Spiky Book Sales Publicity: Do Email Marketing Leads Stick?

Novel

It's easy to tell when there's a push to propel a book to a number one spot on Amazon and Barnes and Noble. Your email in box floods with free offers from any marketer who's participating.

To spike high rise sales, the formula calls for participation from dozens of marketers who agree to promote the book to their email list or blog audience on a certain day.

In order to be featured as one of the promotion partners each marketer submits an image, a link to the product and a description. This in itself is a great way to get free visibility.

After you buy the book, you can collect all of the "freebies." But, in exchange for the free item - usually a .pdf or mp3 download -  you often have to enter your name and email address. That puts you on the giver's emailing marketing list. Seems fair, doesn't it? An email for a report or how-to audio.

As a marketer, the prospect of being on a list that goes out to 2 million or more people is alluring. When I had the chance to participate in one of these book promos, I jumped on it. Dreaming about adding hundreds of names to a list overnight is heady.

But, it's just that - a dream. Almost every "lead" that came in unsubscribed. Immediately. These people have no interest in a relationship, only collecting products. And that's okay. Why send out emails to people who will never, ever open them?

Today I updated a page from one of these offers. Noticing that I'd "attracted" a few more grab and runners, I changed the offer page to redirect them to my site and my blog. Now, if they're really interested they can still reach me and isn't the prospect of 300 free articles better than one report? I think so.

What do you think?

Contact Barbara about advertising, a creative project or a speaking opportunity.

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