By Sean Tinney September 29, 2022
Amazon is a platform to distribute merchandise, not a gross sales technique. However this creator used electronic mail advertising and marketing to chop by means of the noise and create demand for his ebook collection.
Eric R. Asher is a former bookseller and cellist residing in Saint Louis, Missouri. When he isn’t writing, you may often discover him studying, gaming, or buried beneath a small avalanche of Transformers toys. He’s a profitable creator who self-publishes on Amazon.
However that was not at all times the case. Eric needed to navigate by means of the world of publishing to study that writing the ebook is simply step one.
Profitable authors at this time must domesticate an viewers to promote books. Having the proper instruments to create an genuine connection along with your viewers could make all of the distinction.
Eric’s drawback – An “unpublishable” ebook
Eric’s profession hit a crossroads when his agent instructed him certainly one of his books was unpublishable.
“I instructed my agent, ‘I’m fairly certain you’re incorrect. I’m going to take the rights again and do it myself.’ And it ended up being certainly one of my most profitable initiatives.”
Eric determined to self-publish on Amazon. The royalties he might make — with no writer taking a reduce — made it an attractive channel for him.
However as enticing as promoting on Amazon was, simply having a ebook on Amazon didn’t imply Eric would make sufficient gross sales for the ebook to achieve success. Amazon is a platform, not a gross sales technique. Authors must create their very own demand. They should construct an viewers.
Eric’s resolution? Construct an viewers with electronic mail advertising and marketing
The answer to Eric’s drawback was electronic mail advertising and marketing. E mail ensures that he had a built-in viewers of people that know, like, and belief him, irrespective of the publishing outlet. It additionally gave him the power to stroll away from a writer as a result of he had an viewers — and a direct line of communication with them.
E mail permits Eric to proceed constructing relationships with people who find themselves excited by his work even after they end studying certainly one of his books.
No different service — not even social media — is as private, highly effective, and cost-effective. E mail advertising and marketing remains to be 40 times more effective at acquiring customers than Twitter and Fb mixed.
“I’ve mates who promote extra books than I do, however as a result of they’re publishing within the conventional method, many are incomes much less (as a result of royalties).”
Why he selected AWeber
Not all electronic mail service suppliers are the identical. AWeber’s optimistic fame for delivering messages to subscribers’ inboxes — and avoiding the spam folder — was one of many predominant causes Eric turned an AWeber buyer.
“My creator mates have had nightmares with different platforms that had deliverability points. One even misplaced a whole mailing record on one other platform.”
How Eric grows his electronic mail record utilizing AWeber
One of many best methods to start out constructing an electronic mail record is to create a compelling opt-in reward (aka a “freebie” or a “lead magnet”) to your new subscribers.
Eric affords his reward within the type of a free novella ebook, “Whispers of Battle.” Guests obtain a pdf ebook by means of a hyperlink delivered in an automatic electronic mail after they submit their electronic mail tackle.
Whereas not everybody goes to enroll in your free reward, those who do usually tend to buy future books. Construct the connection early by sending them a welcome electronic mail marketing campaign instantly to maintain them engaged.
How Eric units up an automatic electronic mail in AWeber
How Eric builds pleasure along with his viewers
After somebody enters their electronic mail tackle in a sign-up kind, Eric sends them a collection of emails with samples of his writing to allow them to get to know his work. The primary electronic mail has a hyperlink to obtain a free city fantasy novella.
The second electronic mail within the collection contains one other free content material obtain that introduces readers to his different style, Steampunk.
When somebody clicks on a hyperlink in a e-newsletter, that person is tagged primarily based on their curiosity.
“For retargeting, tagging is priceless. If someone clicks on a hyperlink, then the following time I’ve a brand new ebook in that collection, I ensure that they get a notification about one thing new popping out.”
Irrespective of how readers devour his books — whether or not by means of audio, book, or print — Eric retains in contact along with his viewers by means of his newsletters.
And social media? Positive, Eric thinks it’s invaluable, however his e-newsletter is much more invaluable. “I used to assume that the e-newsletter was a pleasant complement for social media. However over time, social media’s algorithms have modified. I feel it’s extra essential to have that e-newsletter as your core. I’ve discovered electronic mail fairly invaluable.”
How Eric units up subscriber tagging in AWeber
Construct tremendous followers by means of electronic mail
In terms of launching a profitable ebook on Amazon, having the proper group of individuals advocating to your work is important.
Eric’s group of tremendous followers assist him increase his attain. They obtain early copies of his books, and depart sincere critiques on ebook distributor websites.
Evaluations assist persuade browsers to purchase. They’re one of the essential drivers of ebook gross sales. They’re the most effective social proof that your ebook is getting learn, and folks have an curiosity within the content material. Amazon additionally takes discover of critiques within the rating. Evaluations can be utilized elsewhere in addition to Amazon, too. Eric repurposes his books’ critiques in his newsletters, producing much more gross sales by means of electronic mail.
“One of many largest issues that I feel numerous authors don’t do is ask for critiques. After sending subscribers a hyperlink to obtain participating content material, I ship an electronic mail: ‘Hey, my new ebook is out. You probably have three minutes, please take into account leaving me a assessment on Amazon.’ Many authors don’t understand how useful a assessment might be. Evaluations are unbelievable.”
Eric retains in contact with this group by way of electronic mail, which finally helps him create stronger relationships with them.
Need to get the identical outcomes that Eric acquired from his electronic mail advertising and marketing?
AWeber has all of the instruments and help it’s essential to develop your corporation or your facet hustle. Get started now.