You can now support Brian and Rekka’s podcast on Patreon! Member rewards include an monthly “ramble cast” in which Brian and Rekka sit down to discuss a specific movie (and then very probably veer directly off-course). Today’s episode intro is a good taste of what that will be like.
In today’s episode, Rekka wants to talk to you about an important issue: proper email list management.
Most indie authors already know it’s super important to build a newsletter list, and sometimes it sounds like “AT ANY COST! BY ANY MEANS NECESSARY!” But there ARE things that you can do wrong if you aren’t aware of email newsletter basics and best practices.
For the most part, this episode won’t go into the design of your email. This is more about responsible list management and not ending up blacklisted by your readers (or your mailing list service).
* Use an email marketing software provider: Constant Contact, Mailchimp, MailerLite, ConvertKit (who did not change their name after all and we applaud them for their response to criticism on that topic), aweber, and others.
* Do NOT mail directly (not even with BCC). Brian and Rekka go into detail on why, but yours is not to question why. Just don’t do it.
* Verify your server’s mail settings to increase the credibility of your From address.
* Behave like a good human to avoid being blacklisted, getting your account canceled, and alienating your readers.
* Make sure people know that they are signing up for a mailing list (as of May, GDPR requires this, but it’s always been a good idea)
* DO NOT add people to your list without their consent. Don’t add friends and family to your list because you assume they’ll want to hear from you.
* Don’t buy lists, and don’t sell yours.
* Enable double opt-in for your newsletter sign-up pages and forms.
* Keep a record of where and how people signed up (and how they expressed their consent).
* Periodically cull your list of non-openers to avoid overpaying for subscribers, but don’t assume that someone who’s never opened a link according to the stats doesn’t want your content and send that specific segment an invitation to stay on the list (hint: when they click the ‘No! I want your emails!’ link in your mail campaign, it can move them out of that segment).
* There MUST be an unsubscribe link in every email. If you’re worried about people unsubscribing, offer them options for email frequency.
* When Rekka re-dedicated herself to sending newsletters again (after years of silence), she put her old subscribers on a separate list, sent them one email to ask them to re-subscribe, then deleted that list, leaving it up to those folks to decide whether they still wanted to hear about her projects.
* Email on the schedule that you promise – be consistent to stay fresh in their memory but don’t send them daily emails if they signed up for weekly (or random updates if they signed up for book release alerts).
* If you write in different genres, make sure folks have the option to opt-out of the content they don’t want.
* Use segments and groups to make sure you send the right content to the right people.
* Don’t put Amazon affiliate links in your emails (Amazon TOS demands this).
* Think like an email recipient when you design your campaigns – what would you want to read from an author you like?
* Don’t overdo it on the graphics – Don’t write a wall of text. Give folks one key thing to focus on.
The simplest rule of thumb is to remember that you want your readers to be dedicat...