A unique blog dedicated to covering the worlds of book publishing and the news media, revealing creative ideas, practical strategies, interesting stories, and provocative opinions. Along the way, discover savvy but entertaining insights on book marketing, public relations, branding, and advertising from a veteran of two decades in the industry of book publishing publicity and marketing.
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Friday, March 21, 2014
Why Your Book Marketing Emails Fail
Your book marketing email is sure to fail most of the time, no matter how well you
write it, no matter how great the offer is. But you only need a certain percentage of favorable respondents to make the email
campaign a success.
why do 75%-98% of recipients never buy from you?
1. The email
bounced back and is no longer good. Emails
change every day – update your list.
emailed the wrong person at an organization.
The HR secretary may not be as good as hitting the manager of training
and development for a book about improving your sales skills.
contacted the wrong organization. A pool
cleaning company doesn’t need a parenting book.
email was picked up by a spam filter.
this may already doom half of your list.
didn’t make a clear call to action.
call to action was rejected because you didn’t show why it was necessary.
offer is nothing exceptional and perhaps a lousy one compared to others.
person reading your email is an intern, assistant or spouse who can’t fully
appreciate what you wrote and thus it doesn’t get forwarded to your intended
we’re not done yet. But you get the
point. Any number of factors – alone or
in conjunction with one another – can and will lead your mass email campaign to rejection.
for the emails that make it through to the right person and they take the time
to open them, how will you influence them to take an action step?
read my earlier post on creating the perfect book marketing email (http://bookmarketingbuzzblog.blogspot.com/2014/03/creating-perfect-book-marketing-email.html). Second, embrace the following
what your reader’s point of view is and craft an email that supports or
how you’ll write to people you don’t know.
How can you address their concerns, fears, or suspicions?
what your reader needs to know. What is
the most important point?
about how you’ll organize your email.
Map it out so you see in which order you introduce certain bits of
that your email will be read on mobile devices.
How will this impact what you present?
how descriptive you are. Are you vague
or specific? Are you wordy and confusing
– or concise and clear?
your email for a tone check. Are you
abrupt or polite? Are you casual or
professional? Do you sound energized or
your email too long or too short?
you state early on why you are writing to them and how you know them – or why
you reached out to them, even if a stranger?
you avoid repetition of phrases or words?
words the recipient will understand.
secret sauce to crafting great book marketing emails is really this: Avoid all
of the obvious mistakes and groom your mailing list. Once you get past all of the filters and
holdbacks, your email will be read and if it makes a decent offer it will be