When we think about the different tools available for marketing and promotion, email marketing is still the most effective. But if you’re tired of sending out the same type of newsletter every week, you might consider what Old Firehouse Books does in Fort Collins, CO. They send out a weekly email, but they vary the theme. Here’s what a month would look like:
- Week 1: [month] Kid/Teen Staff Picks
- Week 2: [month] Staff Picks
- Week 3: Upcoming [next month] Book Clubs
- Week 4: Upcoming [next month] Events
If there happens to be a 5th week, they feature an author interview or something similar.
I really like the way this mixes it up, but in a predictable manner. It probably helps the staff know that around the same time each month, they need to provide one adult and kid pick and blurb. And recipients know to look for book club or event information in the newsletter created specifically for that month’s book club or events.
What I love about this is that, even though each of the newsletters talks about books, in one month’s time I was presented with 26 different “buy button” opportunities. And it didn’t even feel like I was the target of a sales pitch.