Category: Marketing

Mailing list CRASH COURSE for authors

Whether you’re trying to build a fan base for your author business, learn about your readers, connect with fans, or sell your books more effectively, being able to build and grow a mailing list (also called an email newsletter) is an essential skill.

This crash course will walk you through some newsletter basics on your own time. The talk that follows will cover a wide range of topics, and answer any questions submitted ahead of time.


In early September, I’ll post a couple short videos here that will walk you through how to set up your first mailing list, put it on your website, and start driving traffic to it so that people begin to sign up. I’ll be using Mailchimp for the demo, which is free up to 2,000 subscribers (you can always migrate to another provider easily).






In the talk at Half Price Books, I’lll…

– introduce a few foundational concepts such as lists, the main 3 purposes for author newsletters (ARC/beta readers, direct sales, and old-school newsletters)  segments, funnels, calls-to-action, automations, etc.

– review best practices for mailing lists with examples from successful authors.

– explore the other options for mailing list software w/ pricing: mailchimp (market leader), convertkit (alternative 1), activecampaign (alternative 2), aweber (old-school but it works)


– What automations are, and how they help you connect with readers

– I’ll answer your questions


I’m Matt Herron, also known as M.G. Herron, the author of three sci-fi novels and a nonfiction book for writers called Scrivener Superpowers that was launched to bestseller status on Amazon twice with the help of email newsletters.

I started the Indie Author Society meetup in 2014. For my day job, I’m a freelance content strategist who helps tech startups build their brands and market their products using the power of words.

Learn more about me at