14 June 2019

The Results of My BookBub International Deal

The email newsletter

About a month after releasing GLOVED HEART, my second book, I submitted the first book (in the same series) for a BookBub deal in all markets after not trying for a couple of years. I nearly fell off my chair when I got the email through saying I’d got a featured deal for THE VAGABOND VICAR. When I calmed down enough to understand the text in the message, I realised that the deal would exclude the United States – it was “international” only. (I put that in inverted commas because I live “internationally”.) This means it is sent to customers who are registered for the markets in Canada, Australia, India and the UK (who are interested in historical romance). I was actually a little relieved about the deal being more limited, as publishing an indie book is expensive and I was apprehensive about spending the huge fee for a US deal. This would be tipping my toe in the water.

I haven’t paid for any significant advertising before. I’ve only boosted a couple of Facebook posts on releasing my books. To be honest I want to wait until I have at least three books out before I start doing any regular advertising. But everyone says to keep trying for BookBub and I thought it might be a good way to have people read through to book two. So did it work? Did I sell enough to get my money back? And are there any long-lasting effects?

Time Pressure and Pricing

The first thing to note is that I was told about getting the featured deal on May the 9th. The deal was to be on May the 19th (US time). Ten days is not really enough time to plan much other paid activity to coincide with the deal (except AMS and FB). I looked at some other major websites like ENT, and I was well short of their deadlines. So I have no idea how people manage to coordinate everything, except that they must already be planning a deal and give BookBub fixed dates. The people at BookBub do say that being flexible with dates will help you get accepted – so it’s a catch 22. The only things I did to promote the deal was to post on Twitter and Facebook.
My feature in the email

While on the subject of getting accepted – the main thing I did different this time around was to follow Bella Andre’s advice and put lots of good reviews and write-ups in the comments part of the submission form. So maybe that helped? Don’t be modest! I also submitted a deal for $0.99, when I’ve only really tried $1.99 in the past.

Kindle Countdown and Royalty Fail

I set up a Kindle Countdown deal in the UK first, as keeping the 70% royalty sounded good. It also puts a countdown timer on your listing which must drive some urgency. This is my first term in KDP Select for either book, so this is the first time I’ve tried this stuff. Figuring out the UK time zone vs the US one was a bit of a mind-bend (particularly when you live in a different time zone again!).

When I went to change the prices in the other markets a few days before the sale, I found that in order to reduce my prices to $0.99 or equivalent, I had to change to the 35% royalty in ALL markets, including the UK. So the main benefit of doing the Kindle Countdown deal was taken away. The countdown deal was also quite stressful as you are relying on Amazon to change the price at the right time, and not being registered for Amazon UK I had to ask people over there to check the price for me at obscene times of the night. Being able to change the price yourself in advance (even though you may have to wait 72 hours) at least gives you a good chance of it actually happening for the sale date.

Of course I only got 35% for sales in the US as well during the promotional period, even though the deal didn’t apply there. I do wish Amazon would not apply a global royalty percentage to allow you to run promotions more effectively. Right! On to…

#1 bestseller in Canada and Australia
The Results

BookBub tells you how many subscribers the email will go to and the “average sales” for each book featured. (There is no information on clicks or anything else that might be more helpful.) Going by that average, I would have no problem breaking even on sales alone (not accounting for KU page reads). On the morning after the deal went live (about 12 hours in), I eagerly checked my phone expecting hundreds of sales. There were 80. Which is outstanding for me on a regular day, but less than I’d been hoping for.

When I finally managed to get to my computer and check on detailed category rankings (toddler wrangling taking priority for a few hours first), I was thrilled to find a “#1 bestseller” banner on my Canadian listing. Australia followed soon after. The UK peaked at #2. India never really fired – only a few sales (although it did get to #61). I got pretty high in the overall Kindle rankings too - 57 in Canada, 103 in Australia, 613 in UK, and 1,754 in India. I stayed high in the rankings all day, and for most of the next day.

