Proven Strategies: Compelling eBlast Copy and Design

Tips and success stories from NetGalley’s marketing experts

The NetGalley marketing team loves collaborating closely with our clients.  We’re working with publishers and authors every day to help put their books directly in front of the NetGalley members who are most likely to read, review, and advocate for them. Since our clients are so diverse (from the “Big 5” houses to self-published authors, and publishers of all kinds of books—bestselling fiction to nonfiction and academic, religious, graphic novels, children’s and YA, cookbooks, and beyond) our marketing team has seen first-hand which strategies have worked to engage many different kinds of readers. 

Our first Proven Strategies post covered how to grab a reader’s attention with a strategic subject line. Now, our marketing team is sharing tips for the next step: optimizing the design and content of a dedicated eBlast, one of NetGalley’s most popular marketing programs. 

Design

Not every publisher or author has the budget or bandwidth to create unique eBlast designs in-house. That’s ok! You don’t have to design an eBlast in order for an eBlast to succeed. NetGalley’s marketing team has a standard eBlast template that can easily incorporate any art or assets. For example,  images you’ve used as Facebook or Twitter covers (like The Bromance Book Club), or graphics from your website or from the jacket art itself, to match the book’s overall branding and achieve a more cohesive look.

The call to action (CTA) should clearly tell the recipient what to do next—and should fit your goal for that campaign. Before creating your eBlast, think about what you want from the recipient: requests, limited-time downloads, wishes, reviews, pre-orders, purchases? Highlight the CTA with color, placement and text treatment. We use standard “button” images that mirror the recognizable action buttons of the NetGalley site, so that recipients can easily spot where to click in the email. 

Plus, make sure to preview your email design across multiple devices and email clients, so you know how it will render for recipients who are reading your email on mobile devices, on their computers, or elsewhere. Our team will help test, too!

Content

Remember that, like all of us, the recipients of your eBlast  are busy and have short attention spans. It is highly likely that they won’t spend very long on your email, so it’s key to design that email with efficiency and readability in mind. Keep the CTA “above the fold” so the recipient can see it without having to scroll too much. Can the recipient answer what, why, and how after just a few seconds of looking at the email? 

And, be sure to include the book’s pub date prominently so they know the best time to submit and post their review. Bookish’s Executive Editor Kelly Gallucci told NetGalley Insights: “My pet peeve is definitely when emails don’t contain enough information. It’s most helpful for me when the author, book title, genre, and pub date are as up-front and clear as possible.”

When writing the content of your eBlast, keep in mind that less is more. Including an entire book description will likely overwhelm a reader, or increase the chance they will lose interest before taking action. Readers scan emails quickly for info that is relevant to them, so divide text into short paragraphs. And remember that a prominent headline (at the top or center of your eBlast) is your second chance at a strong first impression (after the email subject line). Is your headline clear, impactful, intriguing?

Don’t forget to leverage high-profile relationships. Highlight if your author is already a bestseller, or if there are any exciting crossovers into television or film. And if you have quotes from industry professionals or big-name authors, include those but keep blurbs brief

We also recommend considering your secondary goals for the campaign, in addition to the main CTA. For instance, in addition to driving requests on NetGalley, do you also want the book to get more nominations for LibraryReads and the Indie Next List? Include a nomination reminder with deadlines (but only if the eBlast is being targeted to librarians and booksellers). Or, in addition to driving Pre-Orders, do you also want to build an author’s brand and social following? Consider including a short author bio, plus a photo and social media links. Do you want to increase brand awareness for your company or imprint? Make sure to highlight your logo and link to your publisher page on NetGalley so members can “favorite” you. 


Have questions or need advice? Ask NetGalley’s marketing team – marketing@netgalley.com! We’re here to help, and want to help your book succeed. And, be sure to subscribe to NetGalley Insights so that you don’t miss our next Proven Strategies post.

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Proven Strategies: Strong Subject Lines in Email Campaigns

Tips and success stories from NetGalley’s marketing experts

Every day, NetGalley’s marketing team works with publishers and authors to help put their books directly in front of the NetGalley members who are most likely to read, review, and advocate for them. Through years of collaborating closely with clients of all types (from the “Big 5” houses to self-published authors, and publishers of all kinds of books–bestselling fiction to nonfiction and academic, religious, graphic novels, children’s and YA, cookbooks, and beyond) our marketing team has seen first-hand which strategies have worked to engage different kinds of readers.

Dedicated eBlasts are extraordinarily successful and NetGalley’s most popular marketing program. Clients see outstanding results with a custom, highly targeted email campaign to meet their goals. The success of any email can be measured by both the Open Rate and the Click Through Rate (CTR). The Open Rate is determined by how many people open the email, and the CTR is determined by how many people click on a link within the email–for example to Request, Read Now, or Wish.

Today’s Proven Strategies post will focus on the first step to a successful eBlast: A strategic subject line. Remember that the subject line is your chance at a strong first impression, and it will determine whether the recipient will either open the email to find out more, or ignore it (or worse, mark it as spam). Here are some crucial tips:

  • Think about the recipient: Why are they receiving this email? Think about what your recipient is looking for, and use that to guide your messaging to ensure it resonates. Does it give them what they want?
  • Be clear and concise: The subject line should be 10 words or 50 characters max. This helps ensure that the subject line won’t get accidentally cut off on specific browsers or mobile devices.
  • Stand out: Inboxes are cluttered! Be sure your subject line catches a reader’s eye with an emoji or first name personalization.
  • If you can’t decide, test: Torn between two subject lines and unsure which will perform better? Run an A/B Test on a small percentage of the overall recipient list to see which subject line yields a higher open rate, and then use that as your subject line for the rest of the recipients.
  • Target strategically: Make sure the email is being sent to the right people. NetGalley can target specific member types, preferred categories and genres, comp titles and authors, and more. Our marketing team can help you determine which of our members will be the best fit for your book, your goal, and your budget.

Now, let’s see some of these tips in action with some recent successful subject lines. According to Mailchimp, a marketing email from a media or publishing company will have an average open rate of 21.92% (which is slightly higher than what Mailchimp sees as an overall average of 20.81%). Keep that baseline in mind as we look at these examples:

This custom eblast for Berkley’s Those People had an open rate of 51%! The knife emoji adds drama and flair to an inbox, and the question is engaging. This concise subject line also immediately gives the reader a clear idea of what kind of book this is. This eblast was targeted to a highly engaged, genre-specific recipient list who had already interacted with the author’s previous book.

This subject line for NetGalley’s Spring Young Adult Newsletter used a bit of reverse-psychology as a result of an A/B test. Our marketing team first tested this subject line against “YA books to add to your TBR right NOW” and found the “DO NOT OPEN” subject performed better in the test. It’s no surprise–it was attention-grabbing with that emoji, too! This newsletter ended up with a 46% open rate, and was sent to a highly engaged list of members who had previously interacted with similar emails.

This concise, compelling, and slightly mysterious subject line for I Am Yours from Amberjack resulted in a whopping 55% open rate! It responds to a recipient’s desire to connect in a meaningful way with a compelling new voice. The custom targeting for this eblast reached fans of comp titles, and readers who had interacted with promotions in the same genre.

Bonus Tip: Consider using a preheader, which is the preview text that follows the subject line in the inbox display. This can be just as important as the subject line! Make the preheader a call to action or use it as a short summary of the email content (we recommend a 35-50 character limit).


Have questions or need advice? Ask NetGalley’s marketing team – marketing@netgalley.com! We’re here to help, and want to help your book succeed. And, stay tuned for more best practices and success stories in our next Proven Strategies post.

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