Tag Archives: #bookmarketing

Do You Have Dirty Links?

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All our links need to work. Especially buy links. What if the link to your new release prevents your ARC readers from leaving reviews on Amazon? What if the link prevents all your readers from leaving reviews on Amazon, even verified purchase reviews? Or worse, Amazon shuts down your account because you’re violating their rules.

It happens more often than you may think, and many times the violation stems from a dirty link — the link you used in your marketing. That’s how important it is to clean your links. Trad-pub authors, don’t think this subject doesn’t apply to you. It does. In fact, that’s where I learned about dirty links, from my very first publisher.

What is a dirty link?

Your new book baby goes live on Amazon. If you search for the title on Amazon rather than go through your KDP dashboard, you’ll get a link that looks like this: https://www.amazon.com/Tracking-Mayhem-Sue-Coletta/dp/B0C91HLCJ6/ref=sr_1_1?crid=1EHIC52HI29T3&keywords=Tracking+Mayhem&qid=1692542716&s=books&sprefix=tracking+mayhem%2Cstripbooks%2C107&sr=1-1

That is a dirty link. It even looks ugly, right?

I want to draw your attention to this half of the link:

ref=sr_1_1?crid=1EHIC52HI29T3&keywords=Tracking+Mayhem&qid=1692542716&s=books&sprefix=tracking+mayhem%2Cstripbooks%2C107&sr=1-1

Everything after “ref” is filled with information for Amazon, information that can bite you in the butt. This tells Amazon who searched for the book. If the author conducted the search, then everyone who uses that link must be friends or family of said author.

Though you and I know that’s a ridiculous statement, Amazon disagrees.

If you have a connection to a reader, even if it’s on social media, Amazon presumes they’ll rate your book favorably. Doesn’t matter if you have 1M friends or followers. If someone buys your book from that dirty link, you are friends and/or family in Amazon’s eyes. Period. Hence why it’s also never a good idea to link your Goodreads (Amazon owned) to your Facebook.

As you probably know, Amazon doesn’t allow friends and/or family to review your book. If they do, Amazon can delete it from your book’s page. If you continue to violate this rule, Amazon can shut down your account.

So, the first thing you should do is delete everything from “ref” forward, leaving you with this: https://www.amazon.com/Tracking-Mayhem-Sue-Coletta/dp/B0C91HLCJ6/

Looks better, right? That link is now clean, but we can shorten it even more. The title and author are also irrelevant as far as the link is concerned. Let’s delete both. https://www.amazon.com/dp/B0C91HLCJ6/

If you’re working with limited space, you also don’t need “www.” You’ll end up with this: https://amazon.com/dp/B0C91HLCJ6/

Now that’s a spotless link! A far cry from the original, right? And with no added information for Amazon to track.

While we’re on the subject of links…

Most profile sections on social media only allow you to include one link. Wouldn’t it be great if you could house all your books, website, blog, newsletter sign-up, etc. under one link rather than choosing which one to include? You can!

The creative minds behind LinkTree solved the one-link problem.

Did I mention it’s free? When you sign up, they’ll ask you to customize your link with your name. Don’t use your book title or a clever alias. That defeats the purpose. You could use your pen name if that’s the only name you write under. Or create a new link for additional pen names.

Personally, I only want one link, but you do you.

Here’s how mine looks: https://linktr.ee/suecoletta

You can customize the links inside, with headings, color, button style, thumbnail images, etc.

Of course, you can upgrade for statistical data and other bells and whistles, like affiliate marketing. Though the free account does accept affiliate links for books without the upgrade.

Are you using affiliate links?

 If you’re unfamiliar with affiliate marketing, here’s what Amazon says about its program:

Amazon’s affiliate program, also known as Amazon Associates, is an affiliate marketing program that allows users to monetize their websites, blogs, or social media. Amazon affiliate users simply place links to Amazon products on their site, and when a customer makes a purchase via one of their links, the user receives a commission.

Every time we pay for a promo spot, you can bet the book site is including their affiliate ID in your link. Which is fine. It’s their site.

Quick funny story…

When my debut released, I thought a certain book site was the cat’s meow for sending me a universal book link to use in all future marketing. So nice, right? Yes and no. What I discovered later was they included their affiliate ID in the universal link. So, for well over a year, I gave away commissions that I could’ve earned. Kudos to them. They got me good. Now, the only links I use are the ones I create. If anyone’s gonna earn commissions from my marketing efforts, it’s me.

