-modified.png)
The #1 mistake that most developers make when it comes to marketing their indie games? Focusing exclusively on social media and neglecting other avenues, such as email marketing. The problem with this is that social media marketing means you’re reliant on a single platform which can disappear at any moment.
This is where email marketing comes in. It forges a personal connection with your audience, establishing loyalty and increasing sales. And, hey, it’s very budget-friendly! Here are 5 email marketing strategies you can use to market your indie game.
1. Encourage subscription through engaging CTAs
The first step to building your email list is promoting it on your social media and Steam pages and encouraging people to subscribe. Let them know what they get out of subscribing to your newsletter (a direct connection with you, updates right in their inbox, the chance to give feedback and participate in the development process, and so on). Sweeten the deal by promising (and delivering) exclusive coupon codes, behind-the-scenes information, or giveaways.
2. Create personalized emails
Your social media followers will only see your content if they open the app(s). But, with emails, you get to reach them directly, so use this opportunity wisely. Personalize your emails and talk to each subscriber directly. This could be done by something as simple as using their first name, sending out welcome emails, wishing them on holidays or even their birthdays! Email automation software tools like Mailchimp are very advanced these days and can help you do all of the above pretty easily!
3. Be consistent
You don’t have to send out a newsletter every single week (especially if you don’t have anything new to share), but make sure to land in your subscribers’ inbox at least once a month. This shows commitment and also keeps your indie game fresh in their minds without letting the buzz die down.
4. Give them exclusive content
Your newsletter should give people something that they can’t find on your social media accounts or your Steam page. This could be early access to content before it’s released to the public, exclusive merch, discount coupon codes, or even a giveaway that lets them win free stuff. You can also advertise the types of exclusive content people can expect from your emails and use it to entice more people to subscribe!
5. Make it interactive
Your newsletter should not be a one-way street where you talk and your audience listens. It should be a place where they feel valued – like they have a voice, too. Run polls, ask them for feedback, get their suggestions on what kind of content they would like to see, collaborate with other indie game developers they like, and so on. Make them feel involved in the entire process and have fun along the way.