Schedule a Call

Take Back Control: How FluentCRM Simplifies Your Email Marketing

When you rely on third-party platforms for your audience—whether it’s TikTok, Facebook, or even email marketing services—you’re basically handing over the keys to your business. They own the platform, they set the rules, and sometimes, they even control the relationship with your customers.

Recent events, like the TikTok ban, highlight just how fragile this setup can be. One policy change, and boom—everything you’ve built could disappear. That’s why, as creators, authors, and entrepreneurs, we need tools that prioritize ownership, transparency, and control.

Author Automations is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

This week, I’m digging into FluentCRM—an automation tool I like, use, and wholeheartedly recommend. It’s a self-hosted email marketing and CRM plugin for WordPress, and it’s a fantastic example of how owning your tech stack can simplify your workflow and protect your business.

Now, don’t get me wrong—this isn’t just about FluentCRM (although, spoiler alert, it’s awesome). It’s about making sure that if you do use SaaS tools (like how I’m using Substack here), you have a plan to bring your audience into a space you own and control.

The Rented Land Dilemma

Let’s call it what it is: building your audience on platforms you don’t own is like renting a storefront. It’s fine until the landlord doubles your rent, changes the rules, or kicks you out.

Sure, TikTok, Instagram, and third-party email services are great for discovery, but they’re not where you should build the foundation of your audience. Those platforms can change the rules (or vanish entirely) faster than you can say, “algorithm update.”

And while we’re here, think about the time and energy you’ve put into creating content. Now imagine waking up to find that your go-to platform has locked you out, introduced fees, or made it impossible to reach your audience without paying a premium. Sound like a nightmare? It happens.

Owning your tech stack means keeping the lines of communication open with your readers—no middlemen, no surprises. It’s your list, your data, and your relationship.

FluentCRM: Features to Consider When Comparing ESPs

If you’re currently using an email service provider like Mailchimp or MailerLite, you’re probably familiar with the basics: they send emails, they help you manage your list, and they charge you more as your audience grows. FluentCRM does all that, but with some major advantages—especially for authors who want to keep costs low while taking full control of their email marketing.

1. Self-Hosted Platform

FluentCRM runs directly on your WordPress site, so your data stays where it belongs—with you. No third-party servers, no surprise restrictions. Here’s what that means:

It’s like upgrading from renting a tiny apartment to owning your dream house—everything is yours, and no one’s telling you how to decorate.

2. One-Time Pricing Model

Most ESPs charge based on how many subscribers you have or how often you email them (aka the “success tax”). FluentCRM? Flat annual pricing. No extra fees when your audience grows, no penalties for being prolific.

For authors managing large or growing lists, this can save you a lot compared to services like Mailchimp.

3. Automation Made Simple

Automation doesn’t have to mean complicated. FluentCRM’s tools are powerful but straightforward, so you can:

For authors, this means more time writing and less time fiddling with email settings.

SMTP Options: Deliver Emails Your Way

Let’s talk about how FluentCRM actually sends those emails. Unlike most ESPs that use their own servers, FluentCRM relies on SMTP (Simple Mail Transfer Protocol). Fancy name, simple concept: you choose the email provider, and FluentSMTP—a free companion plugin—makes it easy to connect them to FluentCRM.

Popular SMTP Providers Supported by FluentSMTP

Here’s a quick breakdown of some favorites:

With FluentSMTP, you can mix and match providers to optimize for both cost and performance.

Why Split Transactional and Marketing Emails?

Not all emails are created equal, and FluentSMTP makes it easy to assign different SMTP providers based on the type of email:

By routing emails strategically, you can save money and ensure every email lands exactly where it needs to.

Smart Links and Event Tracking

FluentCRM isn’t just about sending emails—it’s about knowing what happens after. Smart links and event tracking turn every click, open, and download into actionable data:

Why FluentCRM is a Game-Changer for Authors

FluentCRM is more than just another email tool—it’s a powerhouse for authors who want to connect with readers, streamline their workflows, and take full control of their email marketing. By combining self-hosted reliability, flexible pricing, and advanced automation, it’s designed to grow with you—and your audience.

Whether you’re managing a list of 200 or 20,000, FluentCRM keeps your emails personal, your data secure, and your costs predictable. It’s your tech stack, your rules, and (best of all) your audience.

Join Me for a Live Walkthrough of FluentCRM Automations

This week, I’m opening up my “office hours” (usually reserved for paid subscribers) to everyone! We’ll dive into the three automations I use most:

I’ll walk you through how these automations work, why they’re essential, and how you can set them up for your own audience.

👉 Register here: https://us02web.zoom.us/meeting/register/6xri5sqxQqCOMeLZtvX9Ug

Three Action Items for the Week

Ready to put these ideas into action? Here are three things you can do right now:

  1. Audit Your Tech Stack
    Take a look at the tools you’re using to connect with your audience. Are you relying too heavily on platforms you don’t own? Identify one area—like email marketing or data storage—where you can start taking back control.

  2. Experiment with Automation
    If you’re already using FluentCRM (or another email tool), try setting up a new automation. Start simple, like a welcome sequence for new subscribers or a re-engagement campaign for inactive readers.

  3. Join My Office Hours
    Register for this week’s live walkthrough, where I’ll show you how to create three essential automations using FluentCRM. It’s open to everyone, and you’ll leave with actionable tips you can implement immediately. [Link to Register]

Author Automations is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.