E-mail blasts are campaigns intended to make books bestsellers with online booksellers. E-mail blasts work well with certain business books, especially motivational books. Incentives that can be a part of the package include free or discounted audiotapes, videos, books or chapters of books, resource lists, courses, newsletter subscriptions, or seminars.
A variation of the e-mail blast that works well for business books is what we call an awareness blast. This blast is intended to provide information and awareness, not free gifts. For example, if your marketing book is targeted to C-level executives (chief executive officers, chief information officers, and chief financial officers), you probably don’t want to conduct giveaways, because they’re too gimmicky for your audience. So, instead, you buy a list of C-level executives from Business Week and then send a general sales e-mail or letter to inform them about your new book. You can include high-level endorsements, favorable reviews, and even excerpts. The cost of buying sharply targeted lists can be expensive, but it can enable you to reach a precise audience.
As we mentioned in our discussion of authors’ Web sites, capturing names and e-mail addresses is a major objective of such sites. If you acquire enough names and addresses, you can hold your own e-mail blast and send other promotions to people who you know have some interest in you and your book.
By Rick Frishman
Reprinted from “Rick Frishman’s Author 101 Newsletter”
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