The Author Marketing
Vocabulary

Advance Review Copy. A pre-publication version of a book sent to readers in exchange for an honest review, typically posted on launch day.

A reader who has agreed to receive an ARC and post a review by a specified date.

The combination of an author's online presence, email list, social media following, and community relationships that enables direct communication with readers.

Content placed after the main story in a book: author note, acknowledgements, newsletter signup CTA, other titles, and bonus content.

A reader who reviews a manuscript before publication to provide developmental feedback on plot, pacing, character, and clarity.

The short promotional description of a book used on the cover, retailer pages, and marketing materials.

A third-party delivery platform used to distribute reader magnets, ARCs, and beta manuscripts directly to readers' devices.

The book-focused community on TikTok, known for driving significant sales for certain genres, particularly romantasy and thriller.

The book-focused community on Instagram, characterised by aesthetic flat-lay photography and genre-specific hashtags.

The percentage of emails that could not be delivered. Hard bounces (invalid address) should be removed immediately; soft bounces (temporary failure) are retried.

A prompt that directs a reader to take a specific next step: subscribe, download, buy, share, or review.

The percentage of email recipients who clicked at least one link in an email. A key engagement metric.

Visitors who arrive at a landing page or ad with no prior awareness of the author or book.

The percentage of visitors who complete a desired action (subscribe, purchase, sign up for ARC). The primary measure of a landing page's effectiveness.

The ability of an email to reach the recipient's inbox rather than spam or promotions folders. Affected by sender reputation, list hygiene, and email content.

An email signup process that requires the subscriber to confirm their address via a confirmation email before being added to the list.

An automated series of emails sent at pre-set intervals after a subscriber joins a list, designed to welcome, nurture, and convert.

A database of subscribers who have opted in to receive emails from an author. Considered the most valuable long-term marketing asset for indie authors.

The percentage of delivered emails that were opened. Industry average for publishing is approximately 20–25%.

A platform used to manage subscriber lists and send marketing emails. Common ESPs for authors include MailerLite, Mailchimp, ConvertKit, and Klaviyo.

Content (blog posts, magnets, ads) that remains relevant and effective over time without requiring updates.

Content placed before the main story: title page, copyright, dedication, map, and series list.

The sequence of steps a reader takes from first awareness to becoming a subscriber, buyer, or reviewer.

The conventions, tropes, and reader expectations specific to a genre. Meeting genre expectations is essential for positive reviews and word-of-mouth.

The opening sentence, image, or concept that immediately captures a reader's attention and compels them to keep reading or subscribe.

Amazon's subscription reading service. Books enrolled in KU must be exclusive to Amazon but earn royalties based on pages read.

A standalone web page designed with a single conversion goal: typically collecting an email address in exchange for a reader magnet.

A group of dedicated readers who agree to read, review, and promote a book around its launch date.

See: reader magnet.

The practice of regularly removing inactive, bounced, or unengaged subscribers to maintain deliverability and list quality.

The structured data associated with a book listing: title, subtitle, author name, categories, keywords, and description. Directly affects discoverability on retail platforms.

A platform that connects publishers and authors with professional reviewers, librarians, booksellers, and media.

A regular email sent to subscribers containing updates, exclusive content, recommendations, or personal notes from the author.

HTML meta tags that control how a page appears when shared on social media — title, description, and image.

The act of a reader voluntarily subscribing to an email list, typically in exchange for a reader magnet.

Visitors who arrive at a page through unpaid channels: search engines, social media, word of mouth, or referrals.

A book permanently priced at $0.00 on retail platforms, used as a reader magnet to drive series sales.

A listing that allows readers to purchase a book before its official release date. Pre-orders count toward launch-day sales rank.

A free piece of content (short story, novella, guide, checklist) offered in exchange for an email address. The primary tool for building an author's list.

The rate at which reviews accumulate on a book listing after launch. High velocity in the first 30 days significantly boosts algorithmic visibility.

The percentage of a book's sale price paid to the author. On Amazon KDP, this is 35% or 70% depending on price and distribution settings.

The practice of structuring content so that search engines rank it highly for relevant queries.

A reference document containing all canonical details of a series: world-building, character profiles, timeline, and continuity rules.

An email signup process that adds the subscriber immediately without requiring email confirmation. Faster growth but higher risk of invalid addresses.

A platform for authors to manage reader magnets, ARC distribution, newsletter swaps, and group promotions.

A subset of an email list grouped by behaviour, preference, or source. Used to send more targeted, relevant emails.

A short, memorable phrase that captures the essence of a book or author brand, used in bios, ads, and social profiles.

A recurring narrative device, character type, or plot element that readers of a genre recognise and often actively seek out.

The percentage of recipients who opt out of an email list after receiving a message. A healthy rate is below 0.5%.

A single URL that detects the reader's location and routes them to their preferred retailer (Amazon, Kobo, Apple Books, etc.).

Visitors who already have some awareness of the author or book, typically from social media followers, existing subscribers, or referrals.

Publishing a book across multiple retail platforms (Amazon, Kobo, Apple Books, Barnes & Noble, etc.) rather than exclusively on Amazon.