For nonfiction and true crime titles, building anticipation is all about visibility, intrigue, and credibility. With Black Dahlia, author William J. Mann delivers the definitive account of one of America’s most infamous unsolved murders—one that continues to fascinate readers nearly 80 years later.
To reach those readers, Simon & Schuster ran a Sweepstakes campaign on Booktrovert, offering 100 digital copies for readers to enter to win. The newly-introduced Sweepstakes CTA keeps entries open for 7 days, giving readers ample time to discover and enter to win, sustaining engagement over the course of the week-long campaign.
At the end of the campaign, winners were automatically, randomly selected, and all entrants automatically received a confirmation about whether they won (including retail links to prompt purchase if they did not win). Winners received automatic digital access to the book, leaving nothing for the publisher to do except peek at their results!
This structure makes Sweepstakes an excellent fit for discovery-driven genres like true crime, biographies, and memoirs—where intrigue builds over time and awareness translates directly into sales potential.
Why It Worked
Sustained visibility and steady engagement With seven days of open entry, the campaign maintained strong visibility in the Booktrovert Feed, giving readers ample time to discover and share the promotion.
Built-in post-campaign conversion When the campaign ended, every participant who didn’t win a copy received an email driving to the retail links for the campaign, turning curiosity into measurable clicks and ongoing sales activity. Plus, no one is left wondering about the result of their entry!
Balanced exclusivity and accessibility Offering 100 digital winners created excitement and urgency while still keeping the campaign open and accessible. The best part? Entrants don’t need to fill out any additional personal information (like mailing addresses) and publishers don’t need to do anything at all for fulfillment since it’s all automatic, instant, and completely digital. No shipping required!
Publishers don’t need to do anything at all for fulfillment since it’s all automatic, instant, and completely digital. No shipping required!
The Results
1,917 Total Entries | 100 Winners Selected
“The Sweepstakes campaign was a great addition to our pre-publication strategy! The detailed analytics provided helpful consumer behavior insights, which will inform where and how we connect with readers through publication day and beyond.”
– Elizabeth Venere, Associate Director of Marketing
Sweepstakes campaigns are a powerful way to extend your reach and engagement on Booktrovert—particularly for nonfiction titles that thrive on intrigue and discovery. By allowing readers to participate over several days and then guiding all entrants to retail at close, Sweepstakes keep attention high and drive meaningful follow-through. Whether paired with a Giveaway for instant buzz or used independently for steady awareness, Sweepstakes help turn reader interest into lasting momentum.
Private Campaign, Exclusive to Members of The (Very Gay) Book Club
In July 2025, The (Very Gay) Book Club, curated by NYT bestselling author and “homo historian” Dr. Eric Cervini, offered members an exclusive, free eBook download of Florenzer by Phil Melanson in addition to the hardcover they received as part of the club. The campaign was a collaboration between W.W. Norton, Booktrovert, and the Allstora book club, designed to drive direct engagement with club members.
Campaign Snapshot
Audience: ~1,200 Members of The (Very Gay) Book Club
Offer: Free eBook of Florenzer via Booktrovert
Partners: W.W. Norton, Booktrovert, The (Very Gay) Book Club
Length: 7-day exclusive, private campaign
How We Did It
From conception to execution, this campaign took less than an hour!
Planning: Partners collaborated on campaign details and timing.
Setup: W.W. Norton created and scheduled the private campaign quickly & easily, using the Booktrovert campaign builder within their NetGalley account.
Pre-Launch: The (Very Gay) Book Club sent an email prompting members to create a free Booktrovert account ahead of the drop.
Launch Day: Club members received a follow-up email containing a link to the Booktrovert campaign, so they could claim their free eBook (and instantly send it to their Kobo, Kindle, or read online).
Campaign Period: The exclusive private campaign remained active for 7 days, giving club members plenty of time to access their free eBook.
Reminders: Club members received a follow-up nudge on Day 6 to give them a last chance to participate before the campaign ended.
Why It Worked
Hyper-targeted audience: The campaign spoke directly to an engaged, identity-driven book club community.