#1 in Regency Romance
Sales continued to trickle in for the rest of the first day, reaching 110. Page reads were 1,182, which was a few hundred better than I’d achieved in the few months I’d been in KU. The next day, sales dropped to 53, but page reads went up to 3,296. It was quite frustrating seeing the tiny royalties with the 35%, but I just had to think about the visibility I was getting as the main bonus. Days 3-6 (the rest of the sale) were at much lower levels for sales, but the page reads stayed consistent between 2,200 and 3,200 every day.

GLOVED HEART did get a few sales/reads as a result of the promotion, I think. It also cracked the top 100 in the UK (#68 when I remembered to check).

Once it was over I could add up everything, convert the earnings to my currency (NZD) and figure out whether it was all worth it.

Return on Investment

When I look at how much it actually cost me for the deal including currency conversion and fees, and then converting the royalties back again – I almost exactly broke even. Sales accounts for 58% of the revenue, KU page reads 42%. (Of course I could only estimate the revenue from KU page reads based on previous payouts.)

Total sales during the period were 187, well short of the “average” 390. I’m figuring the BookBub average sales number accounts for authors who have their books available on all the retailers, not just Amazon. But given Amazon makes up at least 75% of the ebook market, I don’t think this would have made too much different – the KU reads would make up the gap for most authors I think.

So I didn’t waste money, which is nice, although it would have been nicer to make some!

The figures above include sales of GLOVED HEART which were 2 ebooks and 3,412 page reads.

Longer-term benefits

It’s three weeks since the featured deal ran. Sales have gone back to trickling in, but they are trickling in those other markets (not counting India) which is great to see. Most of my sales have been in the US in the past, so having this visibility in those other markets really has been valuable.

More reviews are coming in too. I have had bloggers posting features and reviews for book 2 in the meantime which would have helped things along.

What’s changed – my KU page reads have remained much higher, ranging from 1,100 to 3,000 daily (previously they were 0-700). This is not an income by any stretch, but it’s a nice base to build on if and when I do more marketing in the future. And I can see that people are reading my books which is quite rewarding in itself.

The Amazon algorithms got to do their thing, with a lot of also-boughts popping up (when Amazon chooses to put them on and not just sponsored ads).

I got a handful more FB followers, email sign-ups and BookBub followers.

To sum up

It's nice to know that it doesn’t matter how long a book has been around for, you can always give it a boost with a targeted promotion. THE VAGABOND VICAR has been out since October 2014, but it now has many readers discovering it for the first time, and many of them also going on to read or purchase GLOVED HEART. I don't think book 1 not being a new release was any disadvantage.

Was it worth it doing the BookBub deal? I think undoubtedly yes. I didn't lose money during the deal, and I am still enjoying the benefits - mainly in page reads. I still think it would be more beneficial if I had more books out, but as it is I got to enjoy being a #1 best seller and some lovely feedback from readers. I'd encourage authors to keep applying for a deal, you never know when you'll get your moment in the sun.

27 February 2019

Forging Ahead

When I published my first book in October 2014, I never expected it would be such a long time before the second one was done. What happened? Life intervened. In the best possible way.

I met my husband shortly before book #1 came out. My life was filled with dates and dreaming. Soon I was planning our wedding and honeymoon, then we renovated our house and sold it, while designing and building another. While I was pregnant. Then, after the baby came (and we moved house), I entered the brain-fog known as motherhood. It wasn't until I went back to work after a year that I managed to get some sort of headspace back, and the energy to write again.

And now here I am, with the final draft of the next book done and with an editor, and my cover ready to go. I am about to ride this crazy roller coaster all over again. And I hope to do it again before too long!

The second book in the series I'm calling "Hearts of Amberley" is entitled GLOVED HEART. It follows the stories of two of the minor characters from the first book, THE VAGABOND VICAR. 

GLOVED HEART is now available for pre-order, and I've just revealed the cover which you can see below this book description. Now, to work on getting the word out there!

Can she ever trust again?

Amy Miller is struggling to come to terms with her new life as a mother, while being a reluctant guest in a rigid gentry household. A victim of abuse, she is determined to never trust a man again.

Henry Russell has loved Amy for as long as he can remember, but his family want nothing to do with her. A chance encounter with Amy rekindles a friendship which might save both of them.

