Our Email Marketing Process — What to Expect
A friendly walk-through of how we build email sequences for authors: lead-magnet design, welcome series, launch sequences, list-warming for new releases, and exactly which platforms (Mailchimp, ConvertKit, MailerLite) we work with — with realistic open-rate and conversion benchmarks.
Email is the highest-leverage marketing channel an author owns — it's the only audience that doesn't get diluted by Amazon algorithm changes, the only place where a launch announcement reliably reaches every reader who said yes, and the only channel where a first-time author with 1,000 engaged subscribers can outperform a midlist trad-pub author whose publisher controls everything else. This page walks you through how we build email sequences that convert: the lead magnets, the welcome sequence, the launch flow, the platform-specific quirks. Honest benchmarks throughout — open rates of 30-45%, click rates of 5-12%, and lifetime-revenue-per-subscriber numbers that make ad-spend math work.
1Before You Order: What's Your List Status?
Email marketing tier choice depends entirely on where you are. Authors with no list need a different opening move (lead magnet + welcome sequence) than authors with a stale 5,000-subscriber list (re-engagement campaign + sunset). Tell us at intake which of these you are; the strategy diverges immediately.
💡 Pro Tips
- No list yet: start with Launch Sequence tier — focuses on building from zero with lead magnet + welcome + first 5 emails
- Small list (under 500): list-growth focus, lead magnet refresh, welcome optimisation
- Mid list (500-5,000): segmentation strategy, launch sequence buildout, automation setup
- Large list (5,000+) but stale: re-engagement campaign first, sunset inactive subscribers, then launch buildout
- Active list (5,000+ engaged): segmentation deepening, behavioural triggers, multi-launch automation
⚠️ Important
- Don't skip platform choice at intake — Mailchimp / ConvertKit / MailerLite / Beehiiv each have meaningfully different features and our build approach changes per platform
- If you bought email addresses or imported a list from a non-opt-in source, tell us before kickoff — we won't build sequences that send to unconsented addresses (deliverability damage + legal risk under UK GDPR + US CAN-SPAM)
2The Three Tiers and What They Actually Are
Our three tiers represent different levels of sequence depth and automation complexity. Pick based on launch ambition, list maturity, and how much ongoing automation you're comfortable maintaining.
Launch Sequence (£197 / $249) — 5-email sequence
A pre-built 5-email launch sequence: pre-launch teaser → cover reveal → 24-hour countdown → launch day → 48-hour 'last chance' nudge. Custom-written for your book and brand voice. Delivered as ready-to-paste templates plus platform-specific setup guide. You schedule and send.
Growth System (£397 / $497) — 10-email sequences
Two full sequences (typically welcome + launch, or launch + post-launch nurture) with 10 emails total. Includes lead-magnet design or refresh, welcome-sequence integration with your existing platform, automation setup (triggers + delays), and launch-week sequencing. We build it inside your platform.
Email Empire (£597 / $797) — 20+ emails
Full author email system: lead magnet, welcome sequence (5-7 emails), launch sequence (5-7 emails), evergreen newsletter template, post-purchase sequence, re-engagement sequence, and segmentation strategy. Designed for authors with 3+ books and ongoing list growth. Delivered live in your platform with handover documentation.
⚠️ Important
- Tier price covers writing + platform setup; ongoing platform subscription costs (Mailchimp ~£8-£60/month, ConvertKit ~£11-£100/month) are paid by you
- Add-on: extra emails beyond tier (£150 / $187 per email — typically used for launch-extension sequences or seasonal campaigns)
- Design assets (custom email header graphics, branded buttons) handled by our design team if not bundled at intake
3How the Process Works — Step by Step
Every email-marketing engagement follows the same five-step rhythm. Total project time is 2-4 weeks depending on tier and platform — what changes is the depth of automation and the number of sequences.
Intake + audit (week 1)
You complete the intake form: book(s) being marketed, target reader, current platform (or platform recommendation if none), existing sequences/lead magnets, brand voice samples, list size and engagement history. We audit the existing setup if you have one — flag deliverability issues, segmentation gaps, broken automation.
Strategy + lead magnet planning (week 1-2)
Lead magnet decision: free novella prequel? sample chapters? character backstory PDF? non-fiction extract? — depends on genre and what reader-question your book answers. Sequence architecture: which sequences fit your engagement model. Subject-line strategy: open-rate optimised against your genre.