Direct, trusted communication: All messaging came from the club itself, boosting open rates and click-throughs.
Exclusivity added urgency: Members knew this was a limited-time, members-only perk.
Seamless collaboration: Publisher, book club, and platform worked in sync, making the experience smooth for all sides.
Data-rich insights: The publisher gained access to engagement metrics and email contacts for easy follow-up.
Easy to replicate: The process was lightweight and scalable for future campaigns.
The Results
Booktrovert campaign had a 28% click rate
11%* of total book club members claimed a free eBook
Booktrovert’s Detailed Analytics offered the publisher and book club host insight into members’ interest in digital fulfillment, demographics of those members, as well as the email addresses of those who participated, making it easy to follow up with them as needed.
Takeaways for Publishers & Authors
Looking to try something similar?
Start with community: Partner with a niche book club, influencer, or membership-based group already talking to your ideal readers, or create your own!
Keep it simple: Use existing tools (like your NetGalley/Booktrovert account) to build private, invite-only campaigns.
Let them lead: Allow your partner (book club host, curator, influencer) to send the messaging to build trust and drive engagement.
Create urgency: Be clear about the window of availability (or number of copies available) to encourage immediate action.
Make it measurable: Use campaign data to understand audience behavior and identify warm leads for future outreach.
We’re here to help!
Want to reach niche readers where they already are? Private Booktrovert campaigns help you connect, convert, and cultivate community! Learn more here, or reach out for more info.
*Campaigns that are digital-only (rather than bundled with print) are likely to see a much higher adoption rate!
Campaign Title:Have a Killer Summer with bestselling author Karin Slaughter Featured Giveaway: We Are All Guilty Here (North Fall #1) Backlist Boost: Landing page included 4 backlist titles with links to buy Bonus Visibility: Promoted to 265K+ Facebook followers
Overview
Giveaway + Retail: New book from one of the world’s most popular and acclaimed storytellers, plus a boost for their backlist!
When you have an author with a loyal following and a buzzy new release, timing and strategy are everything. For bestselling thriller author Karin Slaughter, a limited-quantity Booktrovert campaign helped drive rapid reader engagement and direct traffic to her backlist, while a single Facebook post helped get it in front of an eager built-in audience ready to claim their early copy.
This campaign is a strong example of how Booktrovert can be used to amplify visibility for even the most well-known names in publishing. While it may be easy to assume big-name authors don’t “need” extra exposure, strategic consumer engagement can still deliver clear value, whether it’s building buzz for a new series, reigniting interest in a backlist, or giving loyal fans something exciting to talk about. In this case, a high-impact giveaway not only delighted Karin Slaughter’s audience but also helped turn casual browsers into active readers.
To create urgency and excitement, the team offered 250, first-come first-served eBooks of We Are All Guilty Here, the first book in Slaughter’s new North Fall series. The response? All 250 copies were claimed within minutes, kicking off a wave of buzz, engagement, and click-throughs to her additional titles.
Why It Worked
Countdown Teaser primed the audience With 265K followers and a compelling offer, Karin Slaughter’s social media post reached readers already eager to engage. The Teaser Countdown ensured her audience would be ready to act the moment the campaign went live, all without additional paid ads or external media support beyond the Booktrovert campaign itself.
Limited quantity = built-in urgency By capping the giveaway at 250 copies, the campaign created a strong sense of FOMO, prompting fast action and word-of-mouth sharing.
Advertised more than one book While We Are All Guilty Here was the featured giveaway, readers were also encouraged to explore more of Slaughter’s backlist through Buy Now links on that same campaign landing page, turning the giveaway into a full author showcase.
Buy Now CTAs for extra impact Featuring additional books alongside the giveaway ensured that even readers who missed the giveaway still had an opportunity to purchase titles immediately.
Social-first Booktrovert campaigns can be a powerful tool to drive attention and activate fanbases. Whether you’re launching a debut or supporting an established brand, pairing a limited-quantity or time-sensitive giveaway with social promotion gives readers a reason to click now. Add in a few Buy Now CTAs, and you’re not just giving away one book—you’re driving interest across an entire catalog.
