13 How to Grow Your Email List with Evan Gow

Is email still relevant in the world of social media? And if so, how do you grow an email list and use it effectively?

I asked Evan Gow. He’s the founder of StoryOrigin, a community where authors can meet and set up cross-promotions to sell more books or build their mailing lists. He’s helped hundreds of authors grow their newsletters.

Is email still relevant in 2019?

Evan: I think email is actually more relevant in 2019 than ever. Consider how you reach your audience. Platforms like Amazon and Facebook used to help you reach readers when you posted good content. Now, their ad platforms push you to pay higher prices just to get seen. So having a direct connection to your readers is more important than ever.

Thomas: Email, which is older than the World Wide Web, still reigns supreme.

Why do authors still struggle to grow their lists?

Evan: When you’re starting out, it can be hard to understand why someone would want to sign up for your email list. You have to know what value you’re offering, because readers are giving you access to their digital mailbox. They must trust you, and they must see value in what you’re offering. Many authors struggle to communicate that value clearly.

Thomas: That value works best when it’s immediate, which is one of the things I like about StoryOrigin. StoryOrigin is a platform that allows people who sign up for your list to automatically receive an ebook or free story on their Kindle. It handles the technical part of sending the file to their device. Readers don’t like PDFs on their laptops; they want Kindle files. StoryOrigin service helps you do that. Readers love giving you their email address in exchange for a free short story or guide.

What tips do you have for authors who want to grow their email lists but aren’t sure where to start?

Create a Reader Magnet

Evan: First, you need to create what’s called a reader magnet. If you write a series, such as a trilogy, a great reader magnet is a 10,000–15,000-word prequel short story. Offer it for free when someone signs up for your newsletter. Make sure it has a professional cover and is well edited. For many readers, this is their first impression of you as an author. If it feels cheap, they won’t buy your books. Even though it’s free, it’s worth investing in quality.

Thomas: If you’re traditionally published, that prequel can help you prove to a publisher that there’s demand for your story. If you can say, “I have 5,000 readers who read the prequel and want the book,” that’s powerful. So even if you’re giving the magnet away, you still need to invest in editing and design.

Learn more about reader magnets:

Build Your List Early

Evan: Another tip is to release your reader magnet as soon as possible. Many authors wait until they’ve finished their series, but getting it out early helps you start building your list. Then, when your book is ready for reviews and launch, you already have a list of readers eager to help. They can post reviews on Amazon, Goodreads, or wherever you ask. Build your list early.

How do you keep email subscribers engaged?

Thomas: Once you’ve built your list, how do you keep it interesting? There’s no point in growing your list if people unsubscribe because they’re bored. What should authors include to stay relevant and top of mind?

Evan: You might have a gap between your giveaway and your first published book. During that time, you can keep your audience engaged by recommending other books. Surveys show that readers enjoy book recommendations.

You can connect with other authors who want to promote their work too. So even if you don’t have something new to sell, you can send an update like, “Here’s what I’m working on, here’s a bit about my life, and here’s a great book you might like.”

Thomas: That makes you the go-to source for books in your genre. If you consistently recommend good titles, your readers will trust your judgment and be more likely to buy your own books. Some authors hesitate to promote others, but the truth is that your core readers are reading many books a year. They’ll get recommendations somewhere, so it might as well be from you.

What are newsletter swaps?

Thomas: Newsletter swaps are a big trend in author marketing and one you’re helping lead. What is a newsletter swap, and why are they so effective?

Evan: A newsletter swap is simply when two authors promote each other’s books in their own newsletters. For example, you have a newsletter with 1,000 subscribers, and I do too. I recommend your book to my readers, and you recommend mine to yours. You’re not sharing email lists; you’re just promoting each other. It’s a simple, ethical exchange.

Thomas: Right. You only swap with authors you can genuinely recommend. You send your email from your own platform, like Mailchimp or ConvertKit, and mention their book in your newsletter. In return, they mention yours. It’s the fastest way to grow your reach. If each of you has 1,000 subscribers, suddenly you’re reaching 2,000 people. With multiple swaps throughout the year, you could reach tens of thousands. It’s a powerful, inexpensive way to grow.

Learn more about StoryOrigin and newsletter swaps in our Author’s Guide to StoryOrigin.

How can StoryOrigin help authors?

Newsletter Swaps

Evan: In addition to creating reader magnets on StoryOrigin, you can use the platform to manage newsletter swaps. You can swap links for reader magnets or for books on Amazon. StoryOrigin tracks how many people click each link, so you can see how effective your partners are. Those stats are transparent, so you can see if another author usually follows through on their swaps. It helps you build a reputation and trust within the community.

Thomas: I also love that your tracking links automatically send readers to their local Amazon store. If someone in Canada clicks the link, they go to Amazon.ca instead of Amazon.com. Many Americans don’t realize that other countries have separate Amazon stores. Your system handles that automatically, which is a big help.

Group Giveaways

Evan: Another major feature is group giveaways. A newsletter swap is a one-to-one exchange, but a group giveaway involves multiple authors. For example, you and I can partner with another author and can all link to one shared giveaway page. Readers from my list might download your reader magnet and vice versa. The two main cross-promotional tools are group promotions and newsletter swaps.

Author Community

StoryOrigin also provides a community. You’re networking with other authors in your genre, helping one another, and building relationships that can lead to future opportunities. It’s about more than marketing; it’s about connection.

Thomas: The Christian approach to marketing is working together and serving others. It’s not about competition but about collaboration. Even in the secular world, this kind of generosity works. Giving away a free story or study guide shows love to your readers, and supporting other authors builds goodwill.

Too often, writers focus only on agents or editors at conferences, but other authors can help launch you to success. Building your email list is the engine behind that. As an agent, your email list is the number-one metric I look at to measure an author’s resonance with readers. Followers are nice, but email subscribers show trust and engagement.

If someone won’t share their email with you, they won’t buy your book. Building that trust is a small but essential first step. Being faithful in small things, like consistent emails and quality reader magnets, is the foundation for lasting success.

You don’t have to use StoryOrigin, but it makes the process much easier, especially for nontechnical authors. It’s free and integrates with Mailchimp, ConvertKit, and others. It’s an easy way to offer a free gift in exchange for an email address.

Connect with Evan Gow

Evan: Visit StoryOriginApp.com. I always welcome direct messages. If you have questions, feedback, or suggestions, I’d love to hear from you. I’m always working to improve the platform and help authors succeed.