From Edie: Want better email open rates and fewer spam problems? Discover what outlaws can teach authors about email list health, deliverability, and keeping your newsletter wanted in readers’ inboxes.
Be Wanted in the Inbox: What Outlaws Can Teach Authors About Email List Health
by Kate Huff @KateOliviaHuff
Do you find that January is a natural reset for you as an author? For me, the first few days of the year bring time to pause, take a deep breath, and look forward to what's ahead. Maybe you're the same. I set a few goals, think about what writing I want to get done and the marketing that comes with it. I might clean my desk and do a few resets to figure out something new that might work. Have you ever considered that January might be a good time to give your email newsletter a refresh?
Email lists are often forgotten about over time, even though they're one of the most powerful tools an author owns. The "set it and let it run" mentality is strong with this one, right? While I love that my automations work without me having to do anything to them, I still need to check in on my email and make sure it's still working properly! If you haven't done that, January is a great time to make sure your list is healthy. Not because something is wrong, but because email list health directly affects deliverability, engagement, and book sales.
Before you grow your list this year, it's worth making sure it's healthy. And if you're building from scratch, consider using double opt-in from the start—it keeps your list quality high by confirming subscribers actually want to hear from you.
What does a healthy email list look like for authors?
Honestly, your list doesn't have to have a huge number of people on it, nor do you need to send a newsletter more than once a month. But it does need your attention every so often. For authors, a healthy email newsletter list means:
- Your emails land in inboxes, not spam folders
- Readers open and engage with your emails
- Your list supports your publishing journey, including book sales and launches, instead of hurting it
- You feel confident sending emails consistently
An unhealthy list, on the other hand, can quietly sabotage your efforts with lower open rates, poor deliverability, and disappointing response rates.
Why This Matters More Than Ever
Over the past year, email providers, especially Gmail, have changed how they evaluate senders. These changes affect authors, writers, and small creators, not just big businesses.
They are enforcing stricter sender rules and working hard to make sure spammers don't land in your inbox. That's great for you if you're paying attention to your engagement, but do you know what you should be looking for?
- Engagement rates (opens and clicks)
- Sending to inactive subscribers
- Proper email authentication
- Spam complaints and unsubscribe behavior
Ultimately, it's a great thing for authors, but you do want to make sure you've done your part to clean up your list. When email providers see repeated sends to disengaged subscribers, they interpret that as a signal your emails aren't wanted, even if some readers love hearing from you.
Which can mean:
- Emails land in spam
- Throttled delivery
- Readers telling you they "never got your email"
It's one of the biggest email deliverability issues authors face today.
Poor List Health Hurts Your Most Engaged Readers
This can surprise authors.
When you keep emailing people who never open your messages, it doesn't just affect those subscribers—it affects everyone on your list.
Email providers look at overall engagement. If a large portion of your list ignores your emails, inbox providers may stop delivering your emails to anyone, including your biggest fans.
Cleaning up your email newsletter list protects the readers who actually want to hear from you and helps ensure your emails reach them when it matters most, like during a book launch.
Email Compliance Basics Authors Should Know
Email compliance isn't about fear or legal jargon. It's about professionalism, trust, and deliverability.
CAN-SPAM Compliance for Authors (don't miss this!!!)
CAN-SPAM law applies to authors just like it does to businesses. Every author newsletter should include:
- Clear sender identification
- A valid physical mailing address
- A visible easy-to-use unsubscribe link
Following CAN-SPAM requirements helps protect your sending reputation and ensures your emails meet basic legal standards. (FTC CAN-SPAM Compliance Guide)
Signs Your Author Newsletter Needs a Cleanup
A few common warning signs that may signal you need a cleanup (besides it being a good thing to do in January!):
- Open rates slowly dropping
- You're unsure if emails are landing in spam
- You've never removed inactive subscribers
- You've switched email platforms or domains
- You hesitate to email because you're afraid of unsubscribes
- You've never checked your compliance or authentication settings
Honestly, these are all very common and easily fixed.
What an Email Newsletter Cleanup Actually Means
An email list cleanup doesn't mean deleting everyone who hasn't opened an email recently.
For authors, a healthy email list cleanup typically includes:
- Reviewing subscriber engagement (typically anyone who hasn't opened in 12+ months)
- Sending a re-engagement campaign to win back inactive readers
- Confirming CAN-SPAM compliance
- Checking SPF, DKIM, and DMARC (these are authentication settings that prove to email providers that you're really you—not a spammer pretending to be you)
- Making intentional decisions before your next launch
Most email platforms let you segment by engagement and archive or remove inactive contacts in just a few clicks. Think of this as routine maintenance for your author platform, not a one-time emergency fix. Ideally, you'd do a quick check quarterly and a deeper cleanup annually.
Common Author Myths About Cleaning Your Email List
Many authors avoid cleaning their lists because of these fears:
"I'll lose subscribers." Yes, your list may shrink—but engagement and deliverability usually improve.
"I might need those readers later." If they haven't engaged in years, they're unlikely to show up during a launch.
"I don't email often enough for this to matter." Infrequent sending can actually increase disengagement and spam placement.
A smaller, healthier list almost always performs better than a large, inactive one. In fact, authors who clean their lists often see open rates jump from 15-20% to 30-40% or higher—which means more readers actually seeing your book announcements when they matter most.
Why January is the Best Time to Clean Up Your Email List
January usually offers something most months don't: breathing room.
You're planning ahead. You're looking at the year as a whole.
- Gives you clean data for the year ahead
- Improves deliverability before major announcements
- Builds confidence in your email marketing
- Creates a strong foundation for launches and promotions
Healthy email lists make author marketing easier, and January is an ideal time to start!
If You're Curious How Your Email List Stands Right Now…
If you're thinking, I'm not sure how healthy my list actually is, you're not alone.
That's why I created a Healthy Email Checklist for Authors. It walks you through the most important areas to review—engagement, compliance, and deliverability—without overwhelming you. You can download it for FREE by signing up for my Newsletters Made Simple email at newslettersmadesimple.com. (Don't worry, you can unsubscribe right away and I won't be offended!)
It's designed to give you clarity, confidence, and a clear next step.
Final Thought
Your email list is one of the few marketing assets you truly own as an author. Taking care of it means your messages reach the readers who genuinely want them.
When it comes to emails, you want to be like an outlaw—recognizable, authenticated, and wanted.
TWEETABLE
Kate works as a freelance content writer and newsletter specialist. She has over twenty years of experience crafting content, specifically newsletters, across diverse sectors, including non-profits, sales, and fundraising. She helps authors and entrepreneurs create compelling newsletters that connect with their audiences and offers tailored content creation services, as well as training on how to build newsletters and grow subscriber bases.
You can find her at WWW.KATEOLIVIAHUFF.COM or on most socials as @kateoliviahuff. Sign up for Newsletters Made Simple for Authors at HTTPS://REBRAND.LY/NEWSLETTERS-MADE-SIMPLEfor simple tips to take your newsletter from good to great!
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