- Books for writers
- FAQ: I’m a new writer: which book should I read first?
- FREE Nail Your Novel Instant Fix: 100 Tips For Fascinating Characters
- My writing process: the picture tour
- Nail Your Novel: A Companion Workbook
- Nail Your Novel: Why Writers Abandon Books and how you can Draft, Fix and Finish With Confidence
- Reviews of Nail Your Novel
- Who’s tweeting about Nail Your Novel …
- Writing Characters Who’ll Keep Readers Captivated: Nail Your Novel
- Writing Plots With Drama, Depth & Heart: Nail Your Novel
- Email me
Posts Tagged email marketing for authors
I know email newsletters are the holy grail of marketing and building an audience. I fully accept that we need to nudge people to sign up. I know we need to use calls to action, and not be afraid to say ‘here’s my book and here’s where to buy it’ or ‘this offer will end soon’.
But a lot of email marketing now seems to overstep the mark. And some particularly odious tactics are being taught as techniques for success.
I’ve been provoked to write this because I’ve been sent a rather tempting offer – to promote a course on email marketing, for which I’d get a 75% affiliate fee. Very generous, but … I loathe many of the tactics they teach. I can’t promote a course that teaches them. Not even for 75%.
Are there any email marketing tactics you’d like to see outlawed? Here are my top three.
Bullying pop-ups on websites
I go to a website and I’ve barely spent a second there before a pop-up nags me to sign up. A great big banner, difficult to banish, that stops me seeing anything else. People, if I can’t read your stuff, I don’t know whether I want to invite you to my inbox. Please, let me mooch around and get to know you at my own pace. It’s like being accosted by a pushy shop assistant. Yes, I know your purpose is to sell things, I’m not using you as a free museum. But before I know if I want anything, I need to look. Really look.
Sometimes these pop-ups have a ‘don’t show this again’ option. Often, they have the memory of a goldfish because clicking them makes no difference. And they even pounce on you if you’re already subscribed.
Hysterical chain of build-up emails
I know we get excited when we’ve got a launch. And we want to make the most of it. Cover reveal, early-bird review copies, paperback release etc. I don’t see anything wrong with emailing about those because they’re tangible new phases. And it’s fair enough to warn people that a special offer is about to close.
But some people send a blizzard of emails just for the sake of buzz. Watch out, an email will be coming. Then: the offer is nearly ready to send to you, are you excited? (No, I’m not.) Then: tomorrow an email is coming. It’s me again, don’t forget I’ve got a thing and I don’t want you to miss it.
Our inboxes need to lose weight. We don’t need the extra flab of empty nagging.
Prodding when you don’t respond to an offer or call to action.
‘I just wanted to make sure you didn’t miss this offer/release/crowdfunding campaign/ because I was worried that I hadn’t heard from you and I was worried that my email might accidentally have fallen into your spam folder or been forgotten or been deleted by your mischievous nephew or your arch-rival who wants to see your career collapse in tatters.’
No you didn’t. You’ve got an add-on that snitches when people don’t jump at the first email. That’s just nasty.
But do these tactics work?
I’ve seen the arguments. Pop-ups apparently get more subscriptions even though nobody ever welcomes them. Email nagging gets more sales or click-throughs, even if they’re deleted immediately because it’s the number of exposures that does the magic. But does it work, long term? What has it cost you in terms of your relationship with the reader? One of the functions of an email newsletter is to build trust, isn’t it?
The principles aren’t bad. I’m sure these tactics could be used persuasively and with grace, rather than to alienate. So let’s brainstorm – what do you respond to in email newsletters? What do you like? What makes you unsubscribe – and indeed, subscribe?
Oh, and mine is here. (Winning smile.)
- Two opportunities for shortform writers, a treat for music lovers and a little interview May 10, 2022
- Writers, can you feel it? How to use gut feeling to guide your work May 9, 2022
- Jobs that give you time to be who you need to be: how I made my writing career – Ian M Rogers @iantheroge April 24, 2022
- Literary and historical novelists – your first pages: 5 more book openings critiqued by @agentpete @mattschodcnews and me! April 13, 2022
- Too much TV might spoil your… prose writing April 10, 2022
- How to build a reading list around a subject – and discover the best titles about the allure, tragedy and majesty of mountaineering March 25, 2022
- ‘All humans are alone… and weird’ – how I made my writing career by Elaina Battista-Parsons @BraveIrene77 March 21, 2022