5 Launch Day Book Marketing Strategies
Your launch day is here! You’ve done the hard work of writing, editing, cover design, and formatting. Now it’s time to get your book in front of readers. For indie authors, relying on various algorithms alone is a recipe for disappointment. Getting maximum readership without going viral on BookTok requires a dedicated, focused plan for the 24 hours that matter most.
The initial velocity of sales and reviews on launch day signals to retailers (like Amazon, Apple, Barnes & Noble, etc.) that your book is worth promoting, which is the key to organic visibility. Not to mention that the first days and weeks of your book launch are what’s tracked if you want to become a bestseller.
Here are five essential marketing strategies you can use on that pivotal day.
1. The Launch Day Email Blitz
Your email list is your most valuable asset. It’s the direct line to your most devoted readers, and unlike social media, you own the connection.
Do I need this? Yes. This is non-negotiable for generating immediate sales velocity.
Cost: Low (Email providers like MailerLite or ConvertKit often offer free tiers for new users, or you can upgrade for a subscription fee).
Launch Day Action: Send a single, urgent, and enthusiastic email blast at 7:00 AM in your readers' primary timezone. Include a direct "Buy Now" link, a picture of the book's cover, and a short, punchy description. Then later in the afternoon, follow up with a second, shorter email reminding those who haven’t opened it yet that the day-one momentum is vital.
2. Activate Your Review Drive
Launch day is when those highly coveted ratings and reviews need to start coming in. Algorithms look for both velocity (how many people buy) and social proof (how many people review). This strategy relies on work you did before launch day.
Do I need this? Yes. A book without reviews is a static product. Reviews drive sales and trust.
Cost: Free. This leverages your existing Advance Reader Copy (ARC) team. Alternatively, you can release the paperback about a month ahead of your ebook (or vice versa), and if they’re linked on the sales platforms, readers for the new release (ebook) will see reviews from the previous (paperback) readers.
Launch Day Action: Send a specific email to your ARC and Launch Team thanking them, and providing direct links to the retail pages (Amazon, Goodreads, etc.). Ask them to post their honest reviews immediately. Keep this email separate from your main sales blast for a more targeted send. You can organize your send lists in the platforms mentioned in the previous section.
3. The Limited-Time Price Promotion
Offering a launch-day discount is a powerful incentive for buyers. While you sacrifice a bit of royalties, the volume of sales and the increase in ranking can far outweigh the small cost.
Do I need this? Highly recommended for building initial traction, especially for the first book in a series.
Cost: Low to variable (The cost is the lower royalty you receive. You might also pay a submission fee to a promo service like Bookbub).
Launch Day Action: If you scheduled a 99-cent or $2.99 sale, announce this loudly on all platforms. If you have the budget, use a service like BookBub’s “New Release for Less” program or submit to smaller, genre-specific promotion sites (search for "free book promotion sites") to amplify the discount on launch day.
4. The Social Media "Go Live" Surge
Instead of just posting static images, jump on the platform where your readers are most engaged (Instagram, TikTok, or Facebook) and run a live session. This creates a real-time event that people feel excited to join and share.
Do I need this? Yes, to convert followers into buyers and generate real-time buzz.
Cost: Free (time investment).
Launch Day Action: Host a 15–30 minute live Q&A or read the book's dedication and first chapter. Make the session celebratory, and every five minutes, verbally share the “link to buy.” You can also encourage viewers to post a screenshot of the book on their own feeds and use relevant hashtags like #NewRelease and your book’s title. You can also make a hashtag that’s specific to your book, so when other people click on it, it’ll take them to the other posts that have used tag.
5. Targeted Paid Ad Boost
While you should have ads running before launch, the launch day is the perfect moment to turn up the volume on your highest-performing campaigns. This is where you target new audiences who aren’t already on your list.
Do I need this? Recommended, especially for authors looking to scale sales beyond their existing network.
Cost: Variable (Start small, e.g., $5–$20 for the day, and scale up if the ad performs well). There are lots of courses out there on the “$5 ad strategy” that you can test out ahead of time if you’d like.
Launch Day Action: Launch or significantly boost the budget on a few specific ad sets (e.g., Amazon Ads targeting niche-down competitor authors or Facebook Ads targeting known genre interests). Make the ad copy launch-specific: "IT'S FINALLY HERE! Get the [Genre] everyone is talking about today!"
