Email marketing is one of the most valuable tools for authors to connect directly with their readers, build a loyal following, and drive book sales. Yet, many writers avoid it, often citing reasons that turn out to be common myths. Whether you’re worried about being too technical, not having enough to say, or thinking email is outdated, these misconceptions can hold you back from unlocking the full potential of this powerful platform. In this article, we’ll debunk 19 myths about email marketing and show you the reality behind each one.
If you’re an author who’s been putting off starting an email list, you’re not alone. Many writers come up with reasons why email marketing isn’t for them. But these reasons often turn out to be myths that hold them back from connecting with their readers and growing their audience. Let’s explore 19 common myths about email marketing and the reality behind them.
Myth 1: “I don’t read email, so why would my readers?”
Reality:
Just because you don’t read emails doesn’t mean others don’t. Email marketing remains one of the most effective channels for reaching audiences, with a ROI of $36 for every $1 spent. Many readers check their email daily, and having direct access to their inbox ensures they see your updates, unlike social media posts that can get buried in algorithms.
Myth 2: “Email marketing is dead.”
Reality:
This myth has been debunked countless times. Email marketing is far from dead; it’s thriving. Platforms like Facebook or Instagram can disappear, change their rules, or throttle your reach overnight. Your email list is a direct line of communication you own, making it invaluable for building long-term relationships with your audience.
Myth 3: “I don’t have anything to say to my readers.”
Reality:
If they love your writing, they want to hear from you. Updates can include:
- Sneak peeks of your next book.
- Behind-the-scenes stories or your writing process.
- Personal anecdotes or inspiration.
Your readers are signing up because they want a connection with you—sharing even small updates strengthens that relationship. You want people to root for you when you publish your next book! You need to make those connections!
Myth 4: “No one is going to sign up anyway.”
Reality:
You don’t need thousands of people to start; even a small, engaged list can be powerful. Think about it: if just 100 loyal readers buy your next book at $10 each, that’s $1,000 in sales. As you write more and promote more, your list will naturally grow. Everyone starts small!
Myth 5: “It’s too technical.”
Reality:
Email marketing platforms like MailerLite, EmailOctopus, and Aweber make the process easy, even for beginners. Step-by-step tutorials are everywhere, and many platforms offer drag-and-drop editors and simple automation. If you’re overwhelmed, start small with a basic sign-up form and one welcome email. If you thought I was going to say MailChimp, please go read my rant about why I quit them and why you should not use them. Sorry MailChimp!
Myth 6: “I’ll get around to it later.”
Reality:
Every day you wait is a day you miss potential subscribers. It’s much harder to grow a list after your book launches because you’ve missed the momentum. Starting now allows you to build a solid audience, so when you’re ready to promote, you’re not shouting into the void.
Myth 7: “Social media is enough to connect with readers.”
Reality:
Social media platforms are rented space, not owned. Algorithms change, platforms can shut down, and your posts may only reach a small fraction of your followers. An email list is yours to control, ensuring your messages reach your audience directly without interference.
Myth 8: “I don’t want to bother people with emails.”
Reality:
If people sign up, it’s because they want to hear from you. The key is to provide value—updates, exclusives, and content they can’t get elsewhere. When done right, email marketing feels like a personal conversation, not spam.
Myth 9: “I’m too busy writing to focus on email marketing.”
Reality:
Email marketing doesn’t need to consume your time. Start with just a simple landing page and a short, automated sequence to welcome new subscribers. Once set up, these systems run on autopilot. Spending an hour a week on email marketing can dramatically improve your reach and sales.
Myth 10: “I don’t know how to get people to sign up.”
Reality:
The easiest way is to offer something valuable:
- A free short story or novella.
- A character profile or world-building notes.
- Early access to chapters or bonus material
Make it irresistible, and people will gladly subscribe. If you are truly stumped about what to give out as a reader magnet, can I once again recommend Tammi Labreque’s “Newsletter Ninja” series? Tammi has forgotten more about email marketing and reader magnets than I have ever known.
Myth 11: “I don’t want to pay for email marketing software.”
Reality:
Most platforms offer free plans for small lists, typically up to 1,000 subscribers. By the time you need to upgrade, your email list should be generating enough sales to cover the cost.
Myth 12: “I don’t think email will help sell books.”
Reality:
Studies show that subscribers are 4x more likely to buy than followers on social media. Email allows you to build relationships, offer pre-orders, and promote new releases directly to an engaged audience that’s ready to support you.
Myth 13: “I don’t have enough readers yet to justify an email list.”
Reality:
The best time to start an email list is before you think you need it. Even a handful of readers can be a foundation to grow from. As you release more books, your list will scale, becoming one of your most valuable assets.
Myth 14: “I don’t know how to write emails.”
Reality:
If you can write a book, you can write an email! Keep it conversational and authentic. Imagine you’re writing to a friend who loves your work. You don’t need to be formal or perfect—just be yourself.
Myth 15: “I don’t want to sound salesy.”
Reality:
Your email list is about building relationships, not just selling. Share stories, insights, or exclusive behind-the-scenes content. By engaging your readers in a genuine way, they’ll look forward to your emails. When you do have something to promote, it feels natural, not pushy.
Myth 16: “It’s embarrassing to have a small list.”
Reality:
Everyone starts somewhere. Even authors with massive followings began with one subscriber. The size of your list doesn’t matter as much as the quality of your audience. A small, engaged group of readers who love your work is far better than thousands of uninterested subscribers.
Myth 17: “I don’t want to manage unsubscribes or deal with complaints.”
Reality:
Email marketing platforms handle unsubscribes for you automatically—there’s nothing to manage. Complaints are rare if you’re sending relevant and valuable content. And if someone doesn’t want to hear from you, that’s okay! Focus on the people who do.
Myth 18: “I’ll build an email list when I’ve published more books.”
Reality:
Waiting until you’ve published multiple books means missing out on connecting with early fans who could help build your momentum. Start now, even if you only have one book (or none). Use the list to build excitement for future projects.
Myth 19: “I’m not sure if my genre needs an email list.”
Reality:
Every genre benefits from email marketing. Romance readers love sneak peeks and updates. Fantasy readers want world-building extras. Mystery readers enjoy solving puzzles or getting exclusive clues. No matter your genre, there’s a way to engage readers who crave more of what you create.
