Blogger: Mary Keeley
Email, that is. In our efforts to keep you up to date on industry news that affects your writing career, I’ve read several articles in the last few months that offer fresh evidence for the value of email lists.
Facebook recently changed their algorithm again to further reduce their members’ organic reach. This means you reach fewer of your fans with your posts. According to Martin Beck’s article “The Drop In Facebook Page Reach Is All About The Competition,” one of the main reasons is that page likes for the average Facebook user have increased more than 50 percent in the past year. Hence the competition.
Facebook’s stated defense of why they need to manage this increase makes some sense. But their method has created many 
disgruntled users. Facebook changed its algorithm to determine which are the most popular posts and allow only those to reach fans organically. This means if you want to be sure you reach all your fans with your news about your book, contests, and promotions, you need to purchase ads. Of course, this has led unhappy users to claim Facebook’s real reason for reducing users’ organic reach is to increase their profits.
On the other hand, in another article, “5 Myths About Social Media Marketing,” senior creative content strategist Steve Olenski makes the argument that users aren’t seeing great results in sales because of their belief in those five myths. Social media changes rapidly, and users aren’t making adjustments to utilize the platform effectively.
It’s enough to make our heads spin.
What to do?
Enough statistics exist to support continued social media marketing efforts. They just might cost you more. But just as any financial planner would advise you, it’s important to diversify. A recent McKinsey study, “Why Marketers Should Keep Sending You E-mails,” claims that the success rate of email marketing in terms of sales is 40 times greater than all the social media platforms combined. That’s a pretty big claim. Even if it’s only partially accurate, a robust email list has an additional advantage that makes it a valuable part of your marketing plan: It’s completely in your control.
Here are three tips for collecting email addresses:
- Offer contests and giveaways for an autographed book through your website, blog, social media, Goodreads, or at book signings and speaking engagements. Have entrants submit their email address to be included. Be generous with your prizes to make entrants feel they are valued.
- Start a newsletter. Place a user-friendly space on your website for interested visitors to enter their email address to sign up. Offer an incentive to subscribe. This method can be highly successful if you consistently provide interesting, helpful content. Occasionally remind people to sign up when you post comments on social media.
- The more relational you are in your approach, the more people will feel genuine connection with you and want to read what you have to say. Remember, your purpose is that “you need mail.” These collection campaigns aren’t the time to do hard selling.
What email collection campaigns have you undertaken that have been successful? If you have a newsletter, what topics capture readers’ interest?
TWEETABLES:
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Thank you for this post, Mary. I’ve used Facebook’s ads and saw few results, unfortunately. Your post drives home the importance of those email addresses and the necessity to keep collecting them!
The quote from the McKinsey study is staggering. Gathering email addresses is time-consuming, but obviously worth it. I am curious about ways (in addition to those listed in the post) that authors have done this. Anyone?
Interesting and deep post.
In the end it seems that it’s about knowing your readership very, very well.
Reading the linked articles actually gave me a lot more hope for FB, more than I’d had in the past. Woke up my hamster this morning, and he’s running fast enough to power the 40-watt bulb that came on.
To optimize FB effectiveness, you’ve got to have Likes and Shares…and that means carefully crafting what you’re doing to make it worth someone’s while to take the time to share it.
Not in terms of contests of polls, but with regard to things that touch their hearts. Those are what I share, and I’m not that weird.
It also means that the content has to be direct – a link to a blog post is fine, but not many people are going to go to the blog, read it, and say, “Oh, yeah, now I need to go back to FB and share this!”
It’s still a better way to expand reach that email, I think? Sharing makes use of the network of friends that each FB follower has, while relatively few will forward a newsletter to more than one or two people.
One thing about email newsletters – I get a few, and many wind up in Gmail’s spam folder, for reasons I sometimes can’t understand. It may be commercial content, but that doesn’t seem to be consistent…but whatever it is, it’s worth taking the effort to understand why stuff gets labeled as spam among popular email providers.
But whatever one chooses to do, tracking progress is vital. I worked in direct mail advertising for several years, and in a market where a 1% rate of return was phenomenal, tracking trends was an absolute must. One failed campaign would cripple a business, and two in a row would sink it.
“Carefully crafting what you’re doing to make it worth someone’s while to take the time to share it” — Wise words, Andrew!
Andrew, good points about the importance of content. Facebook might be able to expand a writer’s reach better than an email list if you don’t mind paying increasing more for it. That’s the main cause of unhappy users. Facebook has changed their algorithm several times, and each time users have seen significant reduction in organic reach. And it depends, too, on how hefty your email list is. The readers have shown genuine interest in your content by giving you their email addresses. This may translate to proportionately more sales than your Facebook fans. Recent statistics appear to support this.
