From Edie: Learn how authors can grow their newsletter in three simple stages by engaging readers, making signup easy, and reaching new audiences to build lasting connections. I also want you to know how excited I am for Kate's new project: The Wandering Words. I signed up for it as soon as she opened it and it's something I look forward to!
How Authors Can Grow Their Newsletter in 3 Simple Stages
by Kate Huff @KateOliviaHuff
Authors are repeatedly told to "grow your platform" and build their newsletter subscriber list. It can feel overwhelming at times, right? Sure, let’s add that to a list of things to do while also being alive, maintaining a household, and trying to write a book.
Let's break it down into three stages to hopefully make it a little easier. And yes, the order matters!
1. Be Worth Finding
Before you pursue growth, stretch your consistency muscles. You don't want to grow quickly and then go MIA on your fans! Figure out a plan that allows you to write and send on a monthly rhythm. It's manageable and shows you can keep your deadlines.
When writing your newsletter, let your voice and brand shine. When readers get to know your voice and brand early on, they can decide if they want to buy your books. You're building lifelong fans here, not just creating an advertisement!
Make sure your newsletter is actually serving readers and gives them a reason to open your newsletter. You want to work out the kinks while you have a smaller number of subscribers, not a larger number!
A few ways to find out what keeps your readers opening every month:
- What do your readers respond to the most? Don't be afraid to ask questions and see what they reply to.
- Find out why they joined and if they are glad they joined.
- What do they look forward to the most? Give them a survey to share feedback every so often.
I try to include a question in every newsletter. Know what has brought the most engagement? Weather! It never fails. Everyone loves to discuss if it's been too hot or cold for far too long. And once a subscriber responds, I'm able to ask further questions that allow me to get to know my readers a little better. It's all about creating engaging content and building connections.
Ultimately, it doesn't matter if you have a large list if no one opens your newsletter! Today, more than ever, engagement matters more than your list size.
One last piece of advice - Don't be afraid to change and mold your newsletter over time as you discover what your readers like and don't like. Your goal is to serve them, not just to ask them to buy your book.
ACTION STEP: Take a look at your last three newsletters. Would a new reader have a reason to open the next one?
2. Be Easy to Follow
This comes down to practicality. Once someone discovers you, don't make them work to join your list. Make sure it's easy and clear how to sign up. Here are a few places to add your signup:
- Website - every page! Add it to your footer.
- Author Bio
- Social Media Links
- Email Signature
- Back matter in books
- Bookmarks/business cards (QR Codes are great here!)
- Speaking events (Again - put your QR code on the screen!)
- Anywhere readers regularly encounter you.
When you have the space, don't just say "Subscribe to my newsletter." Give them a reason to sign up. If you have a lead magnet, mention it here!
For Example - Join my newsletter to be the FIRST to hear any new book news, behind-the-scenes updates, recommendations, and what's coming next.
Don't just suggest they sign up - tell them why they should!
AND—don't make readers go on a scavenger hunt to figure out how to stay connected with you. Make it clear where to subscribe! Any extra steps will lose potential subscribers along the way.
ACTION STEP: Search your name online and visit your website as if you're a brand-new reader. How many clicks does it take to find your newsletter signup?
3. Be Somewhere New Readers Can Find You
Once your newsletter is worth reading and easy to find, it's time for growth! The question here is, "Where do people encounter me?" Readers can't sign up if they don't know you exist, so figure out where they're already spending time.
Here are a few places they might be hanging out:
- Listening - Podcasts & Guest Interviews
- Attending - Conferences & Book Clubs
- Reading - Anthologies, Short-Story Publications, Magazines, Contest Winners
Sometimes the best way to grow your newsletter is to put your writing in front of more readers. If someone reads your work and loves it, they'll go looking for more. But first, they have to find you!
It can be as simple as:
- They read your work.
- They like it.
- They follow you.
That idea of introducing readers to new authors is one of the reasons I created The Wandering Words, a short-story subscription that arrives in readers' mailboxes every month. (Remember the joy of walking to the mailbox and finding something other than bills? We're bringing that back!)
Each letter includes three short stories: one from an author readers already know and love, one from an up-and-coming author, and one from a pre-published writer who won our Inkling contest. Every story includes a QR code linking to the author's page, where readers can learn more about the writer and sign up for their newsletter.
For readers, it's a chance to discover someone new without committing to a whole novel. For authors, it puts your writing directly into the hands of people who love stories and are actively looking for new voices.
A reader may not sign up for your newsletter because they saw your name on social media. But if they read your story, love your voice, and want more? Now you've given them a reason to find you!
Showing up in a reader's world isn't as hard as it seems. It just might mean trying a few paths off the beaten one.
ACTION STEP: List three places your ideal readers already spend time. Which one could you show up in this year?
Newsletter Growth Doesn't Have to Be Complicated
- Be worth finding.
- Be easy to follow.
- Be somewhere new readers can find you.
The goal of a newsletter isn't simply to collect email addresses. If that were all we needed, we could just buy a list! The goal is to meet readers, build real relationships, and give them an easy way to stay connected to your writing. (And hopefully buy your books!)
Sometimes that starts with a signup form or a reader magnet. Sometimes it starts with a short story.
If you're looking for a new place to put your stories in front of readers, I'd love for you to consider The Wandering Words. We're actively looking for authors to contribute short stories, and our Inkling contest for pre-published writers opens soon. Sign up for The Wandering Words newsletter HERE to be the first to know when submissions open and hear the latest news.
(Did you catch how I slipped a newsletter signup, and a reason to join, right into this article? Now it's your turn! Which stage are you working on right now? Let me know in the comments!)
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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