Whether you haven’t started an email list yet or you’ve got one that’s gathering dust, you’re not alone—and you’re not too late. An email list is one of the most valuable assets an author can have. It gives you a direct line to your readers, builds lasting relationships, and empowers you to take control of your marketing. But let’s be honest: getting started—or knowing what to do next—can feel overwhelming.
In our latest Speaker Series, I had the pleasure of stepping into the spotlight to share what I’ve learned over the past decade about helping authors connect with readers, specifically through the power of email.
During the session, I walked through how to build and grow an email list, covering everything from the very first subscriber to more advanced list-building strategies. In this post, I’m focusing on the fundamentals. I’ll explain why your email list is one of your most valuable assets, how to build momentum without feeling overwhelmed, and how to make list nurturing a natural part of your author routine.
Email marketing may sound like a buzzword, but it is one of the most effective ways for authors to communicate with readers. Unlike social media, where algorithms determine what your audience sees, email marketing provides a direct line to your readers’ inboxes.
But it’s more than just sending messages—it’s about creating intentional, purposeful communication that drives action.
Here are some key reasons why email marketing remains a cornerstone for authors:
Before you dive into email marketing, you need two essential components:
Your email list is more than a collection of addresses – it’s a curated group of readers who have given you permission to communicate with them directly. Building this list is the first step, and it requires a clear strategy.
An ESP is the software that allows you to manage your list, send emails, and track performance. Here’s a list of popular ESPs that are well-suited for authors:
Each of these platforms offers free plans that can help authors get started without a major financial commitment.
So, how do you decide which ESP is right for you? Most of these platforms offer a free plan, so you can test the waters without dipping into your promo budget, but as you get more sophisticated with your email marketing, you’ll likely want to leverage some more premium features. As you can see, most authors that we polled used MailerLite, but every author is different, and you’ll want to see which platform works best for you.
Before spending a single dollar on advertising, start with a seed list of 20-25 contacts. This initial group will help you get comfortable with sending emails and refining your messaging. Here’s how to get started:
Once you’ve established a basic list, commit to sending a regular email at least once a month. Consistency is key in maintaining reader engagement.
The welcome email is a crucial part of email marketing. It’s your digital handshake – an opportunity to set the tone, introduce yourself, and establish expectations.
What to Include in Your Welcome Email:
Here are some examples of effective welcome emails that check all of the above boxes (in very different ways):
One of the most common email marketing roadblocks for authors? Not knowing when to hit send. To break it down simply, pick a day, any day – just make it consistent.
You don’t have to send an email weekly if that feels overwhelming. Start with a monthly email on the first of every month. Or maybe every other Wednesday. The key is to set a schedule and stick to it. Over time, your readers will come to expect your emails – and you’ll get into the habit of sending.
Not sure what to say every month? Keep it simple. Share what you’re working on, what you’re reading, and any updates about your books. Keep it personal, keep it relevant, and keep showing up.
You’ve chosen your sending schedule – now it’s time to actually do it. Start sending – even if your list is tiny. The only way to get comfortable with email marketing is to do it consistently.
Even if you’ve only got five people on your list, you’re not just emailing, you’re training your marketing muscles.
Every message is a chance to connect, refine your voice, and build a habit that’ll pay off when your audience grows. Because it will. And when it does? You’ll be ready.
Once you’ve sent 2-3 emails on a regular schedule, you’re ready to start growing your list. Building your list further is a post in itself, so we’re not diving into all the strategies here today – but trust me, there are plenty.
Want to go deeper? Gold and Platinum Members can access the full recording of the April Speaker Series session. You’ll learn:
Ready to level up? Upgrade to Premium here.
Ready to take your email marketing to the next level? Written Word Media offers several tailored services to help authors grow and engage their email lists, including:
Before pouring money into growing your list, focus on building the habit of consistent communication. Once you’ve developed a rhythm and are comfortable with your email content, then consider exploring more advanced strategies like reader magnets or paid advertising.
Register for our next Speaker Series! Each month, we host live Speaker Series sessions with book marketing and self-publishing experts. Anyone can join the live sessions, and Gold & Platinum Members can watch the recordings (including the unabridged version of this invaluable session on email) anytime!