In many ways, 2020 is a year that we’re all ready to put in our rear-view mirrors. In spite of the challenges we have all faced, it’s been inspiring to be reminded of the resilience and creativity that imbues our publishing industry. From Big 5 publishers who suddenly found themselves without access to their warehouses, to independent authors who embarked on digital marketing for the first time, we at NetGalley are proud and thankful to be a trusted partner to so many.
Despite the global pandemic, it’s clear that readers continue to turn to books in all formats. NetGalley’s member community grew by 23% in the US (now over 550,000 members!) and 16% in the UK, where we’re on track to break 100k members in 2021. This growth equates to more eyes on your books, which results in even more early Feedback! We are thrilled to report a 30% increase in Feedback/Reviews when compared to last year. Across NetGalley.com and NetGalley.co.uk over 960k Feedback/Reviews were submitted for over 25,000 books and audiobooks.
NetGalley experienced record-breaking traffic and engagement in 2020, especially after the launch of the NetGalley Shelf app and Audiobooks. The NetGalley Shelf app is a simple and streamlined experience for members, making it easier than ever to access the books and audiobooks they’re approved for. In 2021, we will introduce streaming audio to ensure an even more seamless listening experience!
Publishers are approving requests from Librarians and Booksellers at a very high rate–over 90% of requests are approved. This may be because you can easily auto-approve ALA librarians and ABA booksellers from your Settings page. In 2020, these members alone left over 110k Feedback/Reviews!
We know how influential Librarians and Booksellers are, especially when they are nominating books for LibraryReads and Indie Next, in addition to making recommendations to their patrons and customers. If you’re looking for ways to connect with Librarians and Booksellers, consider our monthly Librarian Newsletters or ABA Digital White Box services.
It’s worth noting that the Reviewers on NetGalley have submitted nearly 380k Feedback/Reviews! Reviewers are the largest portion of our community, making the most requests–so even though the approval rate is a little lower than other member types, they are the most significant in terms of overall approvals and Feedback/Reviews.
When approving requests, keep an eye out for members’ individual feedback ratio and remember that you can click through to see all of the reviews they’ve submitted on NetGalley. Here’s more about what you can see in members’ profiles.
In the UK, even though approval rates across both the DRC and audiobook format are extremely similar, it’s clear that UK members (Librarians in particular) are responding very strongly to the audiobook format. Be sure that you are associating your DRC and audiobook formats when both are available on NetGalley! This will ensure that members can request the most relevant format for their interests, and is likely to result in a higher rate of return for Feedback/Reviews.
Using NetGalley tools as a centralized hub for your data
We believe in the power of data. Publishers tell us all the time that they’re looking for more ways to use the data that’s at their fingertips, and we are always happy to work with publishers to help you develop your own unique strategies to use data to target followup, track where reviews are being shared, and to build an even more engaged community on NetGalley. But it’s also important to take a step back and look at the big picture. Early data across titles, imprints, and time can give you real wisdom about what’s working, how you can expect your books to perform, and how to give every book its greatest chance of success.
So, we’re reinforcing that bigger picture–why you should be looking at your early data, plus some ways that you can use both NetGalley Classic and NetGalley Advanced as a centralized hub for data collection and analysis.
Understanding likely results is a crucial part of setting expectations and creating new goals. In NetGalley, you can compare historical data to see how other similar titles have performed in the past, helping you more easily develop those benchmarks and expectations.
“There is never a one-size-fits all marketing plan,” says Kristina Radke, VP, Business Growth at NetGalley. “Publishers have a lot of considerations when building their strategy — genre of book, debut versus established author, marketing budget, pub season, etc. — and they should also be thinking specifically about what they’ve learned from past performances.”
The Title Summary Report shows side-by-side NetGalley activity for a custom group of titles to help you understand standard performance as you’re setting new goals. The report includes Impressions, Requests, Approvals, Downloads, and amount of Feedback, among other data points. You can choose to view a list of titles based on pub date and category, and even narrow based on imprint or whether the books are still active on NetGalley.