Writing + design (week 2-3)
Custom-written emails in your voice (we send 1-2 voice samples for sign-off before writing the rest). Subject lines tested against open-rate benchmarks. CTAs tested for click-rate. Each email signed off before we move to the next.
Platform build + automation setup (week 3-4)
Emails built directly inside your platform (Mailchimp / ConvertKit / MailerLite / Beehiiv / Klaviyo for hybrid commerce + author authors). Automation triggers configured: signup → welcome sequence; pre-order → launch sequence; lead-magnet download → nurture sequence. Tested live with your own email address before going live to the list.
Launch + handover (week 4)
Sequences activated. First 7 days monitored for deliverability issues (bounce rate, spam complaints, open rate baseline). Handover documentation: how to add new emails to existing sequences, how to clone for future launches, how to read the analytics. Plus a 30-minute training call if you've never managed your platform.
4Lead Magnet Strategy
Lead magnets are the single biggest list-growth lever. A well-targeted lead magnet can grow a list from 0 to 1,000 engaged subscribers in 90 days; a generic one ('Sign up for my newsletter!') will not. We recommend lead magnets per genre, not generic ones.
💡 Pro Tips
- Fiction: prequel novella (writing one specifically for the lead magnet) > free first 3 chapters > character backstory PDF > book-club discussion guide
- Non-fiction (business, self-help): chapter excerpt > worksheet/template > video-companion lessons > expert interview transcripts
- Memoir / narrative: bonus chapter / extended ending > photo gallery PDF > 'making of' essay
- Children's: parent-teacher discussion guide > printable activity pack > read-aloud audio sample
- Lead-magnet design (cover art, internal layout, branded PDF) is included in Growth System and Email Empire tiers; available as add-on for Launch Sequence
⚠️ Important
- Don't offer 'sign up for updates' alone — conversion rates of generic newsletter signups are 60-80% below lead-magnet rates
- Don't promise lead-magnet content you haven't written yet — promised-but-undelivered lead magnets are the #1 cause of list-trust damage
Need help refining your book description for the email lead magnet?
Your description appears in lead-magnet landing pages, welcome emails, and launch announcements. Use our free Amazon Description Generator to refine the version that goes into your email funnels — same copy works in both, and the description's hook is what converts on signup pages.
5Welcome Sequence Architecture
The welcome sequence is the first 5-7 emails a new subscriber gets. They decide whether someone sticks around for 2 years or unsubscribes after email 1. We build them around a specific architecture that maximises engagement compounding.
💡 Pro Tips
- Email 1: deliver the lead magnet + brief warm intro (sent immediately after signup, NOT delayed)
- Email 2 (day 1): 'why I write what I write' — the personal hook that turns reader into fan
- Email 3 (day 3): 'recommended reading order' — for series authors, or 'most popular post' for non-fiction
- Email 4 (day 5): a story behind a book / a contrarian take / something the reader can't get from the books alone
- Email 5 (day 7): soft pitch — 'if you liked X, you'll love Y' (your existing book or a book in your series)
- Email 6 (day 14, optional): low-pressure 'reply if you enjoyed' email — surfaces the most engaged readers for future launch testing
- Email 7 (day 21, optional): segmentation — ask reader to identify their genre/interest preferences for future targeting
⚠️ Important
- Don't pitch in email 1 — that's the most-opened email; squander it on a hard sell and unsubscribes spike
- Don't space emails too tightly — daily emails for the first week feels spammy to most reader audiences (test only on highly-engaged genre fiction)
- Don't send your welcome sequence to existing subscribers without a re-onboarding signal — most platforms will let you trigger it accidentally during setup
6Launch Sequence Mechanics
Launch sequences are time-bounded campaigns timed to your book launch. Different shape from welcome sequences: 5 emails over 7-10 days surrounding launch day rather than triggered drip on signup. We sequence them around peak engagement windows.
Pre-launch teaser (T-7 days)
First mention of the new book to your list. Cover reveal, brief premise, pre-order link. CTA: pre-order. Open rate target: 35-50% on engaged lists.
Cover-reveal + behind-the-scenes (T-4 days)
Detailed cover reveal with creative process story. Pre-order CTA. Some authors include a giveaway tied to pre-order conversion.
24-hour countdown (T-1 day)
Final pre-order push. Subject lines like 'Tomorrow!' or 'One more day' perform 10-20% above baseline open rate.