The discovery of a secret which holds the key to Amy’s past will change them both forever, and jeopardise any chance they have for happiness. Can Henry show Amy that true love will give her everything she could ever need?

31 July 2018

Embracing the Middle Ground

So recently I got this rejection:
The tone of your novel was a bit confusing: you place it alongside Jane Austen and Georgette Heyer (which is appropriate for the plot and we love them) but there is clear lust between the main characters which feels more appropriate to a steamier kind of regency romance (such as ones by Lisa Keyplas and Lindsay Sands, who we also love). We wanted you to decide if you wanted something completely restrained or completely indulgent but not halfway. Our taste is subjective… etc etc
This is the first time I’ve received this particular critique about the level of steaminess. Usually I get comments like – this is half way between historical fiction (literary) and historical romance (commercial). So this one threw me for a bit of a loop. And it made me wonder – are there really no books out there that are neither sweet nor spicy? Really?

The thing is – this middle ground is what I love to read, what I want to binge-watch: stories, whether contemporary or period-based, with spine-tingling, tear-inducing romance, but without explicit sex or anything crass. Think Patricia Veryan, Carla Kelly, or Kristan Higgins, and think Downton Abbey or Gilmore Girls. I want to feel the longing, see the conflict, eat up the tension, but I don’t need to actually see or read them getting it on. In fact that middle-ground between the initial attraction and the eventual fulfillment is the best part. That’s the heart of the romance, for me. A kiss (or kisses) is enough to show they are on their way to a happily ever after that is physically as well as emotionally and intellectually satisfying.

So many times I have seen the advice: write what you love, write what you want to read, write what only you can write. I embrace that. I embrace wanting to be in the middle of high- and low-brow. I embrace loving romance, wanting maximum romance, but not crossing the line into “steamy”. I don’t see why I should be “completely restrained” or “completely indulgent” when I can have my cake and eat it too, in the middle. And I’m not the only one… am I?

16 July 2018

Mummy Brain – The Struggle is Real!

Sleepless. Overjoyed. Frustrated. Elated. Isolated, but no time for me.

The life of a new mother is relentless. So rewarding. So punishing. So brain-numbingly tedious but emotionally stressful. At the end of the day creativity is at an all-time low, and the struggle to get the rear end off the couch or do anything other on the laptop than peruse emails or social media is all but hopeless.

But I know I need to fuel the creative fire to feel alive again. To feel like me. I am a writer. And that means that occasionally, once in a while… I should actually create some words. Fictional words in extraordinary worlds which only live in my imagination, where stories dwell that only I can tell. It’s just even harder than ever to find the headspace, let alone the energy, to let the juices flow and feel the wonderful reward (as well as the agony) of creation. All my mental power is consumed by nap times and durations, creating ever changing menus, getting to activities on time and whether I'm doing white or colours washing. I can't even remember what I did this morning. Creating fake people from scratch is a little challenging.

My most productive period in the past was after 8:30pm, when I gave myself a deadline each night to turn off the TV/internet/whatever and just write something, even for half an hour. That would frequently turn into two hours or more once I was in flow. Now at 8:30 my husband and I tend to look at each other and drowsily debate what else we will do before going to bed.

You would think that being home all day would lead to more productivity, not less. But naptime is dominated by trying to catch up housework, life admin, attempting to connect with other humans and… maybe, personal hygiene. And given I may have been up for much of the night before, mustering the drive to be creative is challenging to say the least.

Now I am back at work, and needing to cram in mothering/wifing/lifing into even smaller slots. On the weekend my husband is so busy trying to be helpful, it’s very difficult to have him be solo-daddy for an hour or so, so I can get into my writing.

But I know I need to give myself the time and space to write. I need to make a routine, the same way I do for other essential parts of my life, now that we have more structure in our lives. I don’t have the answer yet. But I have the will. And I hope that is a good start.

How have other mothers got their mojo back? Please share your strategies for regaining this important part of becoming yourself again!

21 June 2015

Createspace vs IngramSpark - How Do The Books Compare?