For instance: If you’re curious how your Science Fiction titles performed this year compared to last year, use this report to see all of those titles together to understand how that category is trending. Or, if you have a forthcoming book from an established author, you can use this report to find all of your titles from that author in order to see how the previous books performed on NetGalley. This report helps you to more easily set expectations for the new book, or come up with a plan to outperform the previous titles.
One of the important ways that publishers are setting benchmarks is by looking at an author’s previous books or relevant comp titles. The Title Summary Report makes this research easier for you. You can generate NetGalley reports based on specific authors or ISBNs.
This type of reporting centralizes a number of different data points that you can use when planning acquisitions or identifying new market trends. For instance, if activity for a book series is decreasing with each new title, a publisher might consider updating the cover design or re-engaging fans with a promotion. If cookbooks are consistently outperforming expectations, you might bring that information to your acquisitions team looking for the next big thing.
Set your goals before looking at data
Once you have a good understanding of the expectations for a particular type of book, the next step is to clarify your specific goals for the new title. After identifying which metrics are most important to you and what kinds of numbers you’re looking to achieve, you have a better framework for engaging with the data you’ll receive from a new promotion.
Success on NetGalley looks different for different publishers, different authors, different books. It might mean a specific conversion rate from Impressions to Feedback, number of nominations for LibraryReads and Indie Next, or reaching a certain threshold of reviews on retail platforms around the pub date.
Valerie Pierce, marketing director, retail marketing and creative services, at Sourcebooks told NetGalley Insights that when she and her team measure success, they look at a number of different factors. She said, “We have a few key lists that we look at to determine how the pre-publication promotions for a book are performing.” This includes NetGalley requests, cover votes, Indie Next and LibraryReads nominations. She and her team set goals based on past performance of in-house comp titles. “If the number is [below target], we know we have to stop what we’re doing and completely re-strategize. If the number is average, then we look at ways that we can improve them. And if the number is higher than we anticipate, then it not only means that we’ve got a winning strategy – it also means that this might be a title to pour additional resources into. This could include going back to the sales team and asking them to go back out to their accounts, reallocating budget money so that we can fund more advertising, and going back out to media.”
NetGalley reporting provides relevant information for a variety of different metrics and goals to help you get the information you are looking for in a streamlined way.
Measure ROI on marketing and publicity efforts
We know that when you invest time, energy, and marketing dollars into a promotion, you want to know whether that investment was effective. By looking at the Title Activity Chart, you can see spikes in impressions, requests, and other activity, and easily correlate them to campaigns both on and off NetGalley. This line chart visualizes information to show you the impact of your marketing.
“Why wonder, when we can know without a shadow of a doubt, how a campaign performed?” asks Lindsey Lochner, VP, Marketing Engagement at NetGalley. “Having the Open Rate for an eBlast is valuable, but actually seeing the direct result that eBlast had on your book’s overall activity, over the course of its life on NetGalley — that’s powerful. Experimenting with various promotional tools and tracking the results will allow you to determine which efforts are worthwhile for particular types of books and goals.”
Here are some real-life examples of how the Title Activity Chart shows the effects of publishers’ marketing and publicity efforts on and off NetGalley:
Coordinated NetGalley marketing opportunities boosted activity for this Nonfiction book several months after the book initially went live on NetGalley.
The spikes of activity in August for this Fiction book were not coordinated through NetGalley’s email or on-site promotions, showing that the publisher successfully increased activity through their own efforts.
Inclusion in a NetGalley Newsletter boosted activity for this YA book, far exceeding even the initial excitement when it first went live for members to request.
Small spikes of activity throughout this timeline demonstrate consistent successful efforts to drive audiences to this Children’s book on NetGalley.
Be willing to pivot
Data can show you when you should abandon your current path and pivot to something new. If you’re disappointed with the response you’ve gotten, whether that’s a low number of requests, critical feedback about the cover image, or poor reviews of the book, use that information to adjust your strategy.
