KingSumo Campaign Results

Like I did with my Bookfunnel Campaign, I want to give back to the greater writing community by sharing with everyone how my KingSumo Campaign went and what it accomplished.

I actually ran two campaigns. The first one was for my Christian fiction newsletter list and the second one was to kick-start a science fiction mailing list. I’m moderately pleased with how both turned out. I’ll break down each one in turn.

1.  Christian Mailing List:

Goal: Increase readership in order to provide future agent/editor/publisher hard stats on my ability to build a platform for my writing. This mailing list needs to be able to make an impact by the middle of 2019, so a shorter event horizon, if you will.

Method: Set up a KingSumo contest with a free book giveaway advertised on my personal facebook page and my writing Facebook page.

Cost: Book ($8.79) Facebook ads: ($18.19) Total: ($26.98)

New email addresses: 55

New likes on Facebook page: 30

Engagements on New Subscriber Email #1 (17 opens, 2 clicks, 2 unsubscribes: 30% opens)

Engagements on New Subscriber Email #2 (10 opens, 0 clicks, 0 unsubscribes: 18.9% opens)

When I added the 53 email addresses to my main Christian fiction newsletter, I got the following responses from my drip campaign:

Drip 1: 53 sends, 11 opens, 3 clicks. I believe, based on what I can see, that my free Bookfunnel novelette was downloaded twice off of this campaign.

Drip 2: 53 sends, 7 opens, 0 clicks.

Drip 3: 53 sends, 7 opens, 0 clicks.

I’ve sent one monthly email since then, and my preliminary data suggests 9 opens.

Commentary: Overall, I’m happy with this campaign. It cost me less than $30 and it got me 53 subscribers, of which 18 are 3-star and above after my drip newsletter and one monthly newsletter. I’ll try to reengage the rest of them before purging my list in mid-January. I suspect I’ll be able to capture a few more, but most of the rest will be dropped. Again, for such little overall investment, picking up this number of new subscribers was worth it.

I plan to run another KingSumo campaign in the early spring to coincide with my next short story release.

My biggest takeaway is that I need to write better engagement emails for my drip campaign, and to incorporate those new subscribers sooner into my larger mailing list. I kept them quarantined too long.

Special shout out to James L. Rubart, who’s book The Man He Never Was* had just earned him his 5th Christy award right before I started the contest. I’m sure that helped, and I’m grateful for his dedication to the craft. Jim and I did not correspond before I ran the contest and, aside from hopefully gaining some new fans through my promotions, was not given any monetary reward.

2.  Science Fiction Mailing List:

Goal: Long term prospect of slowly building a list to introduce people to my writing while building relationships that will, someday, lead to sales of future projects. Maturity horizon for this list is approximately 5 years out.

Method: Set up a KingSumo contest with a free short story value pack giveaway advertised on my Sci-Fi Facebook page.

Cost: Asimov’s Science Fiction Value Pack ($11.70) Facebook ads: ($20) Total: ($31.70)

New email addresses: 49

New likes on Facebook: 21

Engagements on New Subscriber Email #1 (11 opens, 0 clicks, 2 unsubscribes/bounce: 22.9% opens)

Engagements on New Subscriber Email #2 (11 opens, 0 clicks, 0 unsubscribes: 23.4% opens)

I’ve sent one monthly newsletter since gaining these subscribers. The newsletter resulted in 9 opens (19.1%) out of 47 sends, with 1 unsubscribe.

Commentary: I bought a value pack from Asimov’s Science Fiction Magazine* in late 2017 and loved it, so I enjoyed using this as the prize for my sci-fi contest. While the number of bounces and unsubscribes is higher with this campaign, I’m still happy with the results in an overall fashion. All said, 14 subscribers have a 3-star and above Mailchimp rating on the date of this post. Like with my Christian newsletter, I plan to attempt to engage the 2-star subscribers to beef that number a little before purging the inactive subscribers by the end of January.

Oh, and the guy who one the contest? Already signed up to be beta reader for my short fiction!

Overall Verdict

Ok, now for my overall verdict. Would I do KingSumo again? Yes! It took very little cash to reach real potential readers that I probably wouldn’t have reached before. Now I’m doing the hard work of building relationships with them. Several email addresses were probably just spam traps, which bounced as they expected, and some realized they didn’t win and don’t care about my writing, which led to the unsubscribes. Others probably just have an email address they don’t check often and don’t care about me either. They’ll get removed if I can’t engage them.

Overall, though, this was a better campaign than the Bookfunnel free giveaway, and I expect to run it again at least for my Christian fiction brand, if not for my sci-fi list.

* Affiliate Marketing Link

The Bookfunnel Campaign Post 2

frontIn the previous email about my Bookfunnel campaign, I laid out the business framework for the release of The Dirty Campaign, my reader magnet. In this email, I want to show you the unadulterated data from the campaign.

I’ll admit, I messed up a couple of things when I started this campaign, despite reading as many posts and FAQs as I could. One of the things I did was accidentally put in motion one of my Facebook ads early, which forced me to actually publish the story on Bookfunnel a few days before I’d intended to. That wasn’t too serious an issue, but it wasn’t the way I would have wanted to do it.