Do you use affiliate links? Do you clean your links? Have you ever had reviews removed by Amazon? Has a book site ever created a universal link for you? 😉 

5 Tips to Improve Newsletters – Part I

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When I bought back my rights to my Mayhem Series, one of the first things I did was to revamp my newsletters.

So, let’s discuss five tips that improved my newsletters. Hopefully, they’ll work for you, too.

 

  1. Consistency

Readers like to know when they’ll hear from you. Whether you send newsletters weekly, bi-monthly, or monthly, sticking to a schedule improves opens and click rates.

  1. Choose a Theme

The biggest complaint from writers is they don’t know what to put in their newsletters. As a result, so many end up being “Buy my book!” emails. Once I chose a theme, my newsletters became a breeze—even fun—to write.

Base your theme around your genre. If you write in multiple genres, it’s a good idea to segregate your list into genre groups. For example, a newsletter about fictional characters might not go over well for your nonfiction fans.

Because I write Native American metaphysical thrillers exclusively now, I share fascinating animal facts and tidbits about the Natural World. Once I based my newsletters around a theme, my opens and click-through rates improved tenfold. And it can work for you, too!

Open Rate

An email open rate is the percentage of subscribers who open a specific newsletter. Tracking open rates will give you a better understanding of how often your audience look forward to your emails, how successful your subject lines are, and what type of content is the most effective. Most email providers supply open rates for you.

A good email open rate falls between 17-28%. The average is 21.5% across all industries, according to the Email Marketing Benchmarks Report of 2022. For Media, Entertainment, Publishing, the average is 23.9%.

Click-Through Rate (CTR)

A CTR is the measurement of how many subscribers clicked on a hyperlink, call-to-action prompt (CTA), or image within your newsletter. The main goal for you is to measure engagement. By tracking click-through rates, you can gauge how your audience responds to your content. If you’re getting low engagement, it might be time to rethink what you’re sharing. Believe it or not, a good CTR is 2.9% for Media, Entertainment, Publishing.

Click-to-Open Rate (CTOR)

Most authors don’t pay enough attention to CTORs. It’s a mistake to ignore this valuable information. A click-to-open rate measures the effectiveness of your content. Because it’s based on the number of unique opens, CTOR is a good indicator of how interesting your content is to your subscribers. If your links, layout, copy, and overall content are interesting, your readers will want to click through to learn more.

Some email providers will show you the CTOR, some will not. To measure your CTOR, divide the number of unique clicks by the number of unique opens. For example, 100 clicks divided by 180 opens = 55%. As with all the metrics listed above, the CTOR fluctuates per campaign. A good CTOR for our industry is 12.4%.

  1. Write to One Reader, Not Thousands

Adopting the right mindset makes all the difference. If you try to please everyone, your newsletter will come across as cold and impersonal. It’s also stressful. My #1 tip is to write to your ideal reader only. If some subscribers don’t enjoy your newsletter, they don’t belong on your list. Chances are, they won’t buy your books, either. That is, if you’ve themed your newsletters to match your genre.

  1. How to Choose an Ideal Reader

Search your beta reader list or ARC team or readers who reply to every newsletter. One name should rise to the top. Or, better yet, use the same ideal reader you write for—you do have someone in mind while writing, right?—and craft each newsletter as a conversation between you and them. Not only will your newsletter sound sincere, but everyone who reads it will feel like you’re writing to them. It’ll read like a warm hug to a friend.

  1. Give More Than You Take

By sharing interesting tidbits, recipes, oddities from a certain era (whatever theme you choose), you are training your subscribers to click. Most of the time, you aren’t asking for them to buy anything. For example, in one of my newsletters I shared fascinating facts about eagles. If they clicked the prompt, it led to a live feed of an eagle’s nest. See what I’m saying? I rewarded those who clicked with the chance to watch mother and father eagles care for their young.

By training your subscribers to click links in your newsletters, when you release a new book, they’ll be more likely to click again.

In my next post (Part II), we’ll dig into the ins and outs of designing the layout of your newsletter, and why it’s important. If there’s still room, I’ll include how to set up an onboarding sequence. If not, there will be a Part III. 🙂 Sound good?

Do you write newsletters? What’s your theme? What’s your #1 tip? If you’re a reader, what type of newsletters are your favorite?