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.

Effective Marketing Techniques

If you engage in email marketing, you will find the results of a new study by BuzzStream and Fractl very informative. These two companies teamed up and interviewed 1,001 people to find out which online marketing strategies work best.

A survey of one thousand people is really a small sample size. However, these researchers believe that this sample represents the larger population.

If you are an author with a website that employs a marketing technique—like a pop-up prompting your website visitors to subscribe to your newsletter—then you should pay attention to the results of this survey.

BuzzStream’s goal was to find out which marketing tactics Americans are happy to participate in—and which ones they avoid.

When it comes to giving out an email address and reading newsletters, here is what this survey found:

The Email Inbox

If you hold contests on your website, you will be interested in these findings from the survey:

Marketing Tactics American Participate In

The results from this survey have some good news for authors. I found the following two statistics very encouraging:

  • 85.5% of people will give their email in exchange for a freebie.
  • 57.1% of people will share something on social media in exchange for entry into a contest.

Which results did you find helpful or encouraging?

Related Posts:
Is Free Really an Effective Marketing Strategy?
Effective Content Marketing
Supercharge Your Email Marketing

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Supercharge Your Email Marketing

Social media is great for bringing awareness to you and your books and for connecting with your audience. Sadly, social media is not a big sales driver. Often authors see little return for the time and energy they invest in social media.

Email is not dead. It is still a growing channel. There are over 6.32 billion email accounts. That figure is predicted to reach 7.71 billion by 2021, which is a growth of more than 22 percent.

Email marketing has a much higher return on investment rate than other forms of marketing and advertising. In fact, 80% of companies say that email is their top channel for acquiring new customers. If you are serious about selling books, email marketing should be part of your marketing plan.

Check out these 5 Ways to Supercharge Your Email Marketing in the infographic by Digioh, and start making your email marketing efforts more effective.

5 Ways to Supercharge your emails

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How to Get People to Read Your Emails
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The Responsibility Rests on You

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