Win-back Sequence for Authors Email Guide
Why Win-back Sequence Emails Fail for Authors (And How to Fix Them)
Your last book launch felt like a sprint, but building an author career is a marathon. Are your past readers still with you, or have they moved on?
Many authors pour immense energy into attracting new readers, often overlooking the goldmine of those who've already shown interest. You've probably noticed that getting a past reader to buy your next book is often simpler than convincing a completely new one.
Yet, how often do we truly focus on bringing those loyal fans back into the fold? A win-back sequence isn't just about sending an email; it's about rekindling a relationship.
It reminds your audience of the value you've given them, shares your evolution, and offers a compelling reason to re-engage with your stories and services. It's a strategic way to nurture your most valuable asset: your existing readership.
The templates below are designed to help you craft compelling messages that resonate with authors and bring past readers back to your world, ready for your next release.
The Complete 4-Email Win-back Sequence for Authors
As an author, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Remember
Remind them of the value they received
Hi [First Name],
Remember that feeling when you connected with a story so deeply, it stayed with you for days? Or that moment you finally understood how to [ACHIEVE OUTCOME THEY SOUGHT FROM YOU PREVIOUSLY]?
We've been thinking about you and the journey we shared. Whether it was through [PREVIOUS BOOK TITLE/SERVICE] or simply our conversations about [TOPIC THEY CARED ABOUT], your engagement meant a lot to us.
Many authors tell us they struggle to keep readers engaged between books. But you've already shown interest in what we do.
You're part of our story, and we believe you still have stories to tell and readers to captivate. We're here to help you rediscover that spark and take the next step in your author journey.
We have some exciting things coming up, and we wanted you to be the first to know.
Best, [YOUR NAME]
This email uses the principle of reciprocity and nostalgia. By reminding them of past positive experiences and the value they received, you trigger a sense of warmth and familiarity. It subtly implies a continued relationship, making them more receptive to future communications.
The Update
Share what is new since they last engaged
Hi [First Name],
The publishing never stands still, and neither do we. Since you last engaged with [YOUR CONTENT/SERVICE], we've been busy exploring new ways to help authors like you connect with their audience and sell more books.
We've refined our approach to [SPECIFIC AREA, e.g., 'reader engagement strategies'] and developed new insights into [ANOTHER AREA, e.g., 'launching a book without burnout']. We've seen authors achieve [POSITIVE RESULT] by implementing these fresh ideas.
For example, we recently helped an author struggling with post-launch slump to revive their backlist sales by implementing a simple [STRATEGY/TOOL]. The results were genuinely exciting.
We believe these updates could be incredibly valuable for your current author journey. We're eager to share how our latest [SERVICE/RESOURCE] can help you achieve your next big goal.
Best, [YOUR NAME]
This email uses the 'novelty effect' and demonstrates continuous value. By showcasing recent developments and results, it signals that you are dynamic and still a relevant resource. It positions your new offerings as solutions to current challenges, reigniting their interest.
The Offer
Give a special incentive to return
Hi [First Name],
As someone who's been part of our author community before, we know you understand the value of dedicated support and proven strategies. That's why we're extending an unique opportunity, exclusively for you.
We’re offering a special incentive to welcome you back: [SPECIFIC OFFER, e.g., 'a 20% discount on your next service package' or 'a free 30-minute strategy call when you enroll in [PRODUCT NAME]']. This isn't just a discount; it's our way of reaffirming our commitment to your success.
We want to see you [ACHIEVE DESIRED OUTCOME, e.g., 'hit bestseller lists,' 'build an engaged fan base,' 'write your next book with confidence']. This exclusive offer is valid for the next [NUMBER] days only.
Don't miss this chance to reignite your author journey with the support you deserve. [CTA: Claim your special offer here →]
Best, [YOUR NAME]
This email employs the principles of exclusivity, scarcity, and social proof (by referencing their past engagement). The special offer acts as a direct incentive, while the time limit creates urgency, prompting immediate action. It frames the offer as a benefit, not just a discount.
The Final
Last chance before you move on
Hi [First Name],
This is a final reminder about the special invitation we extended to you. Our exclusive offer for returning authors, [MENTION OFFER BRIEFLY, e.g., 'the 20% discount on [PRODUCT NAME]'], expires at [TIME] on [DATE].
We understand that author life is busy, filled with writing, editing, and marketing. But sometimes, a small decision can make a huge difference in your long-term success.
This could be that moment for you. If you've been considering getting back on track with your author goals, or if you've been waiting for the right moment to invest in your craft and career, this is it.
After [DATE], this specific opportunity will no longer be available. We genuinely want to see you succeed and continue building the author career you envision.
This is your final chance to take advantage of this unique opportunity to work with us again. [CTA: Don't miss out, Rejoin us now →]
Best, [YOUR NAME]
This email utilizes the psychological principle of loss aversion. By emphasizing the impending deadline and the consequence of missing out, it creates a powerful motivator. It also subtly reaffirms your commitment to their success, reinforcing the value of the offer one last time.
4 Win-back Sequence Mistakes Authors Make
| Don't Do This | Do This Instead |
|---|---|
✕ Believing that once a book is published, the marketing is over and readers will just find it. | Consistently nurture your existing reader base with valuable content and personal updates, making them feel part of your author journey. |
✕ Focusing solely on attracting new readers while neglecting the loyal fans who have already purchased your work. | Implement a systematic win-back strategy to re-engage past readers, reminding them of the connection they felt with your stories and inviting them to your latest projects. |
✕ Sending generic, one-size-fits-all emails to your entire list, failing to segment by past engagement or purchase history. | Segment your email list and tailor your win-back messages to specific groups of past readers, making the communication feel personal and relevant to their previous interactions. |
✕ Waiting until your next book launch to contact past readers, by which time they might have forgotten your work. | Maintain a consistent, valuable connection with your audience, even between book releases, so they remain invested in your author brand and anticipate your next story. |
Win-back Sequence Timing Guide for Authors
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Author Specialty
Adapt these templates for your specific industry.
Fiction Authors
- Share exclusive 'behind the scenes' content about character development or world-building from your next novel to pique curiosity.
- Host a virtual 'read-along' of one of your past books, inviting returning readers to discuss themes and foreshadow new work.
- Offer a short story or bonus chapter featuring beloved characters as an incentive for returning to your mailing list.
Non-Fiction Authors
- Provide a free updated resource, checklist, or template related to your previous book's topic, demonstrating continued value.
- Invite past readers to a live Q&A session or a mini-workshop on an advanced aspect of your subject matter.
- Share testimonials from recent readers who've applied your advice, inspiring past readers to re-engage with your solutions.
Self-Published Authors
- Highlight your growth as an author, sharing lessons learned since their last purchase and how it improves your new work.
- Offer a limited-time bundle deal on your backlist for returning readers, encouraging them to catch up on your entire catalog.
- Create a private Facebook group or community for your most loyal readers, offering exclusive access and direct interaction.
Traditionally Published Authors
- Share insights into the publishing process for your upcoming book, giving readers a peek behind the curtain.
- Organize a virtual book club discussion focused on a theme from your past work, connecting it to your broader author message.
- Announce upcoming events, signings, or interviews where readers can reconnect with you and get exclusive updates.
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