With a second book on the way and excitement building, Berkley Publishing Group saw a timely opportunity to reintroduce readers to Lucy Jane Wood’s magical world. Her debut novel, Rewitched, was described by NetGalley members as “the most cozy, magical, whimsical, swoony, heart wrenching book!” – Jenny L, Librarian—high praise indeed!
By giving away copies of Rewitched and pairing the campaign with a clear call-to-action to pre-order series follow-up Uncharmed, the publisher created a smooth path from discovery (or rediscovery) to encourage readers to purchase.
Campaign Performance
If you’re familiar with NetGalley, you know that it’s always been our goal to provide tools and metrics that are designed to dovetail with your current strategies while expanding your reach. Booktrovert is no exception! All Booktrovert campaigns include Basic Reporting, which includes campaign traffic stats and clicks on CTA buttons. Add-on Detailed Analytics give publishers access to the email addresses of giveaway participants, as well as bonus charts, downloadable reports, and even more demographic data! Learn more about Booktrovert reporting here.
Snapshot of campaign engagement
Booktrovert members are active, engaged, and excited!
Why It Worked
Backlist-to-frontlist funnel Giving away Rewitched (Lucy Jane Wood’s debut) pulled new readers into Wood’s world, which created a natural interest in the upcoming book, Uncharmed. This can be repeated for every subsequent book by the author.
Pre-launch timing With three months until publication, the campaign generated buzz from excited readers, and boosted retailer algorithm strength. Plus, with over 200 retail clicks to Wood’s debut, it gave a boost to the series right from the start.
Harnessing the power of book buyers Booktrovert’s audience of book lovers and consumers was the perfect fit for this series, driving both interest and intent to buy.
Feed + Email Synergy 68% of views for this campaign came from Booktrovert’s Digest Newsletter. With that email appearing in inboxes 3 hours before the giveaway, excitement is generated early, and encourages return visits to the campaign.
Lean but effective giveaway Even with just 50 giveaway copies, the campaign reached tens of thousands of readers. Since giveaway copies tend to go quickly, we recommend offering 100 or more copies so more Booktroverts can have a chance to claim one. Bonus! Once all copies are claimed, the CTA will automatically switch to retail.
Takeaway for Publishers
You don’t have to wait until the final countdown to drive pre-orders, and you don’t need to worry about giveaways cannibalizing your sales, either. Readers who discover a book through a giveaway often go on to recommend it, review it, or even purchase a copy in another format.
For publishers, a giveaway and pre-order campaign like Berkley’s can serve as a way to build interest and engagement well ahead of a new release, boost retail algorithm strength, and create a fanbase that will be eager for your books long before they hit shelves!
Readers are thrilled to share their excitement about books they’ve claimed.
Catching the attention of readers in a crowded genre
Terina Adams, author of The Unbroken Queen, thought NetGalley was just for traditional publishers. She was pleasantly surprised to find a Romantasy audience eager for her books, and a new social media following who are now excited for the next book in her series.
In this case study, Adams shares her writing routine, the impact and importance of social media, and how NetGalley has helped The Unbroken Queen succeed in ways Adams could not have predicted.
Romantasy is a very popular genre right now! Did you always think that would be the direction you would take your writing?
I’m a very eclectic reader and have already written in four different genres under various pen names, so I’ll likely find my muse leading me to new genres in the future. I write for my enjoyment as well as for my readers, and I find it difficult to confine myself to just one genre. Currently, I’m thoroughly enjoying the romantasy genre and plan to stay here for a while—I already have another series planned and ready to begin.
Talk us through what a typical day of writing looks like for you.
I’m envious of all those morning people because that’s just not me. I love the idea of starting my day super early and finishing earlier, but my brain doesn’t function optimally first thing in the morning. My workday typically starts around 9:00 AM, after I’ve made my daily pilgrimage to the local coffee van and walked the dog. I usually warm up by re-reading the previous chapter. I used to write in one-hour blocks, taking at least a 10-minute break in between to move and stretch. However, I’ve recently purchased an under-the-desk treadmill, which has been fantastic. I can now work continuously until lunch. In the afternoon, I write for a few more hours and handle emails and the business side of writing. Depending on how my day goes, I usually wrap up around 4:00 PM and either go for a jog or walk the dog again.
