Welcome to another Thursday Thoughts. The chances are, if you have been an author for a while and have been finding ways to build your reader base then you have probably already learned the Top Secret Authors Use to Connect Deeply with Their Readers! It's a two step process.
Start a mailing list
Send regular newsletters
That's it - the secret. Write regular newsletters and Connect.
Now it took me a while to start my mailing list and to become consistent with it. But did you know newsletters are one of the best ways for authors to build and maintain a personal connection with their readers. Here are some actionable newsletter tips to help you craft engaging content and grow your readership:
1. Create Valuable, Reader-Centric Content
When it comes to newsletters, the key is to offer value. Avoid making every email purely about selling your book. Instead, focus on giving readers a reason to open and enjoy your newsletters.
- Behind-the-Scenes Glimpses: Share exclusive content about your writing process, insights into character development, or fun facts about your world-building.
- Bonus Material: Offer snippets of unpublished chapters, character sketches, or short stories that add value to your main work.
- Personal Touches: Share updates about your life, challenges, or what books you're reading. This helps your readers relate to you on a personal level.
- Exclusive Deals: Reward your loyal subscribers with early bird discounts, special editions, or even giveaways.
2. Consistency is Key
While you don’t need to send a newsletter daily or even weekly, it’s important to be consistent with your schedule. Whether it’s monthly or bi-weekly, stick to a routine so your subscribers know what to expect.
- Choose a Frequency: Find a frequency that works for you and your content. Over-promising and under-delivering is worse than sending less frequent, high-quality content.
- Recurring Themes: Having recurring sections in your newsletter, like “Book Recommendation of the Month” or “Writing Tip Tuesday,” can help build familiarity.
3. Engage Your Audience with Calls to Action (CTAs)
Engagement is the goal. Include CTAs that invite readers to interact with you.
- Polls and Surveys: Ask your readers for input on future book ideas, cover designs, or their favourite character.
- Questions: Ask a direct question in each newsletter to encourage replies. For instance, “What books are you reading right now?” or “What’s your favourite part of my last novel?”
- Reader Spotlights: Feature your readers in a segment where they share their favourite moments from your books or fan art.
4. Build Your Mailing List Naturally
Growing your newsletter list is important, but it’s essential that you attract readers who are genuinely interested in your work.
- Offer a Freebie: Give away a free short story, bonus chapter, or character artwork in exchange for signing up. Readers are more likely to subscribe if they get something of value right away.
- Collaborations: Partner with other authors in your genre to do newsletter swaps or giveaways, where you both introduce each other’s books to your mailing lists.
- Promote on Social Media: Regularly remind your social media followers about your newsletter and the benefits of signing up. A link in your bio or posts with clear CTAs can drive more traffic.
5. Use Eye-Catching Subject Lines
Your subject line is the first thing your readers see in their inbox, so make sure it grabs their attention.
- Be Clear and Intriguing: Avoid vague or clickbait-y subject lines. Instead, offer something intriguing like “5 Things You Didn’t Know About [Character Name]” or “Exclusive Sneak Peek at My Next Novel.”
- Test Subject Lines: If you’re unsure what works best, try A/B testing different subject lines to see which resonates with your audience.
6. Segment Your Audience
As your mailing list grows, consider segmenting your subscribers to send more personalized emails. You might have:
- New Subscribers: Welcome them with a special introduction and offer them a sneak peek at what’s to come.
- Engaged Readers: Send tailored updates to those who open every email, giving them even more exclusive content.
- Inactive Subscribers: Re-engage inactive readers by offering something special, like a discount or a behind-the-scenes look at your upcoming book.
7. Track Your Metrics
To improve your newsletter’s performance over time, keep an eye on your metrics.
- Open Rates: See how many people are opening your emails. If it’s low, consider testing different subject lines or experimenting with your content.
- Click-Through Rates: Pay attention to how many subscribers are clicking the links inside your emails. This will show you how engaging your content and CTAs are.
- Unsubscribe Rates: If people are unsubscribing in large numbers, re-evaluate the frequency, content type, or length of your emails.
8. Use an Author-Friendly Platform
Choose a newsletter platform that’s intuitive and designed to meet your needs as an author. Some popular options include:
- Mailchimp: Offers a free plan and a user-friendly interface for creating visually appealing newsletters.
- MailerLite: This is the one I use! Known for its simplicity, affordability, and effective tools for creating automated email series.
- ConvertKit: Especially popular among authors and creators, it provides excellent tools for segmentation, automation, and list building.
9. Automate Where You Can
To save time, set up automated email sequences for new subscribers. For example, a welcome series might include:
- A welcome email with a personal introduction and your freebie.
- A follow-up email about a week later, offering insight into your latest book.
- An email a few weeks later inviting them to follow you on social media or check out more of your work.
Automation ensures that your list grows and gets nurtured even when you’re busy writing.
10. Experiment with Content Types
While written content is the bread and butter of newsletters, don’t be afraid to experiment with other media:
- Video: Send a quick video message to your readers updating them on your current project.
- Audio: Offer a snippet from your audiobook, or even record yourself reading the first chapter of your new novel.
- Interactive Elements: Incorporate polls, quizzes, or book-related trivia to make your newsletters more engaging.
Bonus Tip: Build Anticipation for New Releases
When you’re gearing up for a new release, use your newsletter to build excitement gradually:
1. Start with a cover reveal.
2. Share teasers or snippets from the book over a few weeks.
3. Provide pre-order details to make sure readers are ready to grab it when it’s available.
4. Offer early access to your most engaged readers, or give away a few signed copies.
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Conclusion: Let Your Personality Shine
Ultimately, your newsletter should reflect your unique voice and personality as an author. Don’t worry about being overly formal—your readers want to feel like they’re having a conversation with you. By providing value, staying consistent, and fostering engagement, you can turn your newsletter into one of the most powerful tools in your author marketing toolkit.
What newsletter strategies have worked for you as an author? Let me know your thoughts in the comments!
In case you found this post in a random way and don’t know me, Hello, my name is Fran and I’m an author. Discover more about me personally and my women's historical and contemporary fiction novels when you join my readers' community! Click on the link below to receive a free short story along with a monthly newsletter filled with exciting updates and exclusive content.
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