Are You Securing Repeat Customers?

Email marketing is one tactic many authors use to connect with their audience. Email marketing allows you to have regular exposure to a group of people who are interested in what you have to say.

Repeat Customers Help You Sell More

Conventional wisdom encourages authors to provide a sign-up form on their website where interested readers can subscribe to your author newsletter or updates.

Smart authors usually go one step further and offer a freebie in exchange for an interested reader’s email. This freebie might be a novella, a recipe, a tips sheets, or something else with entertainment or educational value.

Providing a sign up in this fashion is smart marketing. With social media, you cannot control who sees your posts. With email, your information is sent to everyone on your email list. These people at least see that they have received an email from you, reminding them of you and your books.

Some experts encourage authors to sell books direct from your website. This way, you get to collect the contact information on people who buy your book. You can add these people to your email list and continue to market to them as you produce more books.

However, most authors don’t sell books directly from their website and many people prefer to buy books from a book site like Amazon or Barnes & Noble. So, how do you collect contact information for these buyers?

Enter end-of-book offer.

An end of book offer is where you offer the reader of your book access to a freebie in exchange for their email address. This could be similar to the freebies that you offer on your website, but something of value for someone who has finished your book.

I recently finished reading a book. Now, this is not unusual for me because I read at least one book a week. What was unusual was the offer in this book.

collecting emails

This author offered free access to a series of free online mini-courses on the subject of his book. I was somewhat surprised because this was a generous offer.

However, when I visited the site where the free mini-courses were listed, I realized that this author was using these free mini-courses connected to his book as just a gateway into his much larger program.

It turns out that this author has multiple books and numerous online courses available. By offering free access to his mini-course, he is not only collecting email addresses, he is also building his audience for his other offerings.

If you are a one-book author, this technique for building your audience may not be the best idea. However, if you have multiple books and offer online courses, I think that implementing a similar offer in your books would be smart marketing.

Repeat customers help you sell more. According to Small Business Trends:

  • 65% of a company’s business comes from existing customers.
  • The probability of selling to an existing customer is 60–70%.
  • The probability of selling to a new customer is 5–20%.
  • 80% of a company’s profits come from 20% of their existing customers.

If you have more than one product to offer, you want to hook your readers into becoming repeat customers. It is just smart marketing.

Related Posts:
How to Sell More Books
Is Free Really an Effective Marketing Tool?
Are You Offering a Compelling Reason to Buy?

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Photo courtesy of Brett Jordan.

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