An email list gives an author a positive ROI once they’ve invested in their readers (leads). How do you invest in your leads? By providing them with good value consistently. Keep in mind, you should set the standard of how often you’ll communicate with your leads earlier on (whether it’s weekly or monthly, or only when you have a new release). If you take months to publish a new book, it’s a good idea to have an email or two in between, even if its just-here’s what I’m working on.
In today’s marketplace, you have to pay for everything as far as advertising goes. But building an email list is a low-cost alternative. Set up a landing page on a platform such as MailChimp or ConvertKit and offer a valuable freebie in exchange for an email address. You can also add a sign-up option in your book. People are on their smartphones all the time where there's tons of distraction i.e. social media. You want to be in someone’s Inbox where you have all their attention.
You can get feedback from your readers
If you’ve grown an email list of your ideal readers then you have something valuable. You can now ask your subscribers questions and get direct feedback.
This feedback can be useful because it informs you of what a larger audience may want.
Stay front and center
Staying relevant in the minds of those on your email list is another benefit. There’s a lot of competition out there, so don't let your readers forget you in between publication. Send an email about your daily writing routine, what you're working on, or what you're reading (anything those on your list might find interesting) and stay top of mind.
If you'll like more insight on the book publication process, download the list-building checklist.