Blogger: Mary Keeley
Email, that is. In our efforts to keep you up to date on industry news that affects your writing career, I’ve read several articles in the last few months that offer fresh evidence for the value of email lists.
Facebook recently changed their algorithm again to further reduce their members’ organic reach. This means you reach fewer of your fans with your posts. According to Martin Beck’s article “The Drop In Facebook Page Reach Is All About The Competition,” one of the main reasons is that page likes for the average Facebook user have increased more than 50 percent in the past year. Hence the competition.
Facebook’s stated defense of why they need to manage this increase makes some sense. But their method has created many disgruntled users. Facebook changed its algorithm to determine which are the most popular posts and allow only those to reach fans organically. This means if you want to be sure you reach all your fans with your news about your book, contests, and promotions, you need to purchase ads. Of course, this has led unhappy users to claim Facebook’s real reason for reducing users’ organic reach is to increase their profits.
On the other hand, in another article, “5 Myths About Social Media Marketing,” senior creative content strategist Steve Olenski makes the argument that users aren’t seeing great results in sales because of their belief in those five myths. Social media changes rapidly, and users aren’t making adjustments to utilize the platform effectively.
It’s enough to make our heads spin.
What to do?
Enough statistics exist to support continued social media marketing efforts. They just might cost you more. But just as any financial planner would advise you, it’s important to diversify. A recent McKinsey study, “Why Marketers Should Keep Sending You E-mails,” claims that the success rate of email marketing in terms of sales is 40 times greater than all the social media platforms combined. That’s a pretty big claim. Even if it’s only partially accurate, a robust email list has an additional advantage that makes it a valuable part of your marketing plan: It’s completely in your control.
Here are three tips for collecting email addresses:
- Offer contests and giveaways for an autographed book through your website, blog, social media, Goodreads, or at book signings and speaking engagements. Have entrants submit their email address to be included. Be generous with your prizes to make entrants feel they are valued.
- Start a newsletter. Place a user-friendly space on your website for interested visitors to enter their email address to sign up. Offer an incentive to subscribe. This method can be highly successful if you consistently provide interesting, helpful content. Occasionally remind people to sign up when you post comments on social media.
- The more relational you are in your approach, the more people will feel genuine connection with you and want to read what you have to say. Remember, your purpose is that “you need mail.” These collection campaigns aren’t the time to do hard selling.
What email collection campaigns have you undertaken that have been successful? If you have a newsletter, what topics capture readers’ interest?
You need mail. A robust email list is a valuable part of your marketing plan. Click to Tweet.
A balanced approach to your book’s marketing plan includes a sizable mailing list. Click to Tweet.