On launch day, the readers who matter most are the ones who already want to hear from you. A mailing list is the most reliable way to reach them, because you own it. Social platforms and retailers can change their rules overnight, but your subscribers stay with you.
Why start before the book is out
A list built before launch gives you people to tell on day one, early readers to invite to review and a base to test titles, covers and ideas on. Starting early also gives you time to grow it without pressure.
Give people a reason to join
Few readers sign up for a vague promise of news. Offer something specific:
- A sample chapter or the first few chapters
- A short story or prequel set in your book’s world
- Early access to the cover reveal or launch news
- Extra material such as maps, character notes or a reading guide
Put sign-up forms where readers will see them
- On your home page, above the fold
- At the end of each book page
- Inside the back matter of your book, with a link or QR code
- In blog posts that bring in new readers
- On a dedicated launch landing page
Choose a simple tool
Mailchimp, MailerLite, ConvertKit and similar tools all handle sign-up forms, welcome emails and unsubscribe links. Pick one that fits your budget and that you will actually use, and connect it to your website.
Handle consent properly
If you collect email addresses from people in the UK, UK data protection law applies. In practice that means being clear about what people are signing up for, not pre-ticking consent boxes, linking to a privacy policy, and including an easy unsubscribe link in every email. Only email people who have agreed to hear from you.
Send a welcome email that sets expectations
Deliver the promised freebie straight away, say who you are, and tell subscribers how often they will hear from you. A friendly, short welcome email gets better engagement than a long one.
Keep in touch before launch
Share behind-the-scenes updates, cover options or short excerpts. When launch week comes, your readers will not be hearing from you cold.
Get the foundations in place
A newsletter sign-up needs a website to live on and a launch plan behind it. See our author website design and book launch support services, or check your progress with the launch readiness checklist.
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