are you excited to try next?
If you found this helpful, feel free to share it with an author friend. Cross-promotion starts with conversation, after all. 📚✨