Your email list should be your most valuable marketing asset as an author—but what happens when your open rates drop, unsubscribes rise, and your readers start treating your emails like expired coupons?
In this episode of Pros Talking Prose, Stacey Smekofske of Edits by Stacey and Troy Lambert of TroyLambert.com break down what authors can actually do to revive engagement, build relationships, and transform their list into a loyal fanbase.
Why You Need an Email Marketing Service
Before you hit send on that email blast to your BCC list of 100 people—don’t. Gmail (and the law) won’t let you. Using an email marketing platform like MailerLite, ConvertKit, or AWeber is essential not only for deliverability and compliance (think GDPR), but also for features like:
- Welcome sequences and automation
- Audience segmentation
- Open/click rate tracking
- Lead magnet delivery
If you’re new or budget-conscious, MailerLite offers a generous free tier, and right now, a visual automation builder called EnCharge is available on AppSumo for a limited time at a lifetime deal price.
What Goes in a Welcome Sequence?
You’ve got a lead magnet. A reader signs up. Now what?
Your welcome sequence is your first impression. Troy recommends the following structure:
- Delivery — “Here’s your freebie! Glad you’re here.”
- Get to Know Me — Share your story, your genre, and why you write.
- Engage — Ask them to reply, recommend a book, or tell you their favorite trope.
- Offer — Share a low-priced book or exclusive deal.
Make it conversational. Be human. Don’t hide behind formality or overused marketing templates. And remember—unsubscribe links are healthy! Let the freebie-seekers go.
Creative Ways to Nurture Your Email List (That Aren’t Just Newsletters)
A newsletter doesn’t have to be a dreaded monthly chore. Instead, try these:
1. Serialized Fiction
Share exclusive stories, character backstories, or alternate POV scenes. Readers love insider content. Take a cue from authors using Substack to drip content, or look into platforms like Ream for serial delivery.
2. Behind-the-Scenes Updates
Talk about your writing process, current mood, what you’re reading, or even what you’re watching on Netflix. One creator’s newsletter included book and media recs, updates on her week, and thoughts on current trends—which built a personal connection readers loved.
3. Interactive Content
Use polls, surveys, or open-ended questions to start conversations. Ask:
- What character should get a spinoff?
- What should I name this fictional town?
- What are YOU reading right now?
4. Reader Spotlights & Reviews
Feature a fan. Thank them for a review. Include reader quotes. Show your community you see them!
5. Early Access & VIP Treatment
Offer your list first dibs on sales, events, or cover reveals. Create exclusivity by:
- Giving away ARCs to subscribers
- Offering subscriber-only discounts
- Sharing your launch with them before the world sees it
6. Surprise Bonuses
Occasionally drop in with an unexpected freebie—a printable, bonus chapter, or digital art. Delight drives loyalty.
Cleaning & Managing Your List
Don’t pay for dead weight. Regularly scrub your list of:
- Spam addresses
- Inactives who never open or click
- Bots or scammers
Use automations to re-engage or gently nudge the inactive subscribers with a “Still interested?” email. If they click, keep them. If not, let them go.
Tools like EmailListVerify or NeverBounce can help keep your list clean.
Email Is Insurance for Authors
You don’t own your followers on TikTok, Instagram, or even Amazon. You DO own your email list. If a platform vanishes tomorrow, your email list is the only thing that lets you reach your readers directly.
That’s why Stacey encourages authors in her InPrint Academy course to prioritize email growth from day one. It’s not just about marketing—it’s about building a long-term, sustainable author business.
Want More Author Business Tips?
Read 9 Tips for Author Business Success. You can also attend Stacey’s free live webinar: Author to Authorpreneur on April 17th. Discover how to shift your mindset, streamline your publishing process, and start building a career that lasts.
Don’t forget to subscribe to the Pros Talking Prose podcast on YouTube, or find it wherever you listen to podcasts!
Stacey Smekofske is a publishing coach and editor at Edits by Stacey, helping indie authors publish professionally while protecting their rights and royalties.
Troy Lambert is a mystery author, editor, and plot structure expert. Find him at TroyLambertWrites.com or on his new site, The Plot Abides.
