With Advance Reader Copies (ARCs), you will see drop-off at every stage of the process. While this can feel discouraging, it is completely normal: not everyone who signs up will download the book, and not everyone who downloads the book will leave a review.
This is where a well-structured email sequence becomes your best tool to maximize review potential without overwhelming your readers. Here are the best practices for scheduling, structuring, and writing your ARC campaign emails.
How many emails should you send?
We recommend four emails total per ARC campaign (excluding the automatic “You're in!” confirmation email readers receive immediately upon signing up).
In Cabins Press, these emails are spaced out by two weeks by default, though you can easily adjust this schedule in your settings to match your specific timeline.
Let’s break it down and see what each email should communicate:
- Email 1: ARC Delivery & Welcome
- When it goes out: On your designated ARC release date (or over the following day, depending on how many total readers you have and your custom hourly send limits).
- Primary Goal: Deliver the manuscript file and set clear expectations.
- What to include:
- A brief thank-you note.
- The direct download link.
- Your book's release date and the requested deadline for reviews.
- Links to review platforms (optional): There are often fast readers who fly through a book in a single day and want to post their thoughts right away!
- Email 2: Download Nudge (Conditional sending available in Cabins Press)
- When it goes out: 5 to 7 days after Email 1.
- Target Audience: Readers who have not yet downloaded the book file. With Cabins Press’s conditional sending feature set for non-downloaders, your nudge only reaches readers who haven't opened the book yet, keeping you from spamming the rest of your list.
- What to include:
- A friendly, low-pressure check-in note.
- The direct download link.
- An offer for tech support (asking if they ran into trouble downloading or need a different file format).
- Email 3: Pre-Release Review Reminder
- When it goes out: 7-14 days before release day.
- Primary Goal: Remind readers to prepare their reviews and direct them to review platforms.
- What to include:
- Direct links to your book listings on platforms like Goodreads, StoryGraph, and other.
- An invitation to share their thoughts on social media (you can kindly ask readers to tag you in positive posts and avoid tagging you in negative reviews).
- Email 4: Launch Day & Final Thank-You
- When it goes out: On release day.
- Primary Goal: Celebrate the launch, direct reviewers to Amazon, and wrap up the campaign.
- What to include:
- A thank-you note for their time and support.
- A direct link to your Amazon listing so readers can post their verified reviews now that the book is live.
- Purchase links for readers who might want to buy a physical copy.
- A gentle reminder that while reviews are welcome anytime, posting during launch week provides the biggest boost for authors.
Final rule of thumb
Keep your emails brief and concise and focused on a single action. Readers are far more likely to read, click, and act on short, clear messages than long walls of text. Make your buttons easy to see, keep your message focused, and let your readers enjoy your book!
Read next: Sending and Protecting Your ARCs