Your point about newsletters is well-taken too. Some newsletters are sent out unrequested. These may be the ones that end up in Spam. It’s a good idea for writers to remind readers who are interested enough to sign up for their newsletter to add it to their address book.
This is an area where I’m afraid I’m failing, all the way around.
You are not failing, Shelli, not with the email signup on your blog. 🙂
Thank you, Meghan. With the email sign-up, even though I don’t personally have their emails, if I had important information to post in a blog, they’ll get it. I have a huge email list, but it’s family, friends, work related … I’ve never bothered them with my writing … just once with my book and if I have a post on a special website … those kind of things.
When I used to write for a website, I would let everyone know when I had a new article. But now, my writing is in a magazine … not as easy to access … need a subscription.
It’s never too late to start, Shelli.
What a great post, Mary. I’m planning to come back and read the links later.
I haven’t begun to collect emails yet because I don’t have much to offer as an incentive, and because I’m nowhere close to being published. As I get closer to that point, I intend to begin a newsletter. After I study what’s working for others. 🙂
Jeanne, you have a great blog with an email signup and tons of subscribers! I’d say you’re collecting emails already. 🙂
Thanks for your kind words, Meghan. 🙂
Jeanne, you could start a newsletter. Have a sign-up placed prominently on you blog. The trick is to give readers excellent content every time. The additional benefit is that you’ll gain understanding of what is important to your growing audience and what draws them to you.
So, if I as an unpublished writer began a newsletter, what kind of content would be good to include? I always figured I needed to be close to having a book come out. I am going to have to study more newsletters now. 🙂 I’d love your thoughts on content ideas, though, Mary.
Newsletter … I think I’m too technically challenged for that! 🙂 And not sure if that can be done on blogger/google … might need Word Press for that?
Shelli, I’ve used Aweber, but Constant Contact is popular and Email Chimp. The cool thing about Aweber is that you can set up a few cool newsletters and then as you collect people, they get the whole series starting from the beginning (I send one every two weeks). Then when I have something immediate to post, I can send it out to all subscribers. Most of the templates are pretty easy to use and set up (or borrow a tech savvy friend for the afternoon). I’ve also had very helpful tech support by phone.
My challenge is that the people I’ve been connecting with over the past 13 years have been for yoga teaching and under my real name. I am a licensed therapist now, so have opted for a pen name to keep my therapist self and my fiction writer self separate (my main character has the power to heal with touch and I sadly, do not!). I’m hoping to court some of the yoga people over to my writing, but waiting to find my voice as a blogger and make it relevant or interesting enough that they might follow. Like Jeanne said, I’m also not ready to publish, so I struggle with topics and content. I also don’t want to get too distracted because I need to stay focused on the manuscript!
(Brandy)
Thank you, Mary, for making the point that email is completely in our control. I’ve read similar articles, and I’ve moved the email signup on my blog to the top, even above the social media buttons. I’m still trying to figure out the best format for a newsletter, but I post on my blog two times per week, so fresh content goes out on a regular basis. There’s so much to learn, though, and I appreciate your guidance through these concerns.
Meghan, you are wise to read these articles and keep up with trends. In this evolving world of publishing, it’s nice for writers to know there is something within your control. When formatting your newsletter, be sure to include a few branding elements in the header across the top. It will reinforce your brand recognition every time readers open your newsletter.
That’s a great idea, Meghan … move to top. I have my book advertised there … but it’s been a year since its release, so it’s probably time to move it down.
We were definitely thinking alike on this one, Mary. Love that!
Another great thing about newsletters is the support you receive from subscribers. Their sweet comments are inspiring!
Yes. Thanks for mentioning that, Courtney.
I don’t know if this will help anyone, but I look at the Facebook-blog-newsletter triad as a virtual “country store”.
Facebook is the porch, with the displays and character that will make someone want to pull off the road, and come inside.
The blog is the store itself, with the ‘content’ of what my writing is about. It can have different departments, but should have a central theme, a certain “ambience of values”.
The newsletter is the back room, with the rocking chairs and the pot-bellied stove, where people can come in and set a spell, and talk about life, death, high-school football, and God, in ascending order of importance.
(OK, not to leave out Twitter…it’s the Burma Shave roadside signs.)
