How to Build an Engaged Author Email List From Scratch

Imagine this: You’ve just published your dream novel. You’ve poured your heart into every chapter. But when it hits the shelves (or Amazon), you hear… crickets. That’s when you realize: Without an audience, your masterpiece is like a beautifully wrapped gift with no one to open it.

Enter the author email list—your personal golden ticket to building loyal fans, boosting book sales, and maybe even climbing the bestseller charts. But how do you create one from scratch, and what do you do with it once you have one?

Keep reading—we’ll cover all of this and so much more.

Why Every Author Needs an Email List (Yes, Even You)

Think of an email list as your VIP club. Social media is great, but algorithms? They’re like those moody villains in YA novels—unpredictable. Your email list, though? It’s yours. You have full control, and you’re not at the mercy of some Zuckerbergian plot twist.

Plus, email is personal. It lands directly in your reader’s inbox. No distractions from cat videos or that one guy who always posts his gym selfies. Just you and your reader.

Quick Heads-Up: This post is packed with tips and steps, but don’t feel like you have to do it all. Pick the ones that excite you and fit your style—what works for you is what matters most!

Step 1: Find Your Why

Before we get into the “how,” let’s talk about the “why.”
Are you trying to:

• Sell more books?
• Build hype for your next novel?
• Create a community of fans who hang on your every word like they’re waiting for the next George R.R. Martin book?

Knowing your goal will guide your strategy. For example, if you’re a fiction author, your list could offer sneak peeks of your stories. Non-fiction writers? Share practical tips, checklists, or free resources.

Step 2: Choose Your Email Tool

No, you don’t need to be a tech wizard to get started. Today’s email tools make it easy to set up and manage your author email list. Here are some author-friendly options:

• MailerLite: Perfect for beginners. Simple, sleek, and free for small lists.
• ConvertKit: Made with creators in mind, it’s ideal for authors who want to grow fast.
• Substack: Want a newsletter vibe? Substack makes it easy to share updates while building your audience.

Pick one, sign up, and pat yourself on the back. You’re already ahead of most writers.

Step 3: Create a Killer Lead Magnet

Here’s a tip: People won’t just hand over their email addresses for nothing. You need a lead magnet, aka a reader magnet—something so tempting they can’t say no.

• For Fiction Authors: Offer a free short story, a deleted scene, or a sneak peek of your upcoming novel. (Who wouldn’t want a secret chapter from their favorite book?)
• For Non-Fiction Authors: Try a quick-start guide, a worksheet, or even a mini-course. Are you a productivity guru? Share your ultimate daily planner.

Pro tip: Make it unique. Instead of a generic “Sign up for my newsletter,” try “Join my VIP club for exclusive stories, behind-the-scenes secrets, and more!”

Step 4: Build a Landing Page

You need a home base—a simple web page where readers can sign up. Tools like MailerLite or ConvertKit let you create these pages without needing a degree in web design.

Keep it simple. Add a bold headline, a short description of your lead magnet, and an easy-to-spot sign-up button. Done.

But what’s next? Now that your lead magnet and landing page are ready, it’s time to put your list out there like a rockstar on tour. After all, no one will sign up unless they know you exist.

Part 2: Getting Readers to Sign Up for Your Author Email List

So, you’ve picked your email tool, crafted a killer lead magnet, and built a sleek landing page. High five! But here’s the thing: No one will sign up unless they know you exist. You need to put your list out there like a rockstar on tour.

Step 5: Promote Like Beyoncé on Release Day

Your email list isn’t Field of Dreams—just because you built it, doesn’t mean people will come. You need to promote it like Beyoncé drops an album: everywhere, all at once.

Here’s where to start:

Your Author Website

Your website is prime real estate. Make sure your email sign-up form is front and center. Better yet, add a pop-up. (Yes, pop-ups can be annoying, but you know what’s more annoying? Nobody signing up.)

For extra flair, add your form to your blog posts. Example: If you’re blogging about “How to Outline a Novel,” throw in a free chapter outline template as your lead magnet. Boom, instant sign-ups.

Social Media

Social media is where your readers hang out. Use it to tease your lead magnet.

• Fiction authors: Post a snippet of your free short story and say, “Want the rest? Sign up here!”
• Non-fiction authors: Share a tip or stat from your free guide and link to your sign-up page.

