le. It gives you the dopamine hit of likes and comments.
But if you’re building an author business on rented land—platforms you don’t own—you’re taking a risk most writers can’t afford.
Algorithms shift. Accounts get suspended. Trends fade.
Your email list is the only direct, reliable connection you have to your audience.
This post is about why email should be your primary marketing channel—and how to build and nurture a list that actually drives sales.
Step 1: Understand Why Email Outperforms Social Media
Email has:
Higher visibility: Most subscribers will see your message, compared to a small fraction of your followers on social.
Better engagement: Email open and click rates consistently outperform social reach.
More control: No algorithms deciding what gets delivered.
Direct ownership: You can export your list and take it anywhere.
If you want stability, email isn’t optional.
Step 2: Define Your Email Strategy
Your list should have a clear purpose:
Are you building it to:
Sell books and products?
Drive traffic to your website?
Nurture trust before offering services?
Announce events and launches?
Define what success looks like so you can track it meaningfully.
Step 3: Create a Compelling Opt-In Incentive
“Sign up for my newsletter” isn’t enough.
Offer something valuable and specific:
A free chapter or short story
A printable guide or checklist
A mini-course or video training
Exclusive discounts or early access
Make your incentive match your audience’s biggest desire or problem.
Step 4: Set Up a Simple Funnel
An effective email funnel includes:
Landing Page
Clear headline and benefit statement
Short description of what they get
Simple form (name and email)
Welcome Sequence
1–3 emails introducing yourself, delivering the incentive, and explaining what to expect
A soft invitation to explore your books or products
Ongoing Content
Regular emails that nurture connection and keep you top of mind
You don’t need a complex automation—just consistency.
Step 5: Write Like a Human
Your emails shouldn’t read like press releases.
Best practices:
Use a conversational tone.
Share personal stories or behind-the-scenes insights.
Offer value without always selling.
Keep formatting clean and scannable.
Connection comes before conversion.
Step 6: Promote Your List Everywhere
Make it easy for people to join:
Include links in your website header and footer.
Add sign-up forms to your blog posts and landing pages.
Mention your incentive in podcast interviews, guest articles, and bios.
Post about it on social regularly.
Every public touchpoint should lead back to your email list.
Step 7: Track What’s Working
Data helps you improve.
Monitor:
Open rates (above 30% is strong)
Click-through rates
Unsubscribe trends
Conversions (book sales, course sign-ups, client inquiries)
If something isn’t working, adjust subject lines, content, or frequency.
Step 8: Stay Consistent Without Burning Out
You don’t have to email daily to succeed.
Find a rhythm you can sustain:
Weekly: Keeps you top of mind.
Bi-weekly: Still consistent, less pressure.
Monthly: Minimum frequency to stay relevant.
The best schedule is the one you’ll actually follow.
Final Thought
Your email list is the single most important asset you’ll build as an author.
Social media is a megaphone. Email is a handshake.
Focus on the channel you control. That’s where real stability—and sales—live.
— Sloane MacRae
