When your long-awaited book launch day finally arrives, would it not be great to have hundreds of readers waiting to buy your book?
What if your book launch day was not the beginning but the culmination of months of reader anticipation and expectation?
To make this a reality, the best book marketing strategies aren't implemented upon release - successful book marketing services begin before launch.
All successful book launches have one thing in common: a targeted, influential email list.
An email list is the most wonderful thing that can happen to a first-time author. As opposed to social media, where algorithms control who gets to view your content, an email list gives you direct access to your readers. It allows you to connect, to build buzz, and ultimately to sell additional books.
This article will walk you step by step through how to create your email list prior to your book being published so you have a prebuilt audience set to promote you on day one
What’s So Special About an Email List?
An email list is one of the most precious resources an author can possess, even in this day of social media. Emails continue to give you direct access to your readers without having to deal with social media algorithms and other intermediaries. As opposed to social media updates that are here today and gone tomorrow, emails directly reach a reader's inbox, making it more likely your message will be read. Email lists also provide a better ROI compared to other marketing channels, which makes them a critical book launch tool.
- Emails > Anything Else
Email lists convert better than social media because they foster a closer connection with readers. Reports show that the total number of email users worldwide is approximately 4.6 billion in 2025 and is projected to be more than 4.8 billion by 2027. Additionally, nearly 376 billion emails are sent daily, and it will be 408 billion by 2027. These numbers show the long-term power of email marketing.
Successful authors like Bill Bryson, Tony Robbins, and more have used their email lists to generate buzz, secure pre-orders, and build lasting reader relationships. Email lists allow you to create an engaged readership that supports your career long-term.
With an understanding of why email lists are crucial, let’s dive into how they give authors a strategic advantage.
- How Email Lists Give Authors an Edge
Building an email list before your book launch is a game-changer. Unlike social media, where algorithms limit visibility, an email list gives you direct access to your readers. This means no middleman deciding who sees your content—your message goes straight to your audience.
Here’s why email lists offer a strategic advantage:
- Direct Communication: Your emails land directly in inboxes, ensuring readers see your updates.
- Ownership of Contacts: Unlike social media followers, your email list belongs to you, giving you complete control.
- Higher ROI: Studies show email marketing consistently outperforms social media in sales and engagement.
Since we understand the importance of an email list, let’s learn how to build one from scratch.
How to Build an Email List Before Your Book Launch
Now that we understand the importance of an email list, here’s how to make it happen.
In one survey conducted by BookBub in 2023, the subjects indicate that they gain new email list subscribers through many means. 75% indicate that it is through links in the back of books. 69% indicate that they gain leads from social media, and 40% newsletter swaps with other authors. These numbers are just a few of several methods known to be successful.
Whatever method of spreading the word you choose, growing your email list requires a strong plan and content that your audience finds valuable.
- Define Your Audience and Value Proposition
You first need to find out who your ideal readers are and what do they value? This helps in developing content and offers that bring in the correct subscribers.
You can do this by:
- Researching similar books and their audiences.
- Engaging with readers on social media and forums.
- Offering a compelling reason for readers to join your list, such as a freebie.
In the survey mentioned earlier, respondents revealed that 56% of their leads come from free book giveaways, while 38% come from bonus content and other prizes.
Speaking of these giveaways, you have to create something enticing. The next step is crafting a lead magnet.
- Create an Irresistible Lead Magnet
A lead magnet is a free resource offered in exchange for email addresses. This should align with your audience’s interests and encourage them to subscribe.
Examples include:
- Sample chapters
- Exclusive short stories
- Character guides
- Writing tips
- Printable workbooks
A well-crafted lead magnet not only attracts subscribers but also sets expectations for the type of content you’ll provide.
If you want more specific information on crafting the perfect lead magnet, check out my article at [insert link].
The more places you share your lead magnet, the more subscribers you’ll attract.
- Set Up a Landing Page to Collect Emails
A landing page is a special webpage where people can sign up for your email list. It's important because it makes subscribing easy and enables you to track how many people subscribe.
In order to create a good landing page, make it simple and straightforward. Present people with the benefits of joining and convince them with a compelling message to join. You can use platforms such as Mailchimp, ConvertKit, or Leadpages to make your page.
After you have made it, simply go ahead and publish it so that more people can view it and join.
- Promote Your Lead Magnet and Landing Page
The next step is driving traffic to your landing page.
Ways to do this:
- Share it on social media.
- Add it to your author website.
- Collaborate with other authors for newsletter swaps.
- Write guest blog posts.
- Run paid ads on Facebook or Instagram.
The more places you share your lead magnet, the more subscribers you’ll attract.
- Engage, Nurture, and Weed Your Email List
Having an email list isn’t enough; you need to keep your subscribers engaged and interested in your book. A carefully managed list helps boost sales and build your author platform building while establishing industry expertise.
How to ENGAGE your email list:
Engagement keeps your subscribers interested and connected. A stagnant list can lead to unsubscribes or readers ignoring your messages.
- Send a welcome email when someone subscribes to set expectations.
- Provide valuable content regularly, such as writing tips, exclusive updates, or personal insights.
- Share behind-the-scenes details about your book's progress to create anticipation.
Reports show that when you personalize your emails, you can earn up to 760% more in revenue. This is why segmenting your list to send tailored messages based on reader preferences can be so effective.
How to NURTURE your email list:
A nurtured email list is one that remains engaged and invested in your journey. Rather than only reaching out when you need something, focus on building relationships over time.
- Personalize your emails to make readers feel valued.
- Use segmentation to send content specific to each reader's interests.
- Develop email sequences, such as a pre-launch excitement series, to keep your audience engaged.
Statistics show that the highest ROI is achieved when you send 9-16 emails per month. Regular communication fosters loyalty and keeps your book top-of-mind.
How to WEED your email list:
Not all subscribers will remain engaged, and that’s okay. Keeping inactive subscribers can lower engagement rates and impact deliverability.
- Remove inactive subscribers who haven’t opened an email in months.
- Separate freebie seekers from genuine readers who are likely to buy your book.
- Monitor engagement rates and clean your list periodically to ensure quality.
Weeding out inactive subscribers helps maintain a strong, engaged audience that genuinely cares about your content.
- Build Buzz Leading Up to Your Book Launch
The next step is generating excitement before your book launch. A well-planned campaign ensures that when launch day arrives, your readers are eager to buy.
Your email list is one of the best ways to create excitement before your book launch. Keep your audience engaged by sharing exclusive behind-the-scenes content, running giveaways, and offering early access to your book. Countdown emails and launch reminders can build anticipation and keep readers eager for the big day.
The more excitement you generate, the bigger impact your launch will have.
- Maintain and Grow Your List Post-Launch
Your email list shouldn’t stop growing after your book launch. To keep readers engaged and interested in your future projects, continue sending valuable content that keeps them excited. You can even have book club discussions to encourage people to interact and build a strong community. Your list will, in due time, be an asset worth possessing for future book promotions and projects. By not letting your list die, you are assured of long-term success beyond a single book launch.
Conclusion
Every bestselling author started with one subscriber. Your email list is your direct connection to your readers, and every email you send builds anticipation for your book. Stay consistent, offer value, and trust the process—your audience is waiting to hear from you.
Ready to connect with professional book writing experts and overcome writer's block solutions? Head to https://www.authorsonmission.com/call to schedule your strategic consultation with our team and learn how to build a powerful email list that drives book sales and long-term reader engagement.