Pro tip: Don’t just post once and forget about it. People scroll fast. Post consistently and vary your pitch. (Think: Instagram carousel today, TikTok tomorrow, and Twitter next week.)

At the End of Your Book

Here’s a pro move: Add a call-to-action (CTA) in your books. You’ve got a captive audience—use it!
Something like, “Enjoyed this book? Get exclusive bonus content by joining my email list!” works like a charm.

Look at Colleen Hoover. She’s got her fans hooked, and her newsletters are the backstage pass everyone wants. Be like Colleen.

Step 6: Use Collaborations to Boost Your Reach

Why do it alone when you can team up?

• Partner with Other Authors: Find writers in your genre and swap lead magnet promotions. They shout out your list, you shout out theirs. Everybody wins.
• Host Giveaways: Team up with authors or book bloggers for a prize giveaway. The catch? Readers have to sign up for your email list to enter.

Even bestselling authors like Neil Gaiman collaborated with peers like Terry Pratchett. If they can share audiences, so can you.

Step 7: Tap Into Online Communities

Online forums and groups are a goldmine for connecting with readers. Think: Facebook groups for fans of your genre, Reddit threads about writing, or Goodreads communities.

Here’s the key: Don’t be spammy.

• Join discussions.
• Offer value.
• Then, casually mention your author email list and lead magnet when it fits.

It’s like making friends at a party. Don’t start with, “Hey, sign up for my list!” Instead, share something cool, like your latest book-inspired Spotify playlist, then drop the link.

Step 8: Don’t Forget About IRL Opportunities

Yes, email lists are digital, but you can grow them in the real world too.

• Book Signings: Add a sign-up sheet at your table.
• Speaking Gigs: Mention your list during events.
• Business Cards: Include a QR code that links to your landing page.

J.K. Rowling didn’t start her empire online. She built connections in bookshops and libraries. If it worked for her, maybe it can work for you.

Next, we’ll talk about keeping your subscribers hooked. Because the last thing you want is for them to unsubscribe faster than someone leaving a one star review without saying why.

Part 3: How to Keep Your Subscribers Engaged and Excited

So, you’ve got people signing up for your list. Congrats! That’s half the battle. Now comes the fun (and slightly nerve-wracking) part: keeping them hooked. Think of it like hosting a party. People showed up—yay! But now you need to make sure they don’t leave early.

Step 9: Wow Them with a Warm Welcome

Your welcome email is like a first date. It sets the tone. Get it right, and your readers will fall head over heels. Blow it, and they’ll ghost you faster than a bad Tinder match.

What should your welcome email include?

1. A Friendly Hello: Start with something casual. “Hey there! So excited to have you here!” works great.
2. A Reminder: Mention what they signed up for. (“You’re here for exclusive writing tips and sneak peeks at my books!”)
3. Deliver the Goods: If you promised a lead magnet, include the download link.
4. A Personal Touch: Share something quirky about yourself. (“Fun fact: I once wrote an entire chapter with my cat sitting on my keyboard.”)

Think of this email like a Lin-Manuel Miranda tweet—warm, personal, and impossible not to like.

Step 10: Send Emails That Spark Joy

To keep your subscribers happy, your emails need to be worth opening. Nobody wants to read boring updates. (Sorry, but “Hey, I published a book. Buy it!” isn’t going to cut it.)

Here are some ideas to spice things up:

• Behind-the-Scenes Content
  Take readers into your world. Share photos of your writing desk, drafts of your book cover, or playlists that inspired your latest chapter.
  Fans love peeking behind the curtain. Just ask Taylor Swift—her behind-the-scenes content keeps Swifties coming back for more.
• Fun Extras
  Send quizzes, polls, or even a “Which Character Are You?” game. It’s interactive, engaging, and way more fun than another sales pitch.
• Exclusive Stories or Tips
  Give your subscribers something they can’t get anywhere else. Maybe a flash fiction piece for fiction writers, or a bonus writing prompt for non-fiction.
  Margaret Atwood once shared her writing process in interviews. You can do the same but straight to inboxes.

Step 11: Be Consistent, but Not Annoying

How often should you email your list? The Goldilocks rule applies: not too often, not too little.