Look at the Reason for Request section (on the Title Feedback page, or the downloadable Snapshot PDF report) to understand if your book description is effective. This area can also demonstrate if your overall brand and author awareness is high, depending on how many members respond that they “keep hearing about this book.” You might boost your social media efforts, or encourage your author to pitch essays related to their book to news outlets to increase word-of-mouth if the responses are lower than you expected.
Also consider the Cover Ratings on this page to understand how early readers are reacting to the cover art.
We all know the old adage, but it’s impossible to ignore the fact that people DO judge books by their covers. The NetGalley community is overall very positive: when it comes to covers – they rarely click the thumbs down button unless they feel particularly strongly. So if you notice a lot of dislikes on a cover, it’s a good idea to have a conversation with the design team about reworking the art.
Cover Ratings are also an indicator when strategies are working. Brian Ulicky, publicity and marketing director for The New Press uses feedback from the NetGalley community to confirm that he and his design team are on the right path. “Covers are one of the most important pieces of marketing any book gets, and if the NetGalley community loves our designs, we must be doing something right. It’s helpful to have early feedback inform and confirm our very involved, iterative process of designing and choosing covers.”
The Top Performers chart is an easy way to see comparative performance for any active titles on NetGalley, filtered by type of activity and by category. For example, publishers can compare performance across all of their Nonfiction titles, based on which have the highest star ratings. This will help you predict what will happen with these books once they go on sale, or indicate where you need to boost your efforts.
When considering the Top Performers, take note of the conversion rate. First filter to view books with highest Impressions, and then switch to view books with the highest number of Requests. This can be extremelytelling! If you have a book with a lot of Impressions, but comparatively low Requests, you’ll know that members decided against requesting the book after reading the description and looking at the cover. The question then becomes: Why?
You might try to optimize this conversion by revising the book description, or adding any missing information to the title record. If you can identify these necessary changes pre-publication and work to increase the NetGalley conversion rate before pub date, you can expect that the conversion from impression to sale will be easier to get once the book hits shelves.
The NetGalley Advanced Word Cloud can help you identify the strongest ways to talk about your book. Publishers already look at reviews to see what is resonating with readers, but the Word Cloud makes the process less manual and more visual. It’s created from the actual reviews that members submit for that book, making it a powerful tool to quickly identify readers’ sentiment beyond a star rating, and give you a better idea of what words are most relevant for the book’s marketing efforts.
“Audience language has been proven to be the most effective source of keywords for titles,” says Joshua Tallent, Director of Sales and Marketing at Firebrand Technologies. “How your reviewers think about your books, and the language they use when describing them, will correlate well with how new customers search for your books.” The NetGalley Word Cloud is a great way to understand your audience better, supplement your book description for SEO, or add keywords to your metadata. Plus, if you’re looking for even more quality keywords for your books, Firebrand’s Keywords service uses artificial intelligence and machine learning to generate keywords from multiple sources of audience language. (Including NetGalley!)
Understand your audience and how you connect with them
Are you reaching your target audience on NetGalley? If you’re working to connect with librarians or booksellers specifically, the Activity By Member Type chart will show you how well you’re doing. Not only can you see how approvals for these members compare to others, you’ll also see their follow-through, including whether they downloaded the book and if they provided Feedback.
On NetGalley.com in 2019, NetGalley members provided nearly 612,000 Reviews and Feedback! Reviewers provided Feedback for 41% of the titles they were approved to download, while Educators shared Feedback for 30%, Librarians shared for 23%, Booksellers for 20%, and Media for 19%.
It’s natural that Reviewers submit the most Feedback, whereas Educators, Booksellers, and Librarians tend to use NetGalley to consider new books to purchase for their classrooms, stores, or libraries, and Media use NetGalley to prepare for interviews and to be better informed about which new books are forthcoming.
When looking at these charts, remember to consider your benchmarks as you set expectations.Determine how many new Bookseller requests you are hoping to receive, and then look to see if you reached that goal after the promotion. If you didn’t hit your mark, adjust your strategy as necessary.
Early Data in Action
In our case studies, publishers and authors tell us about how they use the early data from their NetGalley accounts to drive their actions.
