Newsletters: A Writer's Best Marketing Tool

by Ane Mulligan @AneMulligan

Newsletters are touted as a writers best marketing tool. Why? Because the people who sign up to receive your newsletter are fans. They like your books. Especially with today's rules and regs about newsletters, your followers have to jump through a hoop or two to get on your subscriber list. 

Before we go any further, We need to make clear that you should use a newsletter service. If you create a list of emails and send your newsletter to those people without using a service, that is no longer legal. It doesn't allow for unsubscribing. Be sure you're compliant. There are many services that are free for up to about 1,500-2,000 subscribers.

How do you find subscribers? 

After my first book was published, I carried a subscriber list to book signings and talks. I laid it on the table with my books. It stated clearly how often I would send out a newsletter. 

But gathering subscribers that ways is slow. Then a critique partner told me about Ryan Zee and his "list builder" campaigns. She told me the price and how many subscriber she got from it. I took her word and paid the $65. I got over 860 subscribers and have retained about 820 of them. That was a good deal. 

The way a list builder campaign works is several authors (usually about 30-40 per campaign) pitch in a free e-book for the winner and runner up. Then the person sponsoring the campaign sends you promo graphics to promote the campaign. The winner gets a new e-reader plus all the e-books from the authors. 

When readers enter, they have to choose whose newsletters they'd like to receive. When the contest is over, the sponsor sends you a spreadsheet with the names and email addresses of those who chose to get your newsletter.

How often is too often?

I get a lot of newsletters from author friends. Some are weekly, some monthly, and some quarterly. I decided to do a quarterly newsletter, and to be honest, sometimes it's gone to six months between. I don't think anyone minds the lapse. 

If you find people unsubscribing from your weekly newsletter, you might want to try a monthly one. Unless you load your with such interesting tidbits, your readers can't wait for the next one, then I'd suggest less is more.

What to Put in Your Author Newsletter

So, your list is building. You've figured out how often to send your newsletter. Now, the big question: what do you put in it? This is the hardest part for me. I didn't have a standard format I followed, but now I've made one up.

Any upcoming release. Start six months out if you do a quarterly newsletter; two months out if a monthly one. You want to create a buzz about your upcoming release. Promote pre-orders. They create interest and will help your Amazon sales ranking skyrocket on release day. 

New release. Play up your new release. Perhaps give your subscribers a scene that was cut from the book, or perhaps a little backstory about the characters. Always give subscribers something nobody else gets.

What you're up to. My subscribers know I'm involved in Community Theatre. So I include a tidbit from rehearsals, a photo, and any funny story that arises from a show. 

Book signings & talks. If you do a lot of speaking, include a calendar or at least a list of where and when you'll be talking or doing a book signing. Subscribers in your area love to come see their favorite authors.

Hobbies. Are you a knitter? Debbie Macomber has created an entire Bestseller ranking from knitters. Another friend is an amateur genealogist. Her debut book's heroine who is a genealogist. Her newsletter includes tips on finding your ancestors. 

Recipes. Newsletter readers love to get recipes. I always include a recipe or two in the back of all my books. So I include a recipe new to me. I usually take a photo of it to put on Facebook, so I add that to the newsletter.

Books on my nightstand. If I don't have a new release or upcoming one, I will share the books I'm reading, and maybe a review of one of my critique partner’s or friend's books. 

That should give you an overview on newsletters. And if I missed anything, please comment and let me know!

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Newsletters: A Writer's Best Marketing Tool from @AneMulligan on @EdieMelson (Click to Tweet)

Ane Mulligan lives life from a director’s chair, both in theatre and at her desk creating novels. Entranced with story by age three, at five she saw PETER PAN onstage and was struck with a fever from which she never recovered—stage fever. One day, her passions collided, and an award-winning, bestselling novelist emerged. She believes chocolate and coffee are two of the four major food groups and lives in Sugar Hill, GA, with her artist husband and a rascally Rottweiler. Find Ane on her website, Amazon Author page, Facebook, Instagram, Pinterest, The Write Conversation, and Blue Ridge Conference Blog.