A good starting point is once or twice a month. Enough to stay on their radar but not enough to make them want to unsubscribe.

Consistency matters. If you disappear for six months, people will forget who you are. And when you pop up again? Cue the “Who is this?” unsub click.

Step 12: Make It Personal

Generic emails are like those mass-produced Hallmark cards. Nice, but forgettable. Personalization is key.

• Use their name in the email. Most platforms let you do this automatically.
• Segment your list. For example, send one email to your romance readers and another to your sci-fi crowd.

And don’t be afraid to write like you’re talking to a friend. Even Stephen King once said, “Write with the door closed, rewrite with the door open.” The same applies to emails. Start personal, then polish it for your audience.

Step 13: Ask Questions

Want to know what your readers love? Ask them!

• “What’s your favorite genre (or subgenre) to read?”
• “What’s a story you’d love to see me write?”
• “Team coffee or tea?” (Let the debates begin!)

These little prompts turn your emails into conversations. The more engaged your readers are, the more loyal they’ll become.

Pro Tip: I have a growing email list of over 8K subscribers for one of my businesses. I get around 35% open rates on average. That’s more than one in three emails that I send that gets opened by eight thousand people, twice a week. One of the biggest reasons my list is so engaged–I ask them engaging questions!

In the next section, we’ll talk about growing your email list even more and avoiding the dreaded “unsubscribe” button. Spoiler alert: It’s easier than you think.

Part 4: Growing Your Author Email List Even Further

You’ve got subscribers. You’re wowing them with fun emails. But let’s be real: The goal is to grow your list even more. The bigger your email list, the more potential readers you’ll have begging for your next book. So, let’s talk about leveling up.

Step 14: Use Social Proof (Because FOMO Works)

People love being part of something popular. It’s why we all binged “Stranger Things” when everyone was talking about it. Your email list can have that same vibe if you show it off.

• Share Subscriber Numbers: “Join 1,000+ readers who get my exclusive tips!” It sounds way cooler than “Sign up for my newsletter.”
• Show Testimonials: Ask your current subscribers what they love about your emails. Then quote them in your promotions. It’s like a Goodreads review but for your list.
• Brag (a Little): Did your last email get tons of replies? Mention it. “My latest behind-the-scenes story got a ton of love—don’t miss the next one!”

People hate missing out. Play into that.

Step 15: Host a Free Workshop or Webinar

This one’s a game-changer.
If you’re a non-fiction author, offer a free webinar on your area of expertise.

• Writing productivity hacks? Run a 30-minute session on beating writer’s block.
• Cooking? Teach people how to whip up a recipe from your book.

Fiction authors, don’t feel left out!

• Host a Q&A about your writing process.
• Share how you create characters.

At the end of the workshop, direct attendees to your email list for extra goodies. “Want the full outline I used today? Sign up, and I’ll send it over!” Easy win.

Step 16: Create Shareable Content

Make your readers want to forward your emails to their friends.
Think viral content.

• “Top 10 Books That Inspired My Latest Novel”
• “5 Secrets Every Aspiring Author Should Know”
• “Here’s the Playlist I Used to Write My Next Thriller”

Add a line at the bottom of each email: “Loved this? Share it with your bookworm friends!” You’ll be surprised how far word-of-mouth can go.

Step 17: Leverage Freebie Platforms

Freebie platforms are great for growing your list without much effort.

• BookFunnel: Create a free short story or novella, and readers can download it in exchange for their email.
• Prolific Works: Similar deal, but with an emphasis on community sharing.

These platforms are like literary Costco samples. You’re giving readers a taste, and if they like it, they’ll stick around for the full meal.

Step 18: Run Paid Ads (Without Breaking the Bank)

Paid ads aren’t as scary as they sound. Even a small budget can go a long way.

• Use Facebook or Instagram ads to promote your lead magnet. Target your ideal readers. If you write cozy mysteries, aim for people who love Agatha Christie or Louise Penny.
• Try Amazon ads. Promote your book, and in the book description, mention your email list bonus.

Pro tip: Always track your results. You don’t want to spend $50 and get zero sign-ups. Ads are great, but only if they pay off.

Step 19: Build a Referral Program

Let your current subscribers do the heavy lifting. Create a referral program where they get a reward for bringing in new sign-ups.

