The Power of Author Newsletters (and Examples to Inspire You)

You’re probably familiar with author newsletters, and likely even subscribe to some. But have you ever considered starting your own? While it may seem daunting at first, creating an author newsletter is one of the most effective ways to connect with your audience and build reader loyalty. Think about it. Where else do you have a direct line to readers where you can share and engage on a personal level? Unlike social media, where algorithms control your connection to your audience, with author newsletters, you are in charge of when and how you interact with your fans. More than just a marketing tool, author newsletters are a unique and powerful way to establish an authentic relationship with your audience. Plus, they help enhance your author brand and build reader trust. And if they happen to drive book sales along the way, consider it a cherry on top. 

Ready to learn how to create an author newsletter? Let’s dive in! We promise, it’s easier than you think.

   

How to Create an Author Newsletter

The Logistics

Step 1: Start by selecting an email service provider (ESP). There are many options to choose from, including Constant Contact, MailChimp, MailerLite, and more. Consider cost, functionality, and ease of use when deciding which platform to go with.

Step 2: Design an email signup form for your website. There are usually tools for this included with your ESP. You’ll want to entice people to subscribe by offering an incentive, such as a free download or a discount on an upcoming book release. Only require the minimum information necessary (email address and an optional first name) to make signing up as easy as possible. It’s important to note that you should always obtain explicit permission when adding someone to your email list, and, if possible, you should implement a double opt-in system to confirm subscriber interest.

Step 3: Create a landing page on your website for new subscribers. This is where you will host your free offer, as well as post an introductory message and any special bonus content that you think would be welcoming for new fans.

Step 4: Build a welcome email. Many ESPs will have templates set up for this, but a welcome email generally includes a branded header, a brief introduction of you and your work, information on what readers can expect from the newsletter, and links to your author website and social media channels. Remember that this is often the first impression readers will have of you, so make it count! Be personable and authentic, and make sure the reader knows what’s in it for them. 

  

The Content

Now that you have things set up for your author newsletter, it’s time to figure out what to write about. Author newsletter ideas can run the gamut from personal stories and updates on your writing projects to Q&As, writing advice, and more. While your author newsletter is your chance to experiment and write about what’s important to you, the best author newsletters combine a few common elements: a clean and easy-to-read format, exclusive and newsworthy content, and personal author anecdotes.

Here’s what you need to know to get started:

Establish a Sending Schedule

One of the most important things to determine is when to send your author newsletter out. Be realistic about how often you will be able to consistently produce a newsletter. If you’re brand new to the newsletter game, it might be best to start with a monthly cadence and work your way to a weekly schedule. The length of your newsletter may also come into play; if you send a shorter newsletter, you may be able to publish more frequently, but if you prefer a longer format, you may want to mail monthly. The most important thing is that your schedule is sustainable and you don’t leave your subscribers hanging. 

Consistent Formatting is Key

Your ESP should have pre-set templates to choose from. Use these as a starting point and determine which one best suits your needs based on the content you plan to publish. Some authors find it helpful to outline their newsletter in advance to see the overall framework. For example, if you plan to include a book promotion highlight, a personal update spotlight, and a Q&A section in every issue, mapping that out ahead of time into templated slots will help with your overall newsletter planning and organization.

Topics Ideas (With Author Newsletter Examples)

You may be wondering what you should write about week after week in your author newsletter. It all comes down to what will engage your audience. The best author newsletters strike a balance between sharing useful information, exclusive content, and building personal relationships between authors and their fans. With this in mind, here are some author newsletter ideas and author newsletter examples to help get you started:

• Share writing project updates & book news (be sure to include pre-order links and discounts, when possible!)
  Example: Author Heather C. Leigh does a great job of highlighting her upcoming releases front and center in her newsletter, along with prominent call-to-action buttons to pre-order her book and follow her on Goodreads:

   

• Share personal stories (including milestones, success stories, what inspired you to write, etc.)
  Example: In this newsletter from Dyan Chick, we get a glimpse into the author’s past with National Novel Writing Month, a relatable experience for many aspiring writers. Plus, Chick gives an update on their current writing projects:

• Offer exclusive content (such as bonus chapters, deleted scenes, sneak peeks, etc.) 
• Offer writing tips and advice for readers
• Run newsletter-exclusive contests and giveaways 
  Example: In his newsletter, author Raffael Lyon asks readers for book reviews in exchange for a free, early release copy: 

• Offer book recommendations or talk about what you’re currently reading
• Share content from a fellow author as part of a newsletter swap  

   

There’s no limit to the topics you can write about in your author newsletter, so have fun and get creative! After all, this is your space to talk with your fans and build your reader community.

Want to explore more ways to promote your work and connect with fans?

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