How has social media impacted / influenced you as both a writer and a marketer?
Social media is definitely a weak point for me—it’s never been something I particularly enjoy, and so I have had to work at it. However, it can be an author’s best friend and a fantastic way to connect with readers. Gone are the days when authors were hidden behind a wall and readers had to send letters to publishers in the hope they may receive a reply from their favorite author. Social media allows authors to be real, personable, and foster direct relationships with their audience. It also has revolutionized book sales. Platforms like Bookstagram and BookTok have become essential hubs for avid readers to share recommendations and discover new books. These sites are invaluable for authors to stay in touch with trending tropes and understand what readers are looking for. Marketing on social media has taught me how to distill the core essence of my book into concise phrases, catchy memes, and enticing hooks. It’s a great way for authors to peel back the layers and get to the heart of describing their books.
I appreciate the extended availability period for my book and the diverse readership it reaches. NetGalley has helped me connect with readers I might not have been able to reach otherwise.
This is your first experience using NetGalley. What drew you to using our services for The Unbroken Queen?
I’m always looking for new ways to market my books, and one strategy I use is to get my book into as many readers’ hands as possible before release. I’ve experimented with different platforms and initially thought NetGalley was mainly for traditional publishers. However, once I explored it further, I was excited by the opportunities it offered. I appreciate the extended availability period for my book and the diverse readership it reaches. NetGalley has helped me connect with readers I might not have been able to reach otherwise.
Toni Morrison on rewriting says, “The revision for me is the exciting part; it’s the part that I can’t wait for—getting the whole dumb thing done so that I can do the real work, which is making it better and better and better.” Did you use any of the feedback or conversations you had from listing your book on NetGalley as an impetus to edit?
No, I didn’t. Most of the feedback I received from reviewers was based more on personal preferences rather than structural, plot, or character issues. As an author, it’s important to remember not to edit by committee. I rely on my developmental editor and a few trusted beta readers to prepare my book for publication. I would consider revising details if I saw recurring reviews mentioning significant issues, such as confusion about the plot, major plot holes, or errors. If there’s a recurring theme in their preferences, I might take that into account when starting another series.
What is your general rewriting process like from the time you start sharing your book with reviewers to when it’s in publication?
My rewriting process isn’t particularly lengthy because I do a lot of editing as I write. I also work with a developmental editor who helps address major structural, plot, and character issues. After that, I share the manuscript with trusted beta readers in my genre, who help fine-tune it. By the time the book reaches reviewers, I’ve already gone over it multiple times. If I notice recurring critiques from reviewers, I’ll make minor tweaks, but I usually leave the book as it is. However, I may take those critiques into consideration for my next series, especially if I believe they can help me craft a more compelling story. It’s important to remember you can’t write a book that pleases everyone.
Writing can be a lonely process, how has using NetGalley helped you build a community for your most recent book and how can you leverage that community for your forthcoming book?
NetGalley has been fantastic for building a community around my books. I’ve connected with Bookstagrammers I wouldn’t have reached otherwise, thanks to the platform’s extensive user base. With the second book in the series being released this month, NetGalley has provided me with a list of enthusiastic Bookstagrammers eager to review and feature it. It’s been an invaluable resource for expanding my reach and engaging with passionate readers.
The most crucial aspect of any book’s success is how well you market it to your target audience.
With over 4,000 Impressions, 500+ Members with Access, and more than 130 Members (and counting!) who have left Feedback, your book has gained a lot of traction since listing it in our catalog in March. What do you think makes your book stand out to readers?