• Reward ideas: A bonus short story, an exclusive sneak peek, or even a shoutout in your next email.

Neil Gaiman probably doesn’t need a referral program, but imagine if he did: “Refer 3 friends, and get a sneak peek of my next epic fantasy.” You’d have people scrambling to share.

Step 20: Keep Your List Clean

Here’s the thing: Bigger isn’t always better. You want quality subscribers, not people who signed up and forgot about you.

Once a year, clean your list. Send a re-engagement email to inactive subscribers. Something like:
“Hey, I noticed we haven’t chatted in a while. If you still want awesome writing tips, click here to stay on the list!”

The ones who click? Keep them. The ones who don’t? Say goodbye. It’s better to have 1,000 engaged readers than 5,000 ghosts.

In the final section, we’ll talk about long-term strategies to keep your list thriving and your readers raving. Because building a list is one thing, but keeping it alive is a whole other game.

Part 5: Long-Term Strategies to Keep Your Author Email List Thriving

You’ve built your list. Subscribers are rolling in. You’re practically the J.K. Rowling of email marketing. But what’s next? You’ve got to keep this train moving. Let’s wrap this up with some long-term strategies to keep your list thriving and your readers coming back for more.

Step 21: Treat Your Subscribers Like VIPs

Your email list isn’t just a list. It’s your inner circle. Treat them like they’re special, because they are.

• Share news with them first. New book title? Release date? Cover reveal? Tell your subscribers before anyone else.
• Give them early access. Offer pre-orders or limited-edition copies to your email list. (Think of it like Taylor Swift’s “Eras Tour” presale. Everyone wants in.)
• Celebrate milestones. Hit 1,000 subscribers? Finished your first draft? Let your list in on the excitement. They’ll cheer you on like die-hard fans at a midnight book launch.

Step 22: Test, Tweak, Repeat

Email marketing isn’t a “set it and forget it” thing. You’ve got to test what works and tweak what doesn’t.

• Try different subject lines. A simple “New Book Alert!” might work, but something quirky like “Guess Who Just Finished a Novel? (It’s Me!)” might get more clicks.
• Experiment with email length. Some readers love a quick update. Others want a mini novella in their inbox.
• Check your analytics. Look at open rates, click-through rates, and unsubscribes. These numbers tell you what’s working and what needs fixing.

Think of it like editing a manuscript. The more you tweak, the better it gets.

Step 23: Celebrate Your Readers

Your email list isn’t just about you—it’s about your readers. So make them feel seen.

• Spotlight a subscriber. Got a fan who’s always replying to your emails or recommending your books? Give them a shoutout.
• Create polls or surveys. Let readers vote on your next book title or pick their favorite character. It’s like “Choose Your Own Adventure,” but for your writing career.

Brandon Sanderson’s fans fund his projects on Kickstarter because he’s built that kind of trust and engagement. Follow his lead and make your readers feel like part of your journey.

Step 24: Plan for the Long Haul

Building an email list isn’t a sprint. It’s a marathon. The goal isn’t just to grow fast—it’s to grow sustainably.

Set a content calendar for your emails. Plan what you’ll send each month. Maybe a mix of:

• Updates on your writing progress.
• Fun anecdotes or “a day in the life of an author” stories.
• Sneak peeks, bonus content, or exclusive offers.

Consistency builds trust. Trust builds loyalty. And loyalty sells books.

Step 25: Don’t Be Afraid to Ask

Here’s the thing: If you want your email list to work for you, you’ve got to ask for help.

• Ask your readers to share your emails with friends.
• Ask for feedback. What do they love? What do they want more of?
• And yes, ask for sales. When your book launches, don’t be shy about saying, “Hey, it’s out! Go grab a copy!”

Even Stephen King plugs his books, and he’s Stephen King. You’re not being pushy—you’re giving your fans what they already want.

Final Thoughts

Building an author email list from scratch isn’t easy. It takes time, creativity, and a bit of trial and error. But it’s worth it.

Your email list is more than a book marketing tool. It’s a connection to the people who love your stories, your words, and, let’s be honest, probably your cat photos.

So start today. Pick one step, take action, and watch your list grow. Before you know it, you’ll have an inbox full of eager readers waiting for your next book. And when that day comes, you’ll be ready to hit “send.”