You have me in a quandry, Andrew. Thus far, I’ve avoided Twitter (just trying to keep my life manageable). But Burma Shave memories warm my heart! Can’t forget “Don’t stick your elbow out too far, it might go home in another car.” Hmmmm…wondering if I can tweet something people will quote from memory 50 years from now?
Shirlee … I’m giggling because you have me thinking about an old Twilight Zone episode … where someone’s hand is knocked off and follows them home. Spooky!! 🙂 I saw it as a kid … have never forgotten it either. People, don’t let your kids watch stuff like that!! 🙂
Thanks, Andrew! What a great way to think about these different social media.
This is a very thought-provoking posting, Mrs. Keeley, and I am grateful for your having taken the time to research this subject.
Might I suggest that a newsletter is the best place for book and film reviews, and recipes? When I read a writer’s blog, I would like to hear from that individual, directly.
I want to have a part of my world illuminated by her (or his) wisdom.
Reviews and cooking recipes make the experience a bit more distant, and while I appreciate the effort, I find that the colours of the day become pastel, rather than primary.
Surpreet, thanks for offering those excellent ideas writers might want to include in their newsletters. Another one is a short description and of a book you read. Writers also could cross-promote their books this way.
Where do you find those user friendly icons for your blog to invite folks to sign up for your newsletter?
I’ve had good results with my email newsletter. I bring a sign-up sheet to all speaking & signing engagements – plus I have a sign-up app on my phone! (I use Constant Contact). The sign-up box is on every page of my website too. In addition, when I do a big promotion/contest with Litfuse Publicity (one is running right now!), we ask entrants if they want to subscribe.
It’s important to keep a balance between sending newsletters often enough to stay in readers’ minds – but not so often it feels spammy. I send them out about once a quarter – plus every 3-4 weeks around a book release. And I give away a Starbucks gift card with each issue 🙂
Just finished reading the first chapter of “In Perfect Time.”
I can’t wait to read the rest of the book. 🙂
That sounds wonderful, Sarah … not too often and offering a give away. It’s something they can look forward to … not something that weighs one down.
Love the gift card idea! Thanks for sharing!
Y’all are quickly becoming one of my favorite blogs! Such great advice! I’m not published (yet) so I’ve heard the rumbling complaints about the new FB posts but I haven’t had to deal with it yet. It sounds more and more like newsletters are the way to go.
Yup, it is enough to make my head spin! Thanks for the info.
Mine, too, Susan!! 🙂
LALALALA
Head in the sand.
LALALALA
That is the song of my people.
I’ve been told my email sign up on my blog doesn’t work. Which makes me think this winter I need to switch over to a proper website.
Hmmm. Put that on the to-do list.
Been thinking on that, too, Jennifer.
I agree, when I do a free pet portrait give away, or a free illustration my subscriber list grows. I am building a good list and try to connect with each reader. Although my first picture book is still a long way off. My readers are supporting the journey and asking me when will the book be finished. This is a nice way to encourage the writer to keep going. When I have my book finished and published I will offer it as an incentive to join up too, every now and again. Thanks Mary love this post and very frustrated with Facebook.
I haven’t yet started to collect e-mail addresses because of the amount of work involved. It seems daunting. I don’t know how I’d ever find time to write. I have my newsletter name and topics ready to go. I just haven’t started it yet. Again, it’s a time factor more than anything else.
One problem I see in e-mails I’ve received is they are often nothing more than the author’s blog cobbled up into the newsletter. I read the blog; what do I need the newsletter for? I unsubscribe from these—and often quit reading the blog as a result.
Excellent post. I haven’t put together a newsletter yet, but I’ve been toying with the idea. Seems like a valuable use of my time. I’ll have to add that to my goals.
Thanks Mary, that was very helpful info.
Just when we think we have social media figured out it changes.
Thank you for the excellent reminder of the importance of one’s email list. When I started blogging on WordPress.com I was able to make a beginning through their subscription system. This year I switched to WordPress.org and began a more intentional process of gathering emails by signing up for MailChimp. For lists under 2000 MailChimp is free, so it is a nice way to start. The original subscriber list was easy to transfer, and it integrates nicely with WordPress.org themes.
MailChimp also has a great iPad app that I can have on the table at speaking engagements where I sign books — people type in their email and it goes straight onto the list.
My questions echo some of the comments above:
1. My email list gets my blog posts twice a week. Are they going to really want a separate newsletter? (I really like Andrew’s analogy above!)
2. I don’t have a good sense of what would make an appealing newsletter. I would happily subscribe to the lists of a few strangers if you, or your readers, would tell me that they have GREAT newsletters. Hope you can help me find role models!