SMBS 618 - Emails That Convert with Trixie Silvertale

Top Story: Launch emails that convert

https://blog.bookbaby.com/how-to-promote-your-book/book-promotion/high-converting-author-newsletter-examples

If you think you're bad at email newsletters, you're not alone, says BookBaby. Many don't seem to know what to say, or when to say it, which often leads to not sending at all, even when they're launching a new book. "Before we get into the examples, it's worth knowing why these [book launch] newsletters convert," says BookBaby. "No matter your genre, [effective book launch] newsletters have five things in common." The first is a reason to open the email; that means a strong, relevant subject line. Once opened, it answers the reader's question of "What's in it for me?" It should help them, give them a sneak peek, or give them something useful. Next, be authentic. Write like an author, not a marketer. "You create deeper connections with your readers by wrapping their hopes, pain, and questions into the narrative and share how your book fits in." Then, give them just the relevant links to your upcoming launch or pre-order, plus maybe a timely link to your most popular series or seasonal promotion they can buy now. The last thing these successful launch emails have is timing; An email newsletter is perfect for teasing your upcoming launch, but don't forget that additional emails are good on launch day, not to mention follow-up emails with bonuses or reminders. Not everyone clicks (or even sees) your first email. BookBaby's simplest example doesn't overthink things. "The subject line can be as simple as 'Preorders open,' while the email body includes a brief story about why you wrote the book. Highlight the benefit to the reader and include the preorder link." If you're featuring limited time bonuses for early buyers or pre-orders, add that, too. Finally, a call-to-action (CTA) suggests that they "Preorder now in your preferred format." Because it's an email, you can includes a P.S., too, with a last-minute reason to purchase, like telling them why they'll enjoy your novel, or fixing a pain point for non-fiction. "This speaks directly to your reader while giving them a simple path to purchase."

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