I have recently gone through the process of publishing my book with both Createspace and IngramSpark. Having my book in print is the fulfillment of a long-held dream, but it's certainly not without its challenges! There are so many decisions to make as you go through the process of converting an e-Book to a print one, but I think it's worth it :-)

The finished article
There is a lot of information already out there on why you might use both services, so I won't go into that into detail here. The main thing is that Ingram gives you better royalties on expanded distribution, as Createspace use them as a partner anyway so both end up clipping the ticket

The focus of this post is my experience with the end results so far.


The first decision you really need to make is which trim size to use (the physical height and width of the book). I agonised over this, measuring many, many books as I tried to decide what suited my genre, what is the nicest to hold, etc etc. I almost decided to go with one of the smaller sizes, but in the end I couldn't argue with economics. You are charged for printing your book by the page, and it doesn't matter how big those pages are. When you do the maths, it's really not feasible to distribute with the smaller sizes. I went with 6x9, even though it doesn't seem to be a standard size - most of them aren't in whole inches.

It was a little annoying that not all the trim sizes support cream paper for expanded distribution. You can really only choose from four sizes, and none of them matched most of the books on my shelf.

The next thing to do is download the Createspace template for your size. I used the one with content pre-populated to get a feel for how to lay things out, and I originally thought I would stick with their font (Garamond). I then spent weeks playing around with different fonts and font sizes, assessing each for readability as against increasing page count. Days were spent on margin and gutter sizes... hopefully I'm not the only one to struggle with this! I spent a lot of time on the back cover too, editing and formatting the text and deciding on colours. Hopefully the finished result is professional-looking.

Createspace rejected my files for a few reasons - I had to figure out how to embed the fonts properly using a PDF printer, and I ended up embedding my title font as an image. Ingram accepted my files straight away (I'd already jumped through all the hoops I suppose).

I was able to use my files for Createspace with Ingram, with a few tweaks. I would definitely recommend doing your formatting for Createspace first, as you can make changes for free once you've uploaded - but with Ingram it's US$25 per change. I used the same interior file for both, and the cover just needed the spine width tweaked and to be put on the IngramSpark template. The Createspace one wants the image in the centre and bottom of the page, while Ingram wants it top right. Go figure. Createspace also allows a RGB file, while Ingram will only accept CMYK (I had to borrow another edition of Photoshop to make the conversion). I did like the fact that Ingram gave you a complete PDF proof.

The main hiccup I had with Ingram was with the spine width. I used their template creator, but the width increased after the final proof, as they put in two extra blank pages at the back. In my haste to get the thing live finally I approved it, but I regret that decision. I should have revised my cover, and I probably will (once I decide if I want to make any further tweaks). Just note that if your book doesn't end on an odd page number, they will add in two extra pages (1 leaf) for the barcode etc, and it will put your spine out on the back cover side by 0.1mm. This doesn't seem like a lot but it does show on the final book. Strangely, while Createspace also adds a page their spine width was still perfect. I suppose their templates must allow for this.

Overall, the Createspace process is easier to follow and they allow changes for free.

The Physical Books - Colours and spines

I received my Ingram books first - their shipping is faster and cheaper. I got my books from the Australian printing facility. While the thrill of having a physical copy of my book for the first time was undeniable, it wasn't 100% perfect. The spine issue I mentioned above was apparent.

What's funny is that the spine colour has intruded onto the front cover image, and it's approximately the same amount of colour from the back cover on the spine. So I'm not sure whether the pages they added have actually made a difference, or whether the whole thing is in fact just wrapped too far towards the front cover. 
IngramSpark front cover detail - note the brown colour from the spine is wrapping around to the front.
Here's how the recommended spine widths compare to the actual books.

Createspace template spine: 0.69in (17.53mm)
Actual spine: 17mm

IngramSpark template spine: 0.627in (15.92mm)
Proof spine: 0.631in (16.03mm)
Actual spine: Just under 16mm
CS cover on the left, IS on the right. Note the colour variations.
The cover colour differs significantly between the two editions (to my eye). It may be due to the RGB/CMYK difference. The Createspace colours are darker. While it does make my vicar's coat disappear into the background a little, I think I prefer the darker spine. It looks richer to me. Looking at them side by side, it seems the lighter parts are lighter with the CS version as well - like Cecilia's face. So the overall contrast is more noticeable. I'm still a bit undecided which is better.

