Many nonfiction authors know they “should” start an email list, but months, or even years, pass before they actually begin. The reality is, many of the reasons we don’t start are because we don’t see the value, think it’s too complicated, or just don’t have the time.
While those are valid points, I’m going to share the three big areas I’ve seen the most resistance, and how to overcome them.
Key Takeaways
1. I’m Not Ready Yet
You may think you need a huge audience, a finished book or offer, or maybe you simply underestimate the long-term value of an email list. I have been there!
The problem is this mindset is rooted in the belief that your email list is something you build later, when you’ve ‘made it’. People see email marketing as a final stage of business growth rather than a foundational one.
Every major newsletter you receive today once started with zero subscribers.
As an author specifically, you’ve written a book to build authority, to lead and share your knowledge, or simply to heal and help others heal through your words.
When you build your email list and start sharing your message before the book is finished, you are building a strong foundation, and an audience interested in your voice, that builds momentum and can help your book launch from the very beginning.
The reality is, the benefits of a small but engaged email list far outweigh those of a large but disinterested audience.
2. Social Media Feels Easier
Social media can feel easier. There’s no real set up. You have a built-in network. You can just start sharing and interacting. So easy!
But social media has a few big challenges.
- You are at the mercy of the algorithms.
- You don’t own the platform and a random complaint or smart hacker can have your profile pulled forever.
- Your content will inevitably get buried.
Social media is a great tool for networking but your email list is one of the best ways to continually talk to an audience who is invested in what you’re building, and has raised their hand and said they want to hear from you.
Your followers on social media are borrowed. Your email list is something you own and can take with you no matter how platforms, or algorithms, change.
3. The Setup Feels Overwhelming
If you’ve spent any time online, you’ve probably heard it all – you need an opt-in and a welcome email sequence and automations and a funnel. Then there’s the platform choices and email template design choices.
It’s easy to fall into the hype but I’m here to tell you, it doesn’t have to be that deep.
Choose a platform
There are a lot of options. If my clients are just starting out, I recommend starting on a free tier until you build a bigger list. You obviously want to think about the future of your email marketing and features are important, but getting started is even more important. So, if the comparison analysis is getting in the way, know that you can always move in the future. Lists can be exported. That’s the beauty of email marketing.
You own it!
Start Simple
Once you’ve chosen your platform, you need one welcome email and a commitment to a schedule. Again, don’t overthink this and imagine yourself sitting down weekly, spending hours writing emails. If once a month is what it takes to get started, once a month is a win.
Email Platform Recommendations
If choosing a platform is what’s keeping you stuck, here are a few beginner-friendly options I recommend.
MailerLite – Probably my favorite choice with the best overall balance. MailerLite has a simplicity about it that I love. They offer fantastic features – automations, landing pages, and scalability – a nice interface, and their free tier is perfect for first-time list builders.
Kit (Formerly ConvertKit) – Another great option with a free tier. Kit is very creator focused and feature-rich. I found their free tier a little bit limited and it may feel slightly more advanced for some beginners. I believe it’s still a great option to start your journey and Kit definitely gives you room to grow as a creator.
Sender – A “not as well-known” option, but still a solid, budget-friendly option for new authors and smaller businesses. Sender has a generous free plan with basic features included.
While it’s easy to assume you need to be at a certain place in your business before starting an email list, or that email marketing will only add more work to your already busy life, starting early gives you time to find your voice, build relationships, and create consistency long before your book launches.Your email list doesn’t need to be large to be valuable. It just needs you to start.
Starting an email list can feel overwhelming in the beginning. If you know another author who’s been delaying the process, share this post with them.
