The Author's Guide to Email Marketing

think of it like dating your readers

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One of the biggest questions I’m asked on a regular basis by authors is whether having an email list is still considered important. The short answer is yes, very.

If you’ve been treating your email list like a megaphone, sending the occasional buy my book blast and then disappearing for months, it’s time to reframe how you think about email marketing.

Your email list is made up of a group of people who raised their hand, and said they are interested in what you’re doing and want to hear from you. That’s a relationship, and like any relationship, it requires attention, consistency, and genuine connection.

You know I love a metaphor, and the one I’ve come up with for this post is simple: treat your correspondence like you’re dating (your reader). You wouldn’t propose on a first date, and you wouldn’t ghost someone for six months and then show up asking for a favor. The same logic applies to email marketing. Different types of emails serve different stages of the relationship, and understanding that structure is what makes email one of the most effective tools you have as an author.

Before We Begin: Set Up Your Email Platform

If this is new for you, your first assignment is to set up an email platform.

There are a lot of options out there; choose the one that works for you. I recommend Flodesk because it’s designed for creators, has beautiful templates that don’t require design skills, and makes the technical side simple so you can focus on the content and messaging.

Once you’ve set up your account, take time to upload your brand identity (your colors, fonts, logo) and plan out your landing page (how you collect subscribers), welcome email and newsletter structure…all before you start populating the list. This upfront work means you’re not scrambling when someone signs up, or when it’s time to send your first email.

First Date: The Welcome Email

Your welcome email is like sitting down to your first date. The readers on the other end have already shown interest in you by subscribing, and now it’s time to convince them to stick around.

A good welcome email does three things. First, it thanks them for subscribing. Second, it tells them what to expect from you: how often you’ll email and what kind of content you’ll send. Third, it gives them something valuable right away. That could be a free chapter, a reader’s guide, a behind-the-scenes look at your writing process, or a warm introduction to who you are and what you care about.

Keep it focused. Make them feel good about their decision to subscribe, give them a reason to look forward to your next email, and leave them wanting more. Save the full pitch and your entire backlist for later.

Your homework: Create or update your welcome email this week. Most email platforms (including Flodesk and Tertulia) let you automate this, so every new subscriber gets it immediately after adding themselves to your list. Send a test to yourself, and confirm it not only is on brand, but it hits the three priorities mentioned above.

Regular Check-Ins: The Newsletter

This is where most authors struggle with uncertainty around what to say consistently in a newsletter, worry about the right cadence, and anxiety about unopens and unsubscribes.

The reality is, however, if someone is on your list, they signed up to hear from you. That worry about reaching out too soon usually means you haven’t flexed your press post muscle enough yet, not that you’ve emailed too much. Just like in dating and on the other social platforms, consistent communication builds trust. Disappearing for months and then reappearing only when you need something breaks it.

Your newsletter is where you show up regularly and share what matters to you and interests your readers. Updates on your writing, book recommendations, behind-the-scenes moments, thoughts on craft or creativity, what you’ve been reading and thinking about lately are all options to consider. These are those texts and phone calls in between scheduling dates, you know?

Pick a cadence you can sustain and stick to it. You’ve heard me say this before: consistency matters more than frequency. If you can only commit to once a month, as you bring this to life, commit to once a month and show up every single time. Your readers will learn to expect you, and that expectation is what keeps the relationship moving forward.

Your homework: Decide on the direction for your newsletter, and your cadence for sending it. Block time on your calendar to write it and stick to it! Treat this like any other writing deadline (because it is one).

Special Occasions: Launch Emails

Time to take that relationship to the next level! You’ve been showing up consistently, building trust, and providing value. So now, it’s okay to ask for something in return.

Launch emails are for promoting a new book, announcing pre-orders, or asking readers to leave a review. These emails are more direct, promotional, and focused on one specific call-to-action. Subscribers will take action, as long as you’ve done the relationship-building work beforehand.

If your only emails are launch emails, you’re essentially the person who only calls when they need something, or when it’s convenient for them. But if you’ve been showing up regularly, sharing generously, and staying connected, your readers will be excited to support you when you ask. They’re not only buying your book because you asked them to; they’re also rooting for you because they feel invested in your success.

Your homework: Plan your launch email sequence in advance. A typical book launch might include a pre-order announcement, a launch day email, a week-later check-in, and a final reminder. Map it out so you’re not scrambling when the time comes.

The One That Got Away: Re-engagement Emails

Not everyone will open every email, and that’s okay. Do you open every email? Sometimes it helps to put yourself on the receiving end to normalize uncomfortable behavior.

But if someone hasn’t opened an email from you in months, it’s worth reaching out to them directly to see if they still want to be on your list.

Re-engagement emails are simple: I noticed you haven’t opened my emails in a while. I’d love to keep you on my list, but only if you want to be here. If you’re still interested, click here. If not, I understand. Unsubscribe below.

This does two things. It cleans your list (which actually improves your email deliverability and open rate), and it shows respect for your readers’ time and attention. Look at you making an effort in this relationship.

Your homework: Set a reminder to send a re-engagement email once or twice a year to anyone who hasn’t opened an email from you in 90+ days.

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Email feels complicated because we overthink it. But you already know how relationships work: show up, be consistent, give before you ask, and respect the other person's needs and time. Apply that same logic to your outbox, and fundamentally, you'll be fine.

I guess while we’re at it, I should invite you to subscribe to my email list, right? I don’t correspond quite yet, but when I do, you’ll be the first to know.

And catch up on the rest of this series: The Author's Guide to Instagram and The Author's Guide to SEO.

xx

Jessica Sorentino specializes in branding and marketing for authors, helping them connect with readers and position their work for agents and publishers. With over a decade in publishing, she transforms stories into lasting brands through strategy, connection, and visibility.