6 Best Email Marketing Practices for Authors

by CJ McDaniel // October 3  

When using email marketing to promote a product, brand or service, you have the ability to reach people right in their inboxes and thus to have a very personal and profound impact. The statistics clearly show that this is a highly effective way to promote a book and to potentially make a lot of money but you know what they say: with great power comes great responsibility.

Read on then and we’ll look at some ‘best practices’ for author email marketing that will help you avoid any awkward faux pas. Not only will this help you to avoid frustrating your audience but it will also help you to get more clicks and conversions…

Two a Week is Enough

You may choose to send a higher volume of emails to build anticipation for a new book or promotion. The rest of the time though, try to avoid sending more than 2 emails a week. Otherwise you’ll just frustrate your audience and they’ll quickly become sick of your messages.


All caps is annoying wherever it’s located but in your inbox it’s particularly abrasive and rude. Don’t do it!

Use Re: With Caution…

You might have heard others promote using ‘Re:’ in the subject header as a great way to draw attention to your e-mails. It’s also manipulative and amounts to tricking your readers. I wouldn’t recommend this method.

Make Unsubscribing Easy

No matter what email marketing software you use you need to make sure that unsubscribing is easy and obvious. This is key – as otherwise you can do serious damage to your author brand.

Deliver Value

Whether or not your e-mails are welcome in someone’s inbox or frustrating will ultimately depend on whether or not you provide value. As long as you offer value, people will have a good reason to read what you’re sending them and they’ll be glad for it. Consistently do this and try not to send lots of messages that are just self-promoting..

Ultimately, you are a guest in your subscribers’ homes. Act that way and treat them with respect and gratitude – it will ultimately be better for you and future books sales in the long run.


About the Author

CJ grew up admiring books. His family owned a small bookstore throughout his early childhood, and he would spend weekends flipping through book after book, always sure to read the ones that looked the most interesting. Not much has changed since then, except now some of those interesting books he picks off the shelf were designed by his company!