CS spine on the left, IS on the right (showing the back cover colour intruding). Colour difference is obvious. 
As the Createspace spine looks perfect, this whole thing just leaves a sour taste in my mouth about the Ingram books. Even though everything else is fine and they are a bit cheaper to print for me, I would prefer to use and sell the Createspace books.

Paper and Type

I was a little wary of choosing the cream paper in each instance as some websites say it can be very yellow. But don't worry - both are fine; I think it looks great. The Createspace pages are perhaps slightly yellower than Ingram, but nothing to worry about.

CS interior on the left, IS on the right.
Createspace's paper stock is slightly heavier which gives it a nice feel but the difference is barely noticeable. This does mean the spine is 1mm thicker.

The type is slightly heavier in the Ingram version, which I prefer.

Paper and Type - IngramSpark wins, but only just.

Customer Service

I have had to contact Ingram about a few issues (such as the final spine template differing from the automated one). The main thing I have had trouble with is the publisher/imprint name. There is no place to put your own one in, they just use your real name. You can request a different imprint when you publish, but they seemed to ignore it. I tried to do it twice through the system, and emailed them three times about it before they finally took action. Their emails are always brief and sometimes I don't understand the full implications of what they are saying. Although they say they have now resolved the issue, the imprint is still wrong on all the retailer websites. Apparently it can take 6-8 weeks to filter through. Very frustrating.

I didn't need to talk to Createspace until after I received my first copies. Two of the three had damaged spines when they arrived. I had hoped to give these copies to a local bookshop but was forced to substitute the Ingram copies instead. I then emailed Createspace about it, and they promptly got back to me with a very courteous email saying they would replace the copies. Great customer service.

Customer Service - Createspace wins


I haven't used Createspace for expanded distribution so I can't make a comparison. Apart from the issue with the imprint name (still wrong), I was impressed with IngramSpark's offering. They offer a range of discount options and a flexible returns policy, and although their website states that online retailers may not sell the book until 2-3 months from the first upload, mine started popping up on the big retailers (e.g. Barnes and Noble) in only 1-2 weeks.

A quick note on the discounts and returns - after much research, I decided to maximise my returns from the online retailers rather than attempting to go after the big guns (i.e. Walmart etc) with high discounts and returns. Many websites state that it's nearly impossible for indies to get in there anyway, and if they return your books it could cripple you (you need to pay the full retail price for returns, and you've only made a tiny royalty). I went for the 40% discount without returns, and was satisfied to see my book appearing for sale on all the major websites.

Sales Reporting

It's hard to know when Ingram shows you your sales, and very little information on how to use and read their reports. Createspace is great - it updates a monthly tally when a sale goes through. While you don't get the little graph like you do with KDP, you do get your royalty balance updated in each of the three currencies they support. With Ingram I am going to wait until after the first full month and then try to figure out the numbers.

Sales Reporting - Createspace wins, so far

In Summary

Createspace is the winner in most areas, except their shipping is very expensive and/or slow for those not in the US. I would use them solely if it were not for the terrible royalties for expanded distribution.

25 May 2015

THE VAGABOND VICAR is Now Available in Print!

I'm so excited to announce that THE VAGABOND VICAR is finally available in print! It's been a long time coming - first because I was so busy with promo, and then I underestimated all the little decisions I would need to make. It took about three weeks to decide on a font, and I had about 20 different back cover options. Here is the finished cover...

It's on sale now on Amazon - see the full list of available retailers on my books page. I'll be adding more as Ingram Spark distributes it to other online stores such as Book Depository.

If you enjoy reading a printed book and love traditional regencies, I hope you'll enjoy this one :-)

01 April 2015

How to Get Reviews for your Book from Bloggers

Image courtesy of freedigitalphotos.net - Stuart Miles
I've spent the last five months promoting my debut book. Aside from regular social media, my intent was to get as many book bloggers as possible to review the book. I decided to go it alone (without using a blog tour company) and here are the things I learned.

