Knowing how to run a good email campaign can make a huge difference to your subscribers

If you’re an author looking to grow your readership, sell more books, and build a loyal fanbase, email marketing should be a cornerstone of your strategy.

Social media can be powerful, but it’s also unpredictable. Email, on the other hand, gives you direct access to your readers — right in their inboxes.

Why Email Marketing Works for Authors

Email marketing offers one of the highest returns on investment across any industry. For authors, it means:

• Ownership: You own your list. No algorithm changes can impact your reach.

• Connection: Emails allow for personal, direct engagement.

• Conversion: Subscribers are more likely to become buyers.

Whether you write fiction, nonfiction, or a bit of both, your email list is your most reliable and powerful asset.

Types of Email Campaigns for Authors

Let’s explore the types of email campaigns you can use to stay connected and convert casual readers into lifelong fans.

1. Welcome Series

This is the first impression your new subscribers get.

Goal: Build trust and set expectations.

Content Ideas:

• Your author journey

• What they’ll get by being on your list

• A free story, sample chapter, or printable

• Your social media or website link

Spread this over 3–5 emails to introduce yourself and create a connection.

2. Book Launch Campaign

Planning to release a new book? An email sequence can build anticipation and drive sales.

Timeline: 4–6 weeks before your launch

Content Ideas:

• Cover reveal

• Behind-the-scenes insights (inspiration, deleted scenes)

• Character features or sneak peeks

• Early access to pre-order links

• Launch day celebration and reviews

These emails help readers feel part of the journey.

3. Regular Newsletters

Keep your list warm with ongoing, authentic updates.

Frequency: Weekly, biweekly, or monthly

Content Ideas:

• Writing updates

• Book recommendations

• Reader shout-outs

• Excerpts or bonus content

The goal is to entertain, inform, and remind them why they signed up.

4. Sales and Promotions

Running a discount or limited-time offer? Let your list know.

Best For: Boosting sales, spotlighting older books, and re-engaging readers

Tips:

• Use urgency (“Only 3 days left!)

• Add visuals like book covers

• Include direct buy links

5. Re-engagement Campaign

If some subscribers haven’t opened your emails in a while:

Tactic: Send a short, heartfelt message asking if they’d still like to hear from you

Offer: A fresh freebie or sneak peek can reignite interest

Result: You’ll either re-engage them or clean your list for better deliverability

Best Practices for Author Email Campaigns

Use a reliable email service provider like ConvertKit, MailerLite, or Mailchimp

• Segment your list (new readers, ARC readers, genre-specific readers)

• Write like a human, not a salesperson

• Always include a call to action (buy, reply, forward, etc.)

• Make your emails mobile-friendly

Your email list is more than a marketing tool — it’s your author community.

Whether you’re just starting or have multiple titles published, nurturing that list can lead to long-term reader relationships and sustainable success.

Start small. Show up consistently. And always give your readers a reason to look forward to your emails.