Launch day (T+0)
It's here. Direct retailer links (Amazon US/UK, IngramSpark, Apple Books). Hardest-converting email in the sequence — subject line decides everything. Open rate target: 40-55%.
48-hour 'last chance' / launch-week recap (T+2 to T+7)
Post-launch follow-up to readers who haven't bought yet. Includes social-proof (early reviews, BSR achievement if any), and a soft 'still time' nudge. Conversion rate target: 8-15% of email opens.
7Platform Choice (Mailchimp / ConvertKit / MailerLite / Beehiiv)
Platform matters because automation features, segmentation depth, and pricing scale differently. We're platform-agnostic but we'll recommend based on your scale and how you actually plan to use email.
💡 Pro Tips
- Mailchimp: most-known but increasingly expensive at scale; free up to 500 subscribers; weak segmentation. Best for authors who want a 'set up and don't think about it' tool
- ConvertKit (Kit): the author favourite; great segmentation, deep automation, fair pricing tier from list size 0; free up to 1,000 subscribers. Recommended default for most fiction and non-fiction authors
- MailerLite: cheapest at scale; good landing-page builder; weaker automation than ConvertKit. Best for budget-conscious authors with simple needs
- Beehiiv: newsletter-style with monetisation features (paid subscribers, ad networks); free up to 2,500 subscribers. Best for non-fiction authors building paid newsletter alongside book
- Klaviyo: enterprise-level (overkill for most authors); strong if you also sell merch or a Shopify store alongside the books
⚠️ Important
- Switching platforms mid-list is painful — segmentation maps don't transfer, automation has to be rebuilt. Pick once at intake and commit
- Free tiers eventually convert to paid; budget for £20-£60/month at the 1,000-2,000-subscriber threshold
8Realistic Open-Rate and Conversion Benchmarks
Published email-industry benchmarks are mostly misleading for author audiences — they pool e-commerce, SaaS, and media, and the numbers don't translate. Here's what realistic looks like for fiction and non-fiction author lists at different sizes.
💡 Pro Tips
- New list (under 500 subscribers): 40-55% open rate, 8-15% click rate — early subscribers are highly engaged
- Growing list (500-5,000): 30-45% open rate, 5-10% click rate — typical author-list zone
- Mature list (5,000-25,000): 25-40% open rate, 4-8% click rate — natural decline as list ages
- Stale list (no recent campaigns): expect first re-engagement campaign open rate around 15-25% — re-engagement is part of the rebuild
- Conversion (subscriber to buyer on a launch): 5-15% on engaged lists; 2-5% on stale lists
- Lifetime revenue per subscriber (LTV): £15-£40 over 2 years for genre fiction with multiple books; £50-£150 for non-fiction with high-priced offers
⚠️ Important
- Apple Mail Privacy Protection inflates open rates artificially — open rate has become a softer metric since 2021; click rate is more reliable
- Spam-complaint rate matters more than open rate. ≥0.3% complaint rate triggers Mailchimp/ConvertKit warnings; ≥0.5% can trigger account suspension
- Bounce rate ≥2% on a campaign signals list-quality problems — usually old subscribers; sunset them or trigger re-engagement
9List Hygiene and Re-Engagement
Lists decay naturally. People change emails, lose interest, switch genres. Healthy lists prune inactive subscribers regularly — both because deliverability drops with high inactivity rates and because cost scales with list size on most platforms.
💡 Pro Tips
- Sunset inactive subscribers after 6-12 months of zero opens. Send a final 'last chance' email; unsubscribe non-responders
- Re-engagement campaign before sunset: 3-email sequence asking 'are you still interested?' with a tempting offer (free novella, exclusive content); subscribers who don't engage get unsubscribed
- Re-confirmation for old lists imported into new platforms: send a single 'confirm you still want emails' message; non-confirmers get removed (legally cleaner under GDPR)
- Segmentation by engagement: engaged-30d, engaged-90d, dormant — only send to engaged segments for sales pushes; let dormant tier receive only welcome and re-engagement
⚠️ Important
- Don't keep dormant subscribers 'just in case' — they hurt deliverability for engaged subscribers (ISPs treat low-engagement-rate domains as suspicious)
- Unsubscribes are a feature, not a failure — better an unsubscribe than a spam complaint
10A Small Note on List-Building Patience
Email lists compound. A list of 500 highly engaged subscribers outperforms 5,000 lukewarm ones; an author with 1,000 engaged subscribers reaches them more reliably than the same author with 100,000 followers on a social platform that can throttle reach overnight. The patience pays off across multiple book launches — the list you build for book 1 sells books 2, 3, 4 with declining marginal acquisition cost. We design sequences to compound, not to spike — the sequences shipped today should still be sending opens-and-clicks on book 5's launch in three years.