So far I have secured reviews or features on sixty-three different websites You can find a list of the websites I've been or will be featured on here.

Has it been worth it? To get the reviews, definitely. While they haven't all been 5* (your book isn't going to be to everyone's tastes), it has both improved my listings on Amazon and Goodreads, and also driven spikes of sales. Some of the interviews/guest posts have results in sales as well (but not all). I don't think I can put a price on the relationships I've built, and the new fans I've gained as a result.

I don't necessarily recommend this approach (there are many blog tour companies who will save you a lot of time) but if you do want to go DIY here are my tips...

How to Find the Book Bloggers

Your problem won't be finding the book bloggers. It will be narrowing them down. Once you start, you'll find an ever-expanding web of blogs until you find yourself wallowing helplessly through the mire. Focus.

Don't just fling your review request at every single website you can find. It's a waste of your time. If you check a few things first, you'll save yourself the time and energy of emailing book bloggers who won't reply because they aren't accepting your type of request.

It can be addictive, just like querying (I can stop anytime I want, honest...). At some point though, you will get request fatigue. So focus your efforts on where you'll get the best bang for your buck.

There are heaps of websites which list bloggers. I don't need to tell you how to use Google. First, focus on those which review your genre exclusively.

A good shortcut for finding the most relevant bloggers is to find a book like yours that has been released recently and been on a blog tour. In most cases you should be able to find a list of all the blog tour stops. Simply click on each of the websites and follow the process below.

Another approach is to google reviews for a popular author in your genre - one who is too well-established to be doing blog tours, but is being reviewed widely by the bloggers.

Most blogs will have a blogroll, or list of their favourite blogs, usually in their sidebar. This will prove irresistible (more blogs! more reviews!). By all means, click on them. But continue to be ruthless and follow the guidelines below. And make sure you deal with all the websites you have open before you go opening more from the next blog. I know, it's hard! But it will wear you out eventually.

Determine Whether to Submit for Review

Okay, so you're on the blog. The first thing you do is check that it's still active - have they posted in the last couple of weeks, preferably in the last few days? If yes, the next thing you do is:

Check their review policy. Sometimes finding the policy can be a mission. If you draw a blank but find their email address, use your judgement as to whether to send them a request - do they review books like yours, from indie authors?

Things to check on the review policy:
1. Are they currently accepting review requests? Sometimes bloggers will leave their whole policy in tact but put a note somewhere (hopefully at the top of the page) that they are currently closed.
2. Do they review books by indie-authors? (no point getting excited about everything else if this is a No)
3. Do they review books in your genre?
4. Do they review e-books? (ignore if you are willing to supply your book in print)
5. Do they have specific submission requirements which mean you'll need to tailor your request in a certain way? Some websites want you to fill in a form instead of emailing - follow their instructions in each case.
6. Most good bloggers will note that they are not paid for reviews, and that they will not distribute your work to anyone else.
7. Note any other information such as the standard response/review time, where they post their reviews (some post more widely on request, such as to Amazon and Goodreads), and if they will post a negative review.

Once you are satisfied they will accept your request and are a good fit, go back to their homepage and check:

1. How many blog followers do they have? Facebook likes? Twitter followers? Goodreads friends? They should have at least a couple of hundred, maybe a couple of thousand (you decide what is an acceptable threshold). No matter how cool their blog is, if no-one knows about it your review won't get noticed.
2. Along the same lines, scroll down through their posts. How many comments does each one get? If there aren't any, it might not be worth your time submitting a review request.
3. At the same time, notice the types of books they are reviewing and the average ratings or types of comments they make. If you haven't already got enough information on the genres they read, looking at the actual reviews should clue you in. If necessary, check out their Goodreads profile.

So everything looks great with the review policy, their social presence and interaction on the blog. Time to get your submission ready.

