What If Marketing Didn’t Feel Like Marketing?
You’ve heard it a hundred times: “You need to grow your email list!”
But every time you sit down to figure out how, you freeze. Why does that happen?
Because as a Christian author, you don’t want to feel like you’re pushing people. You want to connect—genuinely—with people who care about the message God’s given you to share.
If that’s you, take a deep breath. You can grow your email list in a way that feels authentic, generous, and aligned with your faith.
Why Email Marketing Matters for Authors (Especially Christian Authors)
You may already have an author website (great!), but your email list is what keeps readers coming back. Social media platforms come and go, and algorithms change daily. But your email list? You own that. It’s a direct line to people who want to hear from you.
As a Christian author, that’s powerful. You’re not just building a brand—you’re building a ministry. A place where readers feel seen, encouraged, and equipped.
Key Benefits of Email Marketing for Authors
Growing an email list gives authors control, connection, and consistency in reaching their audience. Here’s why it’s worth prioritizing:
- Deeper connection. Your newsletter gives you space to share your heart and build real relationships with your readers.
- Direct updates. When you’re launching a new book or hosting an event, you don’t have to hope the social media algorithm is in your favor.
- Long-term growth. Unlike social posts, emails stay in inboxes. They can be saved, forwarded, and reread.
- Stewardship of your platform. Email gives you a way to serve your readers with consistent value, not just sell to them.
Email Platforms (Free and Paid)
If you’re just getting started, free platforms like Mailerlite, MailerLite, or Kit’s free plan are simple and beginner-friendly. They include templates, automation tools, and easy drag-and-drop builders.
As your list grows, you might move to a paid plan for features like advanced automations, list segmentation, or better analytics. But you don’t have to start there. I use Kit and love how simple it is to use. I switched from MailChimp because, honestly, it just got too confusing. I was used to their old platform, but after they changed things, it no longer felt user-friendly. Plus, Kit has a Creator Network, which allows you to cross-promote your content, grow your business, and work with other creators. I also love Kit’s recommendations feature.
How to Grow Your Email List
You don’t have to chase trends or rely on flashy tactics. With prayerful planning and a few key steps, you can grow your email list and develop meaningful connections with your readers.
1. Capture Emails with a Lead Magnet
A lead magnet is a free gift you offer in exchange for someone’s email address. The goal isn’t just to collect names, but to serve well from the start.
Lead Magnet Ideas:
- Fiction authors: a free short story, deleted scene, or character diary
- Nonfiction authors: a printable worksheet, checklist, or sample chapter
- Devotional writers: a 7-day devotional, Scripture-based affirmation cards, or a downloadable prayer journal page
How to create a lead magnet the quick and easy way:
I use Canva for a lot of my documents, including lead magnets. Once you are in Canva, choose a simple design template, add your content, export as a PDF, and upload it to your email platform or website. Simple!
Or, you can create a document in Word and save it as a PDF. (I do this, too!)
2. Ask Social Media Friends (Yes, Really)
This one’s simple and surprisingly effective: just ask.
Message friends, writers, or readers you’ve interacted with online. Let them know you’re starting a newsletter and think they might enjoy it. You can email, text, or send a DM. Include your signup link and ask if they’d like to join.
Tip: Always ask for permission. Never add people without consent.
3. Have a Sign-Up Sheet at Events
Whether you’re at a writers’ conference, speaking at a church, or attending a book signing, bring a sign-up form. A clipboard and pen still work just fine, but you can also:
- Use a QR code on a bookmark or postcard
- Have a tablet open to your sign-up form
- Offer your lead magnet as a thank-you for signing up
4. Host a Webinar
I know—cringe!
Yes, it takes a bit of courage, but it’s worth it.
Pick a topic that speaks to your readers’ interests. Maybe it’s “How to Stay Faith-Focused as a Writer” or “Behind the Scenes of My Writing Process.” Ask attendees to sign up with their email, and invite them to share the registration link with others.
This not only grows your list but builds connection and trust, because they see your face and hear your voice.
5. Host a Giveaway
Giveaways are so fun!
But only if they help you grow intentionally.
Skip the “leave a comment” format. Instead, use tools like Rafflecopter or KingSumo to collect emails. Offer a prize that fits your audience (like signed books, devotionals, or a cozy reading bundle), and promote it consistently.
6. Join a Cross-Promotion
A cross-promotion is when multiple authors team up to host a giveaway. Each author promotes the event, and you all benefit from shared exposure. It’s a great way to grow your email list.
There are two types:
- Universal opt-in: Every participant is added to every author’s list. (Fast growth, but more unsubscribes.)
- Selective opt-in: Participants choose which authors to hear from. (Slower growth, but higher engagement.)
Both methods work; you just have to choose what fits your goals and audience best.
What Happens After They Sign Up? (Welcome Automation Tips)
Set up a welcome sequence—a few emails sent automatically after someone joins your list. Don’t let your readers forget about you!
Tips for Your Welcome Sequence:
- Make it personal
Introduce yourself and what readers can expect. Share a bit of your story. Thank them for joining you. - Ask a question
Invite replies! Ask what kind of books they like, what drew them to your writing, or what they’re currently reading. Then reply back. (It builds trust!) - Deliver value
Don’t just pitch your books. Offer encouragement, resources, Scripture, or behind-the-scenes insights. Give the readers something they need, even if they didn’t know they needed it.
Keep Your Readers Engaged
Just because your email list has grown doesn’t mean you can just leave it. You need to work to keep your readers engaged. Here are some tips on how to do that:
- Email consistently – Monthly is great. Weekly can work. Daily? Please don’t.
- Be conversational – Write like you’re talking to a friend over coffee.
- Mix content – Share updates, book recs, faith reflections, and personal stories. Let them see the real you.
- Stay reader-focused – Ask yourself, “How can I serve my subscribers today?”
What to Send in Your Emails
Need ideas? Try a mix of:
- Book updates and sneak peeks
- Devotional thoughts or reflections
- Scripture verses or writing affirmations
- Prayer requests or praise reports
- Behind-the-scenes glimpses into your writing life
- Recommended reads or author spotlights
Just don’t:
- Add people without their consent
- Buy an email list (ever!)
- Only show up when you’re selling something
Final Thoughts
Growing an email list doesn’t have to feel like selling. It can feel like serving. It’s not about numbers—it’s about people.
Start small. Start honest. But start.
And if you’re already writing newsletters—or thinking about it—I’d love to help you polish them up. I offer proofreading services for authors, including newsletters! Because your words matter, and your readers deserve your best.
More to read on how to grow your email list: