This morning I received what I think was an author’s book announcement in my email inbox. Several things were “off” about it. First of all, the subject line was vague and actually led me to believe that they were asking for my marketing services. But, when I opened it up I saw that it was sent to “undisclosed recipients”—a mass email. There was no introduction at all. I don’t know this person or how I got on her mailing list, and if I didn’t want to be on it anymore, that’s too bad—no opt-out option!
The body of the email, including all of the text was a graphic, so from my blackberry it just looked like a blank email. The graphic included a header, a picture of the book, and a brief convoluted explanation about the topic, ending with the fact that she can provide fact sheets and videos, too. Come to think of it, maybe this wasn’t a book announcement, but a solicitation for speaking engagements. There was no call to action whatsoever and she never explained the purpose of the email, so I’m honestly not sure.
This was an extraordinarily bad email, but even seasoned authors and speakers can learn a few things from this person’s mistakes.
- Build a relationship BEFORE you blast people with your book announcement. Send out regular newsletters that provide value and build your credibility as an e expert on your topic. If you are collecting email addresses when you speak (which you should be!), you have to contact them at least once every 6 months or you lose the legal right to contact them without asking them to reconfirm their interest. So, unless you are spitting out books at the speed of light, if you’re only sending book announcements, you’re likely spamming your lists. Love and nurture your fans, don’t spam them!
- Let them know how you received their email if they don’t know you. Sometimes you have access to a list after a conference and you can even buy lists, but try to make a connection. Say something like, “I hope you enjoyed your time at the National Flatware Convention as much as I did. Now that your back home and possibly making those final selections, I thought you might be interested in my new book, Forks, Spoons, Knives, Oh My: What Your Need to Know About Your Flatware Before You Buy. Conference attendees receive a 15% discount when using the code SPOON.”
- Always give an opt-out option. It’s the law. If you’re using a newsletter platform such as ConstantContact or AWeber, this will be a built in option. But, even if you’re just sending it from Outlook, you can always add text at the bottom to say, “If you don’t wish to receive emails from me in the future, please reply to this message with UNSUBSCRIBE” in the subject line.
- Don’t over-use graphics. Graphics are great and can really make an email stand out, but if the crucial message is in a graphic, realize that some readers may never see it. Most smart phones receive text only emails, so readers may delete your email if it looks empty or they don’t see any text that conveys why they should read more on their desktop. Also, in most email interfaces, users can select to not see graphics automatically—they have to choose for each message whether they want to see the pretty pictures. If there is no text that hints what the email is about, a busy person will likely just delete it. Value your audience’s time by not making them fish for the meat of the message.
- Remember Who, What, Why, Where, and When? Use those 5 Ws that our elementary teachers pounded in our heads. Who are you? What do you want to tell me? Why are you sending this email? (What action do you want me to take?) Where…can I buy the book? …see you speak? When… does the special end?…is the speech?
- Compelling Subject Lines. For us creative-types, it’s tempting to tease someone with a clever subject line. Sometimes this works, but mostly readers simply need this question answered: Why should I open this email? I worked for a communication expert who emphasized that anything you write should be clear, concise, and correct. Subject lines are no exception, but I think we can add creative in there, too. Clearly tell what the message is about in under 50 characters, and make sure it’s not misleading; there’s nothing more annoying than seeing an email that says an old friend is in town and then opening it to find an offer to enhance parts I don’t even have. Finally, be creative, but know your audience and yourself. If you are witty and funny in person and your topic is one that allows for this, then throw in a little humor, but if you are typically very serious and your topic and audience is very professional, leave the humor out. As an author and speaker you are your brand, so make sure that everything you do is consistent with the brand you want to sell.
Every author and speaker has fans, even if you only have a few right now. When you speak or do book signings, pass around a sheet with an offer for your newsletter or put a bowl in the back where they can drop their business card in to sign up. Then, consistently add the emails to your subscriber list and send out a newsletter that provides value and builds a stronger bond. It doesn’t have to be flashy or lengthy, in fact some of my favorite newsletters are short and to the point and don’t overload me with offers and images. The main thing is to provide quality content. But, please don’t wait until your book is almost out to start this! It’s too late to build those precious relationships and they’ll feel used that you only reach out when you want something from them.