How to Submit for Review

You should be able to write a template which you can use for most requests, except for those with very specific guidelines. Your request might include these parts:

1. The blogger's email address - send to only one at a time.

2. Your subject line with the words "review", "request" and the title of your book somewhere in it.

3. Address the blogger by name - their first name, e.g. "Dear Kathy,"

4. Introductory letter with the main pitch.
This may take the form of "I would like to submit my book [BOOK NAME] for review. It is a [genre and any other vital differentiating facts]. I have included more details about the book below." Then let them know the formats it is available in and if you have a deadline in mind (but don't sound demanding). Sign off with your pen name.

Be polite, courteous and professional. Sure, you're offering to give them a free book. But it takes time and effort to read and review a book, and if they're good at it they'll be in hot demand. Your tone should reflect your understanding of this.

5. Book details:
a) Title
b) Author
c) Publisher
d) Published date
e) Number of pages/words
6. Book blurb
Your synopsis or back cover copy. You should already have this to hand.

7. Book links:
a) Goodreads
b) Amazon
c) Other retailers

8. Your Bio
Short author bio (a few paragraphs). Again you should already have one on file.

9. Your links:
a) Your website
b) Facebook
c) Twitter
d) Any other social media of note

10. Attach your cover.

Proof-read several times. The last thing you want is the blogger thinking your pitch is sloppy and therefore your book will be too. Remember to include/attach anything else mentioned in the policy guidelines (although the above will cover off 99% of them).


Many bloggers will not reply if they are not interested. Expect to get a positive response from maybe one or two in ten. If a blogger expresses interest, continue to be respectful and whatever you do, don't beg them for a positive review. Your work should speak for itself. Just send off whatever file format they want and thank them for their time.

The good bloggers will be booked up at least a couple of months in advance. Ideally you should be contacting them 3-4 months in advance of your release - but this can be a challenge when all you want is to finish the damn book! Be prepared for the fact that your reviews/posts will be staggered if you do your promo post-release. This is not necessarily a bad thing.

In many cases a blogger may reply saying they are too snowed under to do a review, but the offer a guest post, interview or feature instead. This may mean some effort on your part but as a writer starting out any publicity (on reputable websites) is worth the effort. If they ask you to do a giveaway, consider it. They know best how to maximise the exposure for your book.

Note for sending directly to Kindle email address
Sending a mobi file directly to the reviewer's Kindle is a win-win. They get it straight on their device and you make sure it won't be distributed to anyone else. There are a few steps to follow though:
1. The reviewer needs to send you their Kindle address, which won't be the same one you're corresponding with. It will end in @kindle.com.
2. The reviewer needs to add you to their list of addresses within their Kindle account (type your email address into the body of the email so they can copy and paste it). Instructions of how to do this are here, point 2.
3. Once they have confirmed they've done #2, email the file to their Kindle address. You don't need to type a message.

Negative Reviews?
Not everyone is going to fall in love with your book, regardless of how similar you thought their tastes were. People make negative comments for all sorts of reasons you never could have anticipated. Maybe they weren't in the right mood for your book at that time, perhaps it wasn't quite the specific slant on the genre they like, they thought it moved too fast or too slow, or perhaps something about the characters irked them. You can't please everyone. If you get reviews with three or less stars, see if there is any constructive feedback in the review and then move on. There's no point dwelling - focus on the good ones. Pay attention though if there are common negative threads in several different reviews. Perhaps you should learn something for the next book.

Whatever you do, do not reply to the review on social media or contact the blogger privately to complain. It will only make the situation worse.

Readers on Goodreads seem to be particularly harsh. I've even had people put a lower rating on Goodreads than they put on Amazon or their own website (more than once!). Why? Who knows. Maybe they like to appear more harsh in front of their Goodreads friends. Just don't be surprised if your overall ranking on Goodreads is lower than the rest of the universe. It's still an important tool for word of mouth and can't be ignored.

A note on piracy
If you followed all the guidelines above, you can be fairly confident the bloggers you send your book to are legit. If they do end up passing it onto their friends - sure, you may have lost a sale... but you may have also gained a fan, which is so valuable for a writer starting out. Stay vigilant - google your book frequently and if it pops up on a pirate website, take immediate action.