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List Building and E-Mail Automation

List Building And E-Mail Automation

I‘ve been using a simple but ruthlessly efficient one-pager lead magnet with good success in getting opt-ins. An “opt-in” is someone who stumbles upon the URL and gives you their e-mail address in exchange for the freebie that is being given away.

In this section, I will touch on what items fiction and nonfiction authors can give away in order to attract readers to give their e-mail addresses. The item must be something interesting, exciting, and of informative or practical use to the reader. I always make it a point to over deliver and give items that pack small but play big.

For nonfiction authors, these are some recommendations to entice readers to give their e-mails:

  • Checklists
  • Video training
  • Case studies
  • Cheat sheets and templates
  • Sneak preview of an upcoming book
  • Access to private forums or social media groups
  • Report with quick and easy tips
  • List of industry tips or best practices
  • Audiobooks

For fiction authors, these are some recommendations, but you are only limited by your imagination:

  • Preview chapters
  • Sneak peeks into an upcoming book of the same series
  • Digital artwork
  • Video or graphic teasers
  • Giveaways of other books of the series
  • Audiobooks
  • Character biographies
  • Access to secret social media groups

Exercise:

  1. Which of the above is readily available to you as a free gift to collect e-mail sign-ups?
  2. If none of the options are readily available, which option is something that you can create easily?

How to Get E-Mail Subscribers with Little or No Money Down

  1. Influencers – These are people who have a certain status on a particular topic online. They could be bloggers, celebrities, or lifestyle specialists who are familiar in a niche. Approach them and let them know that you want to share some practical tips on this topic via a blog post, PDF file via e-mail, or a free report. If they find it useful and beneficial, they will then share it to their database of subscribers. If they find it really useful, they will opt into your mailing list! How much will that cost? Virtually nothing other than your time in creating it!
  2. Networking – Go to networking events (there are now a lot of people going to online networking events with pretty good results); some are free and some require a small fee. Collect name cards and ask for permission to add them to your mailing list. Pitch about your book and its unique selling proposition. If the fee is $20, and you get ten leads, the cost of acquiring is $2 per person, which is quite decent.
  3. Content Marketing – If you have a blog, an e-mail list, or a following on social media, make sure you fully leverage and optimize on it. One proven way is with content marketing—sharing valuable content with your readers so that they know you are someone who gives useful information. Getting them to subscribe to your mailing list is easy once you have achieved that. Other than the time spent, there is almost no monetary expenses to it.
  4. PPC Advertising – PPC refers to pay-per-click advertising, where you assign a budget to expose your ads to readers. The two most popular choices are Google AdWords and Facebook Ads. There is a daily or weekly budget assigned so the user will not overspend. The good thing is that you can choose your demographics and audience type, hence the traffic is quite targeted. With books, the leader now is Amazon with a good set of options for selling your books very effectively. But I highly suggest you first focus on getting reviews before you get into Amazon ads which do require a monetary investment. The recommendation is usually having at least 20 reviews up before you begin.
  5. Events and Giveaways – They could be online or offline events. Online events could be in the form of hosting a webinar featuring a few guest speakers or a joint venture where two or more parties come together to pitch their respective products. Other online events could be a viral giveaway or a social media post where you encourage your readers to share the content on their social media channels. Winners will then get a prize based on their rankings. Offline events could be book fairs, an event where you are a guest speaker, or even giving out flyers of your book at heavy-traffic malls and junctions. The possibilities are endless and depend on your imagination and creativity.
  6. YouTube– One of the most cost-efficient ways is to upload a video on YouTube. Examples of various videos include sharing a few tips from your book or a video featuring yourself giving a short presentation. They act as funnels that direct traffic to your e-books.
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