I’ve recently gotten the rights back to four of my children’s books, three picture books, and one chapter book. Revising and republishing them, I got a do-over. I’ve added both back-end marketing and backlist marketing to the books.
So, what’s the difference between these two strategies, and why does it matter?
When it comes to marketing books, the language can get technical fast—algorithms, conversion rates, read-through, frontlist, backlist, back-end, and more.
Backlist and back-end are two terms that often get mixed up, especially for newer authors. While they sound similar, they serve very different roles in an author’s long-term strategy.
Let’s break them down and then go over how you can use both to grow your readership and boost your book income, whether you're traditionally published or self-publishing.
BACK-END MARKETING: SELLING BEYOND THE FIRST BOOK
Think of back-end marketing as everything that happens after the first sale. It helps you turn a casual browser into a fan, and motivates a one-time reader into buying your other books.
Back-end marketing isn’t just about selling a second book. It’s about building a relationship. You’re not only aiming to get that reader to buy again—you’re creating systems that guide them deeper into your story world, your newsletter, your blog posts, and so on.
Example: Let’s say Karen writes a picture book fantasy trilogy. A reader buys Book 1, “The Case of the Plastic Rings” because it’s on sale for $5.99! That’s the front-end win. But the real power is in the back-end which might include: • A link to Book 2. • A free ‘behind the scenes’ or how-to in exchange for signing up for her mailing list. • Once on the list, readers get regular emails with bonus scenes, updates on upcoming releases, and personal notes. • Karen also runs occasional discounts on Book 2 and Book 3 to encourage read-through.
All of this is back-end marketing: it’s about turning the first sale into three sales, a newsletter subscriber, and maybe even a fan who preorders her next release.
Or suppose Karen writes a nonfiction book, “How to Write Fiction for Children.” At the end of the book, she can offer workshops, other help books, and writing services.
Back-end marketing works best when you have more than one product—ideally, a series, a shared universe, multiple books in the same genre, or a service.
BACKLIST MARKETING: MAKING OLD BOOKS WORK HARDER
On the other hand, backlist marketing is about selling books you’ve already published, especially the ones that aren’t your newest releases.
Your backlist is any title no longer part of your current launch cycle. Once that "new release" shine wears off—typically after a few months—the book enters the backlist category. And that’s where a lot of authors leave it to gather dust.
But here's the thing: your backlist can be gold. It's often more profitable than your frontlist, because the investment in editing, cover design, and promotion has already been made. Every sale now is gravy.
Example: Karen has eight romance novels out. Her newest release is getting the most attention, but she still promotes her earlier books through: • Seasonal promotions (like putting her Christmas romance on sale in November) • BookBub Featured Deals for older titles • Boxed sets of complete series • Newsletter swaps that focus on Book 1 of her earlier trilogies • Social media posts that “resurface” popular characters or fan-favorite quotes
By intentionally marketing her backlist, Karen keeps those older titles visible and profitable. They also become great entry points for new readers.
WHERE THEY OVERLAP – AND WHY YOU NEED BOTH
It’s easy to see how back-end and backlist marketing can overlap. You might use your backlist as the back end; after a reader finishes your latest book, you guide them toward a related older title. Or you might set up an automation sequence that sends new subscribers through your backlist.
But the key difference is this: • Back-end marketing is about the funnel—moving readers from one book or product to another. • Backlist marketing is about the library, keeping older books relevant and visible.
Authors who master both strategies often see the most sustainable income. Front-end promotions (like launch campaigns and paid ads for new releases) might bring the attention, but back-end and backlist efforts are what build a career.
PRACTICAL TIPS FOR USING BOTH STRATEGIES
For Back-End Marketing: • Include a call-to-action at the end of each book (e.g., “Start the next adventure here!”) • Build a welcome email series that introduces new readers to your world • Set up retargeting ads for people who’ve clicked on your Amazon page • Crosslink your books (e.g., “Fans of The Shadow Prince will love The Storm Queen”)
For Backlist Marketing: • Schedule regular promos for older titles, even if it’s just a price drop and a social post • Create themed bundles or box sets (e.g., “Enemies to Lovers: The Complete Series”) • Write new content—like a novella or epilogue—to reignite interest in a finished series • Use “also bought” and keyword tools to recategorize or retitle older books if needed
SUMMING IT UP
Back-end and backlist marketing aren’t flashy and don’t always give you that rush of a launch day spike. But they’re essential for long-term author success.
Think of them like tending a garden. You’ve planted the seeds (your books). Now it’s about watering the roots (back-end) and harvesting fruit from earlier blooms (backlist). Done right, they’ll keep your author business growing, without burning you out with constant new releases.
Start small. Pick one book, one email, one promo. Then build from there. Always think marketing.
I’m a working children’s ghostwriter, rewriter, and coach. I can help turn your story into a book you’ll be proud to be the author of, one that’s publishable and marketable.
