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Email Marketing Helps Self-Published Authors

By Dan Forootan, President of EZ Publishing

Being an author has never been easy, but it’s never been tougher than it is right now. Publishing is in a constant state of chaos-one that is not likely to subside anytime soon, if ever-and publishing houses are taking fewer and fewer chances as the pressure increases to deliver instant hits in an industry too consumed with the short-term to focus on building the careers of authors. With these hurdles and obstacles in mind, and with the task of self-publishing getting easier and more popular by the year, many authors are choosing to circumvent the system and produce and publish a book on their own.

But many authors are so wrapped up in writing their books-and, understandably, so prideful upon finishing them-that they spend little or no time at all thinking about how to market them and get them into people’s hands. What good is spending all that time on writing a book if nobody sees it? Fortunately for authors, email marketing campaigns are an easy, effective-and, most importantly, inexpensive-way to promote their books!

Authors probably won’t want to hear (or read) this, but an author’s email marketing campaign is probably the most important part of the process. As intimidating as email marketing for authors might seem, though, it should be viewed as an invigorating opportunity to control publicity and maximize one’s audience.

One of the deep dark secrets of the publishing world is that the publicity budgets are extremely thin, and getting thinner. A publicist is not just assigned to one author-he or she is trying to publicize many authors at once. So if you’re an author, that means, through no fault of your publicist, the odds of your book getting the attention it deserves fall somewhere between slim and none. But as a self-published author, you can take things into your own hands with the author’s email marketing campaign.

It’s easy to build the database of addresses necessary to begin email marketing. For authors who have already established websites through which they promote and archive their work, soliciting email addresses, both via a small prompt on the home page and by inviting readers to send you emails discussing your writings, is easy.

Collect these emails and then invest in email marketing software. With affordable, user-friendly email marketing software, you can send out emails promoting the release of your book-to readers as well as local media-and then send emails announcing any appearances you’ll make to promote the book, such as signings and readings. In addition to helping you publicize promotional events for your book that you’ve organized yourself, an author’s email marketing campaign can also help you land important and potentially profitable signings and readings because you’ll be able to inform bookstores and libraries of your ability to target your core audience with direct email marketing.

As easy as it is to build the database, it’s almost as simple to implement the email marketing campaign. With email marketing software, your campaign is not only inexpensive-anyone can find room in the budget for it-but also uncomplicated to manage. Adding and deleting email addresses can be done with the click of a mouse, and the email marketing software allows you to track the delivery of your messages, which helps you further define and pinpoint your audience. Email marketing for authors is a necessity today-begin your campaign today!

Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.

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