How to Build an Email List as an Author

Your email list is your most valuable marketing asset. Learn 7 proven strategies to grow a list of engaged readers who buy your books and spread the word.

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10-20x

Better Than Social

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40%+

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Reader Access

Why Email Lists Matter More Than Follower Counts

Social media followers are borrowed. Email subscribers are owned. When you post on Instagram, maybe 5% of followers see it. When you send an email, it lands directly in inboxes. No algorithm decides whether your readers see your message.

The numbers tell the story: email converts at 10-20 times higher rates than social media for book sales. A list of 1,000 engaged email subscribers will outsell 50,000 passive social media followers. Successful indie authors consistently cite their email list as their most powerful sales tool.

Email also compounds over time. Every subscriber you add today is someone you can reach for every future book. Authors with established email lists launch new books to instant sales because they have direct access to proven readers. Those without lists start from zero every time.

Building an email list takes effort upfront, but the payoff grows with every book you publish. Start now, even if you only have one book. The readers you connect with today become your launch team tomorrow.

5 Email List Mistakes Authors Make

1. Waiting Until You Have Multiple Books

Many authors delay list building until their second or third book. This wastes the readers from your first book who would happily subscribe. Start building your list before your first book launches. Even 50 subscribers give you a foundation to grow from.

2. Offering No Reason to Subscribe

A generic "sign up for my newsletter" converts poorly. Readers need a compelling reason to give you their email address. Offer something valuable: a free short story, bonus chapter, exclusive content, or useful resource related to your book's topic.

3. Emailing Only When You Have a Book to Sell

If subscribers only hear from you during launches, they forget who you are. Regular valuable emails keep readers engaged between books. Share writing updates, recommendations, behind-the-scenes content, or helpful information related to your genre or topic.

4. Hiding the Signup Form

If readers cannot easily find where to subscribe, they will not. Your signup form should appear prominently on your homepage, in your book's back matter, on your about page, and in your website footer. Make subscribing effortless.

5. Buying Email Lists or Using Shady Tactics

Purchased email lists destroy deliverability and violate spam laws. Subscribers who never asked to hear from you mark you as spam, hurting your ability to reach legitimate subscribers. Build your list organically with people who genuinely want your content.

7 Proven Ways to Grow Your Author Email List

1. Create an Irresistible Lead Magnet

Offer something valuable in exchange for an email address. For fiction authors, this could be a prequel novella, deleted scenes, or a short story in your series world. For non-fiction, offer a checklist, template, or mini-guide related to your book's topic. The lead magnet should give readers a taste of your writing and leave them wanting more.

2. Add Signup Links in Your Book's Back Matter

Readers who finish your book are your warmest leads. Include a compelling call to action in your back matter: "Want the free bonus chapter? Get it at yourwebsite.com/bonus". Make the URL short and memorable. This single tactic can generate hundreds of subscribers from each book you sell.

3. Optimize Your Website for Email Capture

Your book website should make subscribing easy and appealing. Place signup forms in your header, within content, and in your footer. Use clear benefit-focused copy: "Get free stories and new release alerts" works better than "Subscribe to my newsletter". Test different placements to see what converts best.

4. Run Giveaways and Collaborations

Partner with other authors in your genre for group giveaways where entry requires email signup. Each author promotes to their audience, and everyone gains new subscribers interested in similar books. Platforms like StoryOrigin and BookFunnel facilitate these collaborations. One successful giveaway can add hundreds of targeted subscribers.

5. Leverage Social Media to Drive Signups

Use social media to funnel followers to your email list. Regularly mention your free lead magnet with a link to signup. Pin posts about your free offer. Add your signup link to your bio. The goal is converting borrowed social media attention into owned email subscribers who you can always reach.

6. Guest Post and Get Featured

Write guest posts for book blogs, appear on podcasts, or get featured in author interviews. Always negotiate to include a link to your lead magnet in your bio. These appearances put you in front of established audiences of readers. One popular guest post can drive more signups than months of social media posting.

7. Deliver Consistent Value to Keep Subscribers

Growing your list means nothing if subscribers leave. Send regular emails that provide value beyond sales pitches. Share book recommendations, writing insights, personal stories, or helpful content related to your niche. Engaged subscribers open emails, click links, and buy books. Aim for at least one email per month to stay top of mind.

Your Email List Building Plan

Week 1 - Set Up Your Foundation

Choose an email service provider like MailerLite, ConvertKit, or Mailchimp. Create your lead magnet - even a simple PDF with bonus content works. Set up a landing page on your website where readers can claim the free offer. Connect everything so new subscribers automatically receive the lead magnet.

Week 2 - Add Signup Points Everywhere

Update your book's back matter with a compelling call to action and signup link. Add signup forms to your website homepage, about page, and footer. Update your social media bios with links to your lead magnet. The more places readers can find your signup, the faster your list grows.

Month 2+ - Grow and Engage

Send your first welcome email sequence to new subscribers. Plan monthly emails with valuable content to keep subscribers engaged. Look for guest posting opportunities and author collaborations. Track which signup sources perform best and double down on what works. Aim to add at least 50-100 subscribers per month.

Start Building Your Email List Today

Book Website Builder creates book websites with built-in email capture optimized for author list building. Professional signup forms, lead magnet delivery, and newsletter integration included. Starting at €349.

Email Capture Features Included:

Professional signup forms on every page
Dedicated landing page for your lead magnet
Integration with popular email services
Mobile-optimized forms that convert
Clear calls to action that drive signups
GDPR-compliant consent handling

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Frequently Asked Questions

How many subscribers do I need before my email list is useful?

Your list is useful from day one. Even 10 engaged subscribers are 10 people you can reach directly. Do not wait for a magic number - start emailing your list as soon as you have subscribers. Small engaged lists often outperform large disengaged ones.

What email service should authors use?

MailerLite and ConvertKit are popular choices for authors because they offer free tiers, easy automation, and good deliverability. Mailchimp works too but has become less author-friendly over time. Choose one and start - you can always switch later as your needs grow.

How often should I email my subscribers?

At minimum, once per month to stay in their memory. Many successful authors email weekly or bi-weekly. The key is consistency and value. Subscribers who signed up for writing updates expect writing updates. Match your frequency to what you promised and what you can sustain.

What should I write in my emails?

Share writing updates, recommend books you enjoyed, offer behind-the-scenes glimpses, or provide valuable content related to your book's topic. Personal stories and authentic updates perform well. Not every email needs to sell - most should provide value with occasional promotional emails for launches.

Is it too late to start an email list if I already have books published?

Never too late. Update your existing books' back matter with signup links. Reach out to readers who have reviewed your books. Promote your lead magnet on social media. Authors have built substantial lists years after their first publication. The best time to start was yesterday; the second best time is today.

How do I avoid the spam folder?

Build your list organically with people who actually want to hear from you. Use double opt-in to confirm subscribers. Send consistently so email providers recognize you as legitimate. Avoid spam trigger words in subject lines. Remove inactive subscribers who never open emails - they hurt your deliverability.