Honestly, I’m not entirely sure, but it certainly helps that romantasy is a popular genre right now, with many readers actively seeking books in this category. However, the most crucial aspect of any book’s success is how well you market it to your target audience. First impressions matter, so your cover should be clear and genre-specific. It should stand out while still aligning with the visual expectations of the genre. Once you’ve caught the attention of your ideal reader with the cover, the blurb must then convince them the story inside is exactly what they’re looking for. It’s also beneficial to understand your genre conventions, and you’ll earn extra points if you’re familiar with beloved tropes within the genre. Knowing these elements can help you better meet readers’ expectations and enhance your book’s appeal.
Which specific features of NetGalley have felt the most exciting to you as you ushered your book into the world?
The NetGalley feature I loved the most was the promotions, which significantly boosted the visibility of my book after the initial excitement from its listing started to fade. The reports feature was also great, providing valuable insights into how readers were perceiving and receiving my book. It was fantastic to see positive responses to my cover and blurb, as they are crucial in shaping readers’ interest and expectations, and it was reassuring to know I got those right. I also enjoyed seeing how many people indicated they would recommend my book to others.
Where is the most value you have found in using NetGalley as a tool for The Unbroken Queen?
The most valuable aspect of using NetGalley for me has been connecting with Bookstagrammers and BookTokers. Book marketing often involves extensive outreach, and while you can DM book influencers and anyone on social media interested in books, it requires a lot of research to find the right people for your genre, and there’s no guarantee on how long their TBR list might be. NetGalley, however, provides access to a large list of avid readers already searching for their next read. I was thrilled to see how many people shared my book on their social media pages, sparking a lot of conversation around it.
With the archive date for your book in the fall, what do you hope to achieve on NetGalley in the next few months?
I’ve been very pleased with the results from NetGalley so far. I continue to receive requests, and I’m happy to let the process run its course until the archive date.
NetGalley has been the perfect complement to my other marketing efforts, helping to expand my book’s reach and visibility.
What are the takeaways you have gained from your experience using NetGalley and how will they impact marketing your forthcoming book, The Reluctant Queen?
I will definitely use NetGalley again. It’s an excellent way to reach a diverse range of readers effortlessly. The key is to build buzz around your book before its release, gathering a group of enthusiastic fans who are excited to discuss your book and share it with others. NetGalley has been the perfect complement to my other marketing efforts, helping to expand my book’s reach and visibility. Thanks to NetGalley, I have a list of Bookstagrammers and BookTokers who are keen to help me spread the buzz about the second in my series The Reluctant Queen.
Happy Pride! NetGalley offers a wealth of insightful data that sheds light on the latest trends and preferences, and we’re thrilled to focus on the LGBTQIAP+ category this month. If you haven’t browsed this categories recently, you may be missing out! In the past 12 months, publishers have added over 950 new books, generating a lot of engagement and excitement from the NetGalley community.
Read on for a glimpse at some of the Most Requested and Top Performing books in the LGBTQIAP+ category
Most Requested*
On average, books in this category receive about 317 requests and auto-approvals. This includes activity generated when a publisher invites a reader to access the book using the NetGalley widget or makes the book available to ‘Read Now’, in addition to organic requests from NetGalley members. The Feedback Ratio (amount of Feedback returned based on all types of approval) is 34%.
* Most requested status changes regularly.Books listed in this article were among the most requested in June 2024.
Top Performing**
** “Top Performers” refers to the amount of Feedback titles received. Books listed in this article were among the Top Performers in May 2024.
Case Study: Vengeance Planning for Amateurs by Lee Winter
Penguins, plotting, and payback? Yes please! This cover was love at first sight for the NetGalley team, but it was the “offbeat elements” and “cast of colorful characters” that had NetGalley members hooked. Here’s more of what readers thought about Vengeance Planning for Amateurs:
96 Feedback as of May 29, 2024
Average 4.4 star rating
95% of approved reviewers would recommend this book/author to their audience
Launch your frontlist or leverage your backlist! We have both on-site and email promotions for every budget, goal, and type of book. Learn more or view the full Media Kit here.
This newsletter was sent to 36,500 members who are interested in LGBTQIAP+ books, and saw a 39% open rate!
Information in this article is from May 2024, unless otherwise specified.Data includes details from NetGalley.com.
Countdown Teaser primed the audience
Backlist-to-frontlist funnel
