💌 Why your email list is your book's best friend

An opportunity most authors miss

Hey there, 

If you’re a nonfiction author, you're used to pouring your energy into distilling complex ideas or crafting powerful narratives. Your writing is a skill and a craft you put a lot of time and thought into. 

But there's this other equally important, though less glamorous, aspect of the craft that I see too many authors shy away from, if not completely ignore. 

It’s building and nurturing an email list.

I know, I know. You became a writer to share your expertise or tell your story, not to send emails. 

I get it. But in today's publishing landscape, being a successful author means embracing the business side of writing, too. 

You're not just creating content; you're building a sustainable writing career with an audience of readers.

So, take a minute and listen to why email is your most powerful tool. 

Nearly everyone uses it. In fact, 92% of online adults use email, with 61% using it on an average day. Get this: a 2023 survey found that 88% of email users check their inbox multiple times a day, with 39% checking 3-5 times daily. (Hubspot 2024)

That's a lot of opportunities to connect with your readers.

But it's not just about reach; it's about engagement. 

Sophia Efthimiatou, Head of Writer Relations at Substack, shared some eye-opening data in her interview with author Luke Burgis, A Substack is a book's best friend:

"We looked at the data internally, and the numbers support this claim: the average Instagram account sees an engagement rate of 1% to 5%. Meanwhile, on Substacks, we see open rates in the 30% to 70% range, depending on the size of the mailing list. Book links in posts of Substack writers get click rates ranging from 5% to 15%. This is a stunning number compared with the typical 0.08% to 0.1% on social media."

These aren't just numbers; they're proof that email can be a powerful tool for authors, especially on platforms like Substack. 

But why does it work so well?

Let's break it down:

1. It's personal: Email allows for a one-on-one connection with your readers. It's like having a conversation over coffee about your latest insights rather than presenting at a conference.

2. Authors can meet their readers: Through open chat threads and monthly Zoom get-togethers, you can understand the diverse people engaged in your work. 🤯 Mind-blowing, right?

3. It builds long-term relationships: This is reciprocity built on trust. Readers trust you with their email, time, and attention in return for something valuable, educational, or hopefully entertaining in their inbox.

4. It establishes authority: People look forward to your advice, building your reputation and credibility as a trusted source.

5. It offers measurable impact: You can use tools and analytics to see what readers open and comment on, but you can also connect with readers to get feedback and let them influence future work.

6. It's yours: You own your email list, and no platform changes can take it away. Email has stood the test of time.

Remember, building an email list is a marathon, not a sprint. It takes time and effort, but the relationships you build with your readers - and the platform you create for your ideas - are worth it. 

So, emerging authors, it's your turn. 

Now that we’ve established what a critical tool this is, what’s your biggest struggle with your newsletter? 

…Time management? 

…Worrying about what to write? 

…Fear of taking focus away from your book? 

…Overwhelm?

…Setting up the tech side?

Drop me your thoughts. Because guess what?

I’m going to start talking about ways you can experiment to make your email list work for you, not the other way around.

And this is a platform-agnostic conversation. You could be on MailChimp or ConvertKit, you name it.

But why are some authors growing on Substack and not others? 🤔

We’re gonna start looking at what they're doing, why it’s working, and what’s possible for you.  

Keep writing,