Spur Book Sales with E-Mail Newsletters

February 2003
by Nick Wreden

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E-mail newsletters consisting of material based on your book are an inexpensive way to create pre-publication buzz and post-publication publicity, as well as to generate useful feedback. However, you must be careful with distribution and avoid several technical traps.

About a year before the publication of my book FusionBranding: How to Forge Your Brand for the Future, I started sending out excerpts, first to friends and family, and then to industry and other professionals. Sending excerpts of 700 to 800 words every two weeks taught me several lessons–some painful–and boosted initial sales substantially.


Don’t Get Seen as Spam

The most important rule to follow with a book-based e-newsletter is getting permission, or opt-in, from e-mail recipients. If you don’t, you can irritate potential buyers and place your messages in the same category as e-mails about marital aids, get-rich-quick schemes, and other spam. Additionally, if only one person reports your e-mail as spam, you may be blacklisted and lose your ability to send any e-mail. Since getting off the blacklist can take significant time and effort, some people recommend sending a confirmation e-mail to anyone who has subscribed to your newsletter, asking for a reply saying that they did request it.

Another issue: Many ISPs have installed automatic spam-blocking software such as SpamAssassin. These programs “grade” e-mail based on such common…IBPA Members – Click here to view the full article (login required).

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