Another thing I did wrong was not pay for a good cover from the get-go. Unfortunately, the numbers indicate that it didn’t help much in the end, but most of my sign ups did come after I had a better cover on the front of the novelette (Pictured above is the better cover).

So…here are the numbers:

For my (then) current subscribers to my mailing list:

  • 25 views on my Bookfunnel page
  • 9 downloads

For a general release page, which got shared on my blog, through email, and on FB, I got the following data:

  • 57 views on my Bookfunnel page
  • 1 download

For my fiction FB Page, I got the following data:

  • 457 views on my Bookfunnel page
  • 1 download

For my political commentary FB Page, I got the following data:

  • 237 views on my Bookfunnel page
  • 2 downloads

I also created a “Personal For” message, which I targeted to friends and family that I wanted to specifically invite to take part. This also included my beta readers. I got the following data:

  • 6 views on my Bookfunnel page
  • 4 downloads

In all, I got the following data:

  • 782 views on my Bookfunnel page
  • 17 downloads

As you can see, this was far from a success for me. I’m not saying Bookfunnel isn’t a success for many authors, or that maybe it’s more of a success for authors who already have a following, but for getting started essentially from scratch, it’s rough. The bottom line was that, out of 782 views, and over a thousand on Facebook, I only gained 8 (!) new subscribers to my list.

Speaking of Facebook, I wanted to break down some numbers there too. This is a broad stroke look at the keywords and numbers. I’m honestly too busy to be able to dig much deeper at this time.

Keywords: Baptist, Southern Baptist, Politics (Conservative), Politics (Moderate), Likely to Engage in Politics, Christian Fiction.

  • Fiction FB Page, using the a mix of the above keywords, garnered 3,396 reach, with the aforementioned 457 views on my Bookfunnel page, resulting in 1 download and signup. Paid: $33.39.
  • Political Commentary FB Page, using a mix of the above keywords, garnered 1,478 reach, with the aforementioned 237 views on Bookfunnel, resulting in 2 downloads and signups. Paid: $17.23
  • Unfortunately, I can’t know exactly how my personal Facebook page helped or hurt, but suffice to say, not many of my friends signed up either, except through the “Personal For” message.

I actually had more success getting the signups first, and then offering the book later. Of 14 page views from 5 new subscribers, all five downloaded the book. If anything, my Bookfunnel campaign suggested that I would have done better by getting signups through a different style of campaign and then offer the book. This is still a strategy I’m employing.

If I learned anything, it’s that I went into a Bookfunnel campaign thinking that it was the magic bullet for building a mailing list. It’s not even close to that. I have a couple of things I’m working on now to make Bookfunnel part of a larger strategy for building a list, but alone, Bookfunnel just isn’t enough, at least for me, writing for my intended audience.

For those who’ve used Bookfunnel, how did your numbers work out? Better? Worse?

 

 

The Bookfunnel Campaign Post 1

In an effort to be transparent about my Bookfunnel campaign, and to possibly help authors in the future, I’m going to spend the next three posts discussing my results for The Dirty Campaign. I will cover the build up to the campaign, to include the writing process, the Bookfunnel campaign in general, to include the raw download/newsletter signups data, and finally, at year’s end, I’ll talk about what’s still working with the campaign, meaning, am I seeing newsletter signups turning into fans.

I know that’s a lot. First, an assumption: I assume that people reading this three-part blog series are writers, or interested in the craft and business of writing. If you’re not in that situation, this may sadly get boring pretty quick. Anyway, that assumption is also a sort of disclaimer. I have switched to writing almost exclusively fiction, so you’ll find a lot of nuts and bolts in this blog series.

First things first: My plan of action

1.  Write the story. If you already have a system for writing, then don’t worry about this. Just do what you normally do. I did try a new thing that I’ve continued to incorporate. I’ll write about that in the future.

2. Edited the story significantly. I verified POV so often I got sick of some of the characters. But it paid off in the end.

3. Sent the story to a handful of beta readers. Not all of them gave me feedback unfortunately, but enough of them did that I could feel confident about moving forward.

4. Converted the final draft to .epub and .mobi using draft2digital.

5. Uploaded the files from draft2digital to BookFunnel.

6. Paid for advertising on Facebook (because that’s where my page already resides and I knew it would cost for people to actually see it). 

7. Wrote several blog posts to announce the coming publication. Shared on Facebook. 

8. Prepared a drip sequence in Mailchimp ready to go for new subscribers as they signed up for the newsletter and downloaded the novelette. This drip sequence introduced new readers to me as the author, to the fictional town of Sunset, Kansas, and to my characters, and included three emails spread out over two weeks.

As you can see, I laid out what was basically a business plan. I had all of this ready to go two weeks before the soft launch, which went to current subscribers and to my personal Facebook page. The soft launch occurred one week before the main launch, and gave me a chance to reward my current subscribers for their loyalty as well as test out a couple of ideas in a setting that allowed me to make corrections before going wide release.

In the next post, we’ll do the numbers!

 

* None of the links in this email are affiliate links. I don’t stand to make any money off of this blog post. It is for informational purposes only and for the edification of other authors.