How to build an effective author website
Email marketing
On this page:If you do nothing else on your website, set up an email newsletter. An email newsletter is the most efficient means of retaining your existing readers so that a new book is released you can contact your readers to let them know.
Email newsletters can range from a very simple manual email list in Outlook to a self-service fully interactive option that allows users to filter content according to their specific requirements.
Be aware of privacy laws not only in Australia but overseas - if you collect email addresses you will need a clearly defined privacy policy on your website and to adhere to strict anti-spam measures.
We recommend that you use an opt-in method - that is to say that you only collect the email addresses of those users that have specifically given you permission - and that you always offer users the opportunity to leave your mailing list by offering clear instructions on how to do so.
How sophisticated your newsletter is depends on the funds you have available to throw at it. Speculate offers a self-sufficient newsletter module - including the ability to opt-out at any time - that allows users to filter the content they wish to receive as well as a choice of HTML or plain text.
If you don't want to manage your own mailing list, there are a large range of affordable email newsletter tools available such as ConstantContact.com.
We recommend that a newsletter forms part of your marketing plan and that you touch base with your readers on a regular basis - for example twice a year plus on the release of any new books.
Content for your newsletter could be as simple as a personal letter about what is happening in your professional life followed by a list of new features on the website.
The key advantage of owning your own readers is that you are less dependent on your publisher to get the word out about your new book.
AuthorTracker.com is HarperCollins Publishers' email newsletter initiative. Consider how effective this will be as a marketing tool as they build lists of email addresses for each author on their books. Consider the lost potential for a HarperCollins author if they choose to switch publishers and therefore no longer have access to that list of readers.
Consider including a "Tell a friend" feature on your website to make it really easy for users to spread the word about your work and your website.
"Tell a friend" is a simple script that sends an automatic email with a link back to your website.
To adhere to privacy legislation we recommend you DON'T capture these email addresses unless you clearly state what you intend to do with them and give your users the opportunity to opt-out.