Jess Bonet from Random House
uses NetGalley reviews to see what is resonating with readers and to
adjust her marketing language accordingly. She said, “The Feedback
Report is the tool we most commonly use. It’s so helpful to see what’s
resonating with readers before a book goes on sale, so we can adjust our
messaging accordingly. Around 3 months before a book goes on sale, our
team will meet and discuss review feedback, largely from NetGalley, and
adjust copy as necessary. We came to realize that readers were really
responding to Taffy’s raw honesty about dating and marriage in the 21st century, so we played that up in our ad copy and our copy feeding to retailers.”
Laura Gianino at Harlequin looks at who is downloading their books so she can pay attention to what types of members are interested, and to drive very targeted follow-ups for reviews and media coverage. She said, “The data was one of the first indications about who was interested in the book.” It helped her to identify the media she pitched, and who followed through to access the book, indicating that they may be planning coverage of this title.
Cynthia Shannon from Chronicle
shared early reviews with her sales team so they could show them to
book buyers and make the case for carrying in-store. She said, “This
helped shed insights into how customers were responding to the book.”
We want to hear which data points are most important to you and how you are using NetGalley to access that data. We’re also always here to help you strategize about developing benchmarks and data-driven goals. Drop us a line at firstname.lastname@example.org.
October 1, 2019—NetGalley LLC, the industry-standard provider of secure digital review copies and marketing solutions to readers of influence, today launched NetGalley Advanced for UK, French, and German publishers. Available in the United States since January, the premier level of service helps publishers track and analyze NetGalley trends across divisions, and make strategic decisions earlier.
NetGalley continues to dovetail with publishers’ current marketing, publicity, and sales strategies, while expanding their pre-publication reach to new audiences. Called “NetGalley Premier” in France and Germany, NetGalley Advanced gives marketers and publicists access to tools that will help them spend less time executing strategies and more time refining them. Plus, new charts and customizable reports help publishers understand how their strategies are working, and if they’re reaching their engagement goals. New insights about audience, correlations between promotions and activity, and simplified title management ensure that employees at various levels of a publisher’s organization have what they need to make the most of pre-publication efforts.
“NetGalley Advanced has been well-received by publishers in the U.S.,” says Kristina Radke, VP, Business Growth and Engagement. “We’ve continued to introduce new and expanded features every month since the launch in January, and now feel that this powerful tool is ready for European publishers. I’m excited to see how publishers in these markets will use the early insights about their strategies, title activity, and audiences.”
Learn more about NetGalley Advanced by watching the most recent demo here.
Interested publishers should contact your local representative:
By: Kristina Radke, VP Business Growth & Engagement
“Innovation” was the theme during last month’s Book Industry Study Group (BISG) Annual Meeting, an inspiring day of conversation where panelists discussed everything from metadata to sales, to rights, and fostering innovation as a company culture. It was validating to hear about all the ways publishers, distributors, agents and suppliers approach technology and data—especially in simplifying workflows and driving decision-making.
At NetGalley, it has been our mission to be innovative in the way we help publishers collect early data about their titles. NetGalley Advanced is our latest step in that mission. I’m proud that this premier service is at the cutting edge of what publishers seek. Let me share a few examples:
“Transparency focuses attention”
During the “Innovations in Workflow” panel, moderator Carolyn Pittis (Managing Director at Welman Digital) remarked, “transparency focuses attention.” She was referring to how on-site dashboards keep actionable data top-of-mind by combining historical trends and real-time information. NetGalley Advanced offers publishers a new data-driven dashboard, including a number of charts designed to increase transparency so publicists and marketers can focus their attention on strategies that are successful.
Transparency of activity and use:
Activity by Member Type chart – understand which members you engage with the most
Top Performers list– see your top-performing titles based on various metrics and within specific categories
Your Promotions – identify your NetGalley promotions and see resulting activity
Title Activity chart – correlate engagement generated from promotions and understand trends in activity
Custom Title Summary Report – gain knowledge from detailed information about a specific set of titles that you choose
Types of Access charts (total and over time) – pinpoint successful strategies
New Titles Added chart – discern seasonal fluctuations and recognize when new content should be added
Company Admin Dashboard – assess NetGalley use across various imprints
NetGalley Advanced offers publishers even more data as early and efficiently as possible, to help you shape strategic decision-making.
