Setting up a mailing list to promote your independently published novels

A mailing list is one of the most powerful marketing tools an independent author can use. Unlike social media, where algorithms dictate who sees your content, an email list allows you to communicate directly with readers who are interested in your work. Over time, this can help you build a dedicated readership, generate book sales, and create a loyal fan base.

How mailing lists work and why they matter

Mailing lists are a direct line to your audience. When readers sign up, they give you permission to send them updates, exclusive content, and promotional offers. This relationship-building tool helps you:

• Build long-term connections with readers who are genuinely interested in your work.
• Keep readers engaged between book releases.
• Promote new books, special discounts, and events.
• Share exclusive content like bonus chapters, behind-the-scenes insights, or personal updates.

How to set up a mailing list

Setting up a mailing list can be as simple or as advanced as you want it to be. Here are two primary approaches:

1. The manual method: collecting and organizing contacts: At book events, signings, or vendor markets, have a signup sheet or collect business cards. Use a simple spreadsheet to store names and email addresses. Manually send emails to your list using your personal email account. Pros: Free and easy to set up. Ideal for authors just starting out. Cons: Managing emails manually can be time-consuming, and sending bulk emails this way may lead to deliverability issues or spam filtering.
2. Using an email marketing service: Services like MailChimp, ConvertKit, and Substack handle the heavy lifting by collecting email addresses, automating emails, and ensuring bulk emails reach inboxes rather than spam folders. Most of these platforms offer free plans with limitations on the number of emails you can send each month.

Factors to consider when choosing an email service

When selecting a mailing list provider, consider the following:

• Pricing: Free plans work well for small lists, but paid plans offer advanced features.
• Ease of use: Choose a platform that fits your technical comfort level.
• Email templates: Professionally designed templates can make your emails more engaging.
• Deliverability: Services like MailChimp improve the chances that your emails won’t be marked as spam.

What to include in your emails

Your email content should be valuable and engaging. Some ideas include:

• Announcements about new book releases and upcoming projects.
• Exclusive content such as deleted scenes, character deep dives, or sneak peeks.
• Special promotions, discounts, or limited-time freebies.
• Personal updates to help readers connect with you as an author.

Streamlining your mailing list with a website or Substack

If you have a WordPress website or use a platform like Substack, you can integrate a subscribe button that allows readers to sign up effortlessly. Platforms like Substack even allow you to write blog posts that double as email newsletters, automating the process while keeping costs low.

A well-maintained mailing list is an investment in your long-term success as an independent author. Whether you start small with a spreadsheet or opt for a professional email service, the key is consistency—keep your readers engaged and excited about your work. If you haven’t set up a mailing list yet, now is the perfect time to start!

Want to learn more about the steps of the novel writing process? Start at the beginning of this series HERE.

Now available in print and on Kindle!

Now that Jack has been forced to reflect on everything he has to lose, he resolves to do better. He’s determined to spend more time at home with his family and repair the relationships that have suffered over the years while he’s been so focused on work. But as Callie’s behavior becomes increasingly bizarre, Jack realizes he has a lot more room to improve than he realized – and it might be too late to save his daughter after all.

For fans of We Need to Talk About Kevin, The Push, and Baby Teeth.