If you work with me, you’ll have to suffer through me constantly reminding you that an email list is the only bank of followers that you really own. Social media could go away tomorrow. Your account could be hacked or reported – but your email list is yours and the Meta gods can’t take it away. That’s why a well-crafted author newsletter is more than just a communication tool; it can be the cornerstone of your marketing strategy. When nurtured and cultivated, it can become a powerful asset, fostering a loyal and engaged readership. So let’s look at what makes an engaging author newsletter:
1. Define Your Newsletter’s Purpose:
Before you begin crafting your newsletter, the best way to make sure it stays on track and does its job, is to define its purpose. What do you want to achieve with it? Are you aiming to:
- Promote your latest book or series?
- Share exclusive content or behind-the-scenes glimpses?
- Provide valuable insights or resources related to your genre or writing process?
A clear purpose will guide the content and tone of your newsletter and keep it on track when you can’t think of what to write!
2. Curate High-Quality Content:
Your newsletter’s success hinges on the quality of its content. Offer your readers something they can’t find elsewhere. This might include:
- Exclusive excerpts or chapters
- Behind-the-scenes stories or anecdotes
- Interviews with other authors or industry experts
- Thought-provoking articles or essays
- Writing tips or advice
If you don’t provide value, your readers with unsubscribe, so keep your focus and your readers will keep coming back for more.
3. Build a Strong Relationship:
A newsletter is a personal connection between you and your readers. To foster a loyal readership, prioritise building a strong relationship. This involves:
- Responding to comments and questions
- Personalising your messages
- Sharing your journey as an author
- Offering exclusive benefits or perks
By investing time and effort into building relationships, you’ll create a community of dedicated fans who are eager to support your work.
4. Optimise for Deliverability:
Ensure your newsletter reaches your subscribers by optimising for deliverability. This involves:
- Using a reputable email marketing service
- Maintaining a clean email list
- Avoiding spam triggers
- Testing your newsletter’s design and content
Fancy, image heavy newsletters and very clever subject lines might seem like the right way to go, but you need to prioritise your emails getting to people, and minimise the risk of your emails being marked as spam.
5. Measure and Analyse Your Results:
To track the effectiveness of your newsletter, it’s essential to measure and analyse your results. Pay attention to metrics such as:
- Open rates
- Click-through rates
- Unsubscribes
- Engagement metrics (e.g., shares, comments)
By analysing this data after every campaign, you can identify areas for improvement and refine your strategy.
Final bonus point – consistency is key. Regularly sending out high-quality content will help you establish your newsletter as a valuable resource for your audience.
Need more support? Get in touch and see how I can support you on your author journey.
