You want the right people as subscribers.<\/p>\n

The “right” people are those in your book’s target audience. They’re the people who read the types of books you write.<\/p>\n

And they’re probably not the people whose newsletters you subscribe to.<\/p>\n

Take me. I don’t read science fiction, so you don’t want me on your email list. I will never buy and read your book.<\/p>\n

And I won’t recommend your book simply because I learned about it in your newsletter because I’m not qualified to recommend it<\/em>.<\/p>\n

So don’t add me to your list.<\/p>\n

It doesn’t matter that you receive my newsletter. You subscribed because you’re interested in what I write about — book marketing. You never want to presume that someone who writes about a topic you’re interested in will automatically be interested in what you write about.<\/p>\n

Focusing on the right subscribers saves you money<\/strong><\/h3>\n

Here’s another reason you don’t want to add people to your list just because you’re on theirs: Adding the wrong people will eventually start costing you money.<\/p>\n

Some email marketing services give you a free account until you reach a specified number of subscribers. After that, you start paying.<\/p>\n

In addition, even when you’ve got a paid account, your monthly fee increases as your list grows.<\/p>\n

Don’t pay for people who aren’t your ideal readers.<\/p>\n

Email marketing truth #2:\u00a0This isn’t a loyalty test.<\/h2>\n

I took the plunge with the author who invited people to unsubscribe because I am constantly, constantly<\/em> trying to decrease the amount of email I receive.<\/p>\n

But after I unsubscribed, I watched my inbox for his response, because I knew there would be one.<\/p>\n

It came pretty quickly.<\/p>\n

The author told me that because I wasn’t willing to demonstrate my loyalty to him by remaining on his email list, he had unsubscribed from my Build Book Buzz newsletter and disconnected from me on Facebook, LinkedIn, and Twitter.<\/p>\n