Once a book is out and it becomes clear how little contact an author actually has with the people who bought it, building a mailing list often moves from "nice idea" to something worth doing properly. Retailers do not share reader contact details with authors, at any stage, so the only realistic path is inviting readers to sign up voluntarily, somewhere the author controls. This guide sets out that path plainly, including the legal basics that are easy to overlook when the appeal of "just get more subscribers" takes over.
None of this promises a particular list size or a particular effect on sales. What it offers is a realistic, honest process: how to give readers a genuine reason to join, how to collect consent properly, and what to do with a list once it exists, covered separately in our [reader emails guide](/resources/book-sales-growth/what-should-i-email-my-readers).
Why retailers cannot hand over reader emails
Amazon and other retailers do not share customer contact details with authors or publishers, for any book, at any sales volume. This is a straightforward data protection and customer trust matter, not a policy that changes with a bigger publisher or a bestseller; a purchase relationship with a retailer does not create a relationship with the author. Any service claiming it can obtain buyer emails from a retailer should be treated with real suspicion.
This means every single subscriber to an author’s list has to actively choose to join through a channel the author actually runs: a website, a page at the back of the book, a social post, or a similar direct invitation.
The legal basics: consent, GDPR and PECR
In the UK, sending marketing emails is governed by UK GDPR and the Privacy and Electronic Communications Regulations (PECR). In practice, this means: a person must actively opt in (a pre-ticked box does not count as valid consent), the purpose of signing up should be clear, it must be easy to unsubscribe at any time, and the author (as the "data controller") is responsible for how the addresses are stored and used. This is not an area where a rough, informal approach is safe; the ICO’s guidance on direct marketing sets out the requirements clearly and is worth reading before sending a first email.
Where sign-ups actually come from
| Source | What it looks like |
|---|---|
| Author website sign-up form | A clearly visible, simple form, ideally offering something specific in return, such as a short story, a sample chapter or early updates |
| A note at the back of the finished book | A short, honest invitation ("if you’d like updates on future books, you can sign up at...") rather than a hard sell |
| ARC or launch team recruitment | People who join a review or launch team for a future book naturally overlap with people who might also want general email updates, with separate, clear consent for each |
| Social media mentions | An occasional, genuine post inviting followers to join, rather than one buried announcement |
| A specific, relevant lead magnet | A short bonus story, deleted scene, or useful checklist tied to the book’s genre or subject, offered in exchange for signing up |
Give readers a genuine reason to join
"Sign up for my newsletter" alone is a weak invitation, since it describes the mechanism rather than the benefit. A clearer, more specific offer — early notice of new releases, a short bonus piece of writing, occasional behind-the-scenes notes on the writing process, or, for non-fiction, useful extra material connected to the book’s subject — gives a reader an actual reason to hand over their email address.
A realistic first few months
Example
Imagine a debut novelist, three months post-launch, with no list at all. She adds a simple sign-up form to her author website home page, offering a short bonus scene as an incentive, and adds a one-line invitation to the same offer at the back of the ebook and paperback. Over the following few months, she gains a modest handful of subscribers, mostly from readers who finished the book and were curious about more. This is realistic: slow, small at first, and built from genuine reader interest rather than a single dramatic campaign.
What tools are typically involved
Most authors use a dedicated email service (rather than a personal email account) to manage sign-ups, consent records and unsubscribes, since these platforms are built to handle the legal and practical requirements properly, including automatic unsubscribe links and consent timestamps. Choosing a specific provider is outside the scope of this guide, but any reasonable option should make it straightforward to show when and how someone consented, which matters if that is ever questioned.
What not to do
Do
- Ask for clear, active consent before adding anyone to a marketing list
- Make unsubscribing simple and immediate
- Offer something genuinely useful or interesting in exchange for signing up
- Keep records of when and how someone consented
Avoid
- Add contacts from a personal address book or group chat without explicit consent
- Buy or scrape email lists from any source
- Use a pre-ticked opt-in box or bury consent in unrelated terms
- Treat list size as the only measure of success, ignoring whether subscribers are actually engaged
Why it is not too late to start
Most authors who build a mailing list at all start after their book is already published, often after realising how little visibility they have into who actually bought it. There is no meaningful disadvantage to starting later rather than at launch; a list built from readers who have already finished and enjoyed the book is, if anything, a genuinely engaged starting group, since they already know the work is worth their attention.
A simple starter plan
Private worksheet
Email list starter plan
A private planning space for setting up a first mailing list; nothing here is scored or sent anywhere.
Your answers stay in this browser tab only. Nothing is scored, sent or saved to an account.
Common mistakes
- Assuming a retailer can provide buyer email addresses. No retailer shares customer contact details with authors; every subscriber must actively choose to join through the author’s own channel.
- Adding contacts without explicit consent. This is not a legitimate list-building method under UK GDPR and PECR, whatever the intention behind it.
- Offering a vague reason to sign up. "Join my newsletter" alone tends to convert far fewer readers than a specific, genuine offer.
- Judging the list only by size. A smaller list of genuinely interested readers is more valuable than a larger one built from unclear consent or low relevance.
- Waiting for a "big enough" moment to start. There is no minimum readership required before starting; most authors begin after publication, often with very few subscribers at first.
Frequently asked questions
Can I get the email addresses of people who bought my book on Amazon?
No. Amazon and other retailers do not share customer contact details with authors or publishers under any circumstances.
Is it too late to start an email list if my book has been out for a while?
No. Most authors who build a list start after publication, and readers who have already finished the book are often a genuinely engaged starting group.
Do I need to worry about GDPR for a small author list?
Yes. UK GDPR and PECR apply regardless of list size; active consent, a clear purpose, and an easy unsubscribe option are required from the very first subscriber.
What should I offer to encourage sign-ups?
Something specific and genuinely useful or interesting: a bonus scene, early notice of new releases, or relevant extra material connected to the book’s subject, rather than a vague invitation to "join the newsletter".
How big should my list be before I start emailing it?
There is no minimum. A very small list of genuinely interested subscribers is a reasonable place to start sending occasional, honest updates.