Ready to commission your email system?
If you have a platform chosen (or want a recommendation) and you know which sequences you need, pick a tier — Launch Sequence (£197 5-email), Growth System (£397 10-email + automation), or Email Empire (£597 20+ emails full system). Not sure which platform or sequences fit your stage? Book a free consultation first — we'll cover platform fit, list-status assessment, and which sequence to start with.
Common Questions
Which email platform do you recommend?
ConvertKit (Kit) is our default recommendation for most authors — great segmentation, deep automation, fair pricing scale from list size 0, free up to 1,000 subscribers. MailerLite for budget-conscious authors with simple needs. Beehiiv for non-fiction authors building paid newsletters alongside books. Mailchimp works but gets expensive at scale and has weaker segmentation. Klaviyo is enterprise-level and overkill for most authors. We're platform-agnostic — once you pick at intake, we build there.
What's a realistic open rate for an author's email list?
New list under 500 subscribers: 40-55% open rate (early subscribers highly engaged). Growing list 500-5,000: 30-45%. Mature 5,000-25,000: 25-40%. Stale list with no recent campaigns: 15-25% on first re-engagement (rebuild from there). Apple Mail Privacy Protection inflates open rates artificially since 2021 — click rate is more reliable. Spam complaint rate ≥0.3% triggers platform warnings; bounce rate ≥2% signals list-quality problems.
Do you write the lead magnet too, or just the emails?
Tier-dependent. Launch Sequence is emails only; you supply the lead magnet. Growth System and Email Empire include lead-magnet design (PDF layout, cover art, internal formatting). The lead-magnet WRITING (the actual chapter excerpt or worksheet content) typically comes from your existing book; if you need a custom novella prequel or original written content, that's a separate ghostwriting engagement. We'll flag at intake which lead-magnet type fits your genre and audience.
What if I have a stale list — should I delete it and start over?
Don't delete — re-engage. Send a 3-email re-engagement sequence: 'are you still interested?' with a tempting offer (free novella, exclusive content), then sunset (unsubscribe) anyone who doesn't engage. The remaining engaged subscribers are gold. We build the re-engagement campaign as part of Growth System and Email Empire tiers. Sunsetting before re-engaging loses the legitimate-but-dormant subscribers who would re-engage with the right hook.
How long does it take to build a 10-email sequence?
2-3 weeks for the Growth System tier. Week 1: intake + strategy + lead-magnet planning. Week 2: writing all 10 emails + voice sign-off iterations. Week 3: platform build, automation setup, testing, handover. Variable is your sign-off speed at the voice-sample and sequence-review stages. Email Empire (20+ emails) typically takes 4 weeks. Launch Sequence (5 emails, templates) is faster — about 1 week.
Do you handle ongoing email management after the build?
Not by default — the engagement is the build, not ongoing send-management. After delivery, you (or someone on your team) writes new emails and schedules sends; we provide the system, sequences, and handover documentation. If you want ongoing email management as a retained service, mention at intake — we can quote a monthly retainer for newsletter writing, list growth optimisation, and launch-sequence creation as new books release. Most authors handle ongoing themselves once the system is built.
Ready to start? Head to the Email Marketing service page to pick a tier — Launch Sequence (£197), Growth System (£397, recommended for most launches), or Email Empire (£597, for authors with 3+ books). Or book a free consultation if you want platform-fit advice or list-status assessment before committing. We'd rather build the right system than the most expensive one.
What's your next move?
If you have a platform chosen (or want a recommendation) and you know which sequences you need, pick a tier — Launch Sequence (£197 5-email), Growth System (£397 10-email + automation), or Email Empire (£597 20+ emails full system). Not sure which platform or sequences fit your stage? Book a free consultation first.
Or contact support if you have questions before ordering.
Free Tools
Amazon Description Generator
Refine your book description — same copy works in lead-magnet landing pages, welcome emails, and launch announcements.
Book Title Generator
Title is the most-repeated element across email subject lines and CTAs. Lock it before commissioning sequences.
Character Name Generator
Useful for fiction authors building lead magnets that include character backstory PDFs or prequel novellas.