For the self-published author, understanding the basics of a viral email book marketing campaign can lead to mass name recognition and greater sales. Unfortunately, most amateur email marketers are unfamiliar with what makes a viral email stand apart from a typical flat email. The following is a quick overview of what constitutes a viral email, and how it will work to help you reach your book sales goals:
- A viral email makes its way to new readers on its own. In other words, the readers who first receive your email will feel urged to forward it on to others who are not on your contact list.
- A viral email marketing campaign actually leads to sales. This is your opportunity to take advantage of the proven success rate of direct marketing. Emails advertising your book should contain links directly back to a sales page where purchases can be made quickly.
- Viral emailing requires follow-ups. The average consumer must view an advertisement several times before making a positive purchase decision. Brand recognition, therefore, must be achieved in some form through regular exposure. Keep in mind, of course, that repeated, unwanted exposure will have an adverse affect on your potential customer’s decision making process. Time email send-outs accordingly (bi-weekly at first is usually sufficient, followed by monthly reminders).
- Most viral email marketing campaigns are handled professionally. As a self-published author, creating credibility for yourself is absolutely essential. Consider investing in a professional email marking company that offers design templates, list management, and html codes for sign-up pages. Many services are available for less than $10 per month for small lists (under 500 subscribers).
- Overly promotional emails are never viral. Emails littered with sales pleas, demands, and extreme claims are often either intercepted by spam filters, reported as spam by the reader, or deleted upon receipt. The marketing emails of a professional self-published author should be tasteful and brief, mentioning the release of the novel, where it can be purchased, and perhaps a positive review or two. Avoid garish color schemes, over-sized fonts, and jarring designs.
- Viral marketing usually leads to increased subscriptions. In other words, readers who enjoy your type of work may wish to be updated when you are able to offer a new release. All readers should be able to easily find a sign-up link for your newsletters and announcements with each email.
Keep in mind that in order to make an email viral, it must appeal to a tightly targeted audience. What would make a reader wish to forward your announcement to a friend or family member? How can you be sure to reach your most promising audience? Create each campaign with these questions in mind, and you may substantially increase the success rate of your efforts.
Photo Credit: Photobucket.com/estrangeira
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