Michelle Vu (Director of Business Operations at Houghton Mifflin Harcourt) reminded the BISG audience that automation is designed to reduce painful manual efforts and create space for us to do more meaningful work. She is experimenting with ways to automate data collection to free up her colleagues for more strategic work, overcoming trepidation about automation.
With NetGalley Advanced, we’ve introduced automated delivery of title-activity data, in addition to new ways to cut down on the effort needed to execute strategies. Our goal is to help you use these tools and data to refine your strategies so they’re as effective as possible.
Title Timeline – pre-schedule title availability, including multiple phases to encompass your title’s lifecycle on NetGalley
Read Now limits – implement a cap on the number of downloads, or limit access by time
Marketing promotions – added to your Timeline by NetGalley’s marketing team, with pre-scheduled relevant availability
Automatic delivery of title reports – receive important reports to your inbox at the right time, to the right people
“Innovation means trend-setting between business and technology”
In the panel “The Innovative Workforce,”Maja Thomas (Chief Innovation Officer at Hachette Livre) said, “Innovation means trend-setting between business and technology.” Initiating a trend is no easy task; however, armed with data, and with a willingness to be experimental and agile with your strategies, you will discover that the technology and information that you use can drive your business. NetGalley Advanced helps marketers and publicists draw a line between the work that they do and the results they see.
How else we can facilitate innovation for YOU? Please let us know at email@example.com.
LEARN MORE! NetGalley Advanced is designed to help you innovate—to give you the tools to be data-driven and create effective strategies backed up by real results. Come learn more about this premier service, see these features in action, and let us know how you’d like NetGalley to continue evolving to meet your needs.
Today we are excited to announce the launch of NetGalley Advanced! This new, premier level of service is now available as an upgrade*, offering new reports to help publishers track activity within NetGalley, and new tools designed to reduce manual effort and time for staff. With more insight and flexibility, NetGalley Advanced will help you analyze your data so you can make strategic decisions earlier and anticipate trends before your books go on sale.
As we begin a new year, it’s always fun to look back on all the great things that happened in the last year. The needs of our clients have always led the evolution of the NetGalley service, and I’m proud that our conversations with various types of publishers continue to drive our development.
Through these conversations, it has become apparent that publishers of all sizes are relying on data to assess how their strategies are working, and if they’re reaching their goals for engagement. More and more of you are employing data scientists, or are analyzing data yourself. Numbers from all across the industry come together to reveal the story about a book’s success. You’re tracking and analyzing results that range from engagement with your social media platforms and click-throughs for your digital advertising, to sales numbers and rankings.
One of the purposes of NetGalley has always been to give you more insight into the success of your pre-publications efforts. Many reports in NetGalley (including Feedback, Opinions, Snapshot, and Detailed Activity) already offer a deep dive into the specific activity your titles are seeing on the site.
During the Firebrand Community Conference this year our CEO and Chief Igniter, Fran Toolan, mentioned the DIKW hierarchy–a model that emphasizes the relationships between data, information, knowledge, and wisdom. The idea is that each level of the pyramid is reached through analysis that adds context to the level below. So data will lead to information, which will lead to knowledge, which will lead to wisdom. Once you reach wisdom, all of that learned experience can guide your actions.
In 2019 we’re excited to bring you even more tools to drive targeted activity on NetGalley, and to display valuable data and information to help you reach those levels of wisdom that can inform your strategies. When you analyze the activity happening in your NetGalley account, it can help you identify early trends so you can anticipate them as your books go on sale, or give you evidence that support a change in strategy.
We are committed to continuing to build tools that will reduce manual effort and time for your staff, and give you more space to gain knowledge about your strategies and the activity they’re generating. It’s our New Year’s Resolution to continue to help you attain wisdom about your strategies, and strive for it ourselves, too.
To learn more, join our webinar on Wednesday, Jan. 30 all about NetGalley Advanced–our new, premier level of service.