How to Create a Newsletter Fans Can't Wait to Read

As an avid reader, I follow the authors I love to read, and as an author myself, I also support other authors, as I wish to be supported. That means a couple of dozen author newsletters hit my inbox several times a month, and I more often than not read every one.

Not only are these newsletters a great way for me to feel like I personally know the author, but I get to take advantage of giveaways and special offers, on top of receiving alerts to release dates, special appearances, and so much more. Also, as an indie author, checking out these authors’ newsletters has been a great learning experience.

I started that learning process by asking myself: What keeps me clicking “open” when that newsletter hits my inbox, and what prompts me to hit “unsubscribe” or simply “delete”?

The only issue that has prompted me to hit “unsubscribe” thus far has come when several authors I previously subscribed to hit my inbox several times a week with nothing particularly “news-worthy” to share. That got annoying quickly, and when I got tired of having to hit “delete,” I knew it was time to unsubscribe. So, while being consistent as many suggest is important, being considerate means just as much.

I subscribe to newsletters from a number of traditionally published, well-known, best-selling authors and only receive newsletters from them several times a year. That is by no means frequent while still being consistent. Do I forget about these authors in between their newsletters? Not at all. And I especially look forward to seeing one in my inbox because I know it means they’ve got “news” for me.

The majority of indie authors I subscribe to send an average of one newsletter a month, sometimes two, depending on what’s going on in their publishing lives. I assume this frequency is due to the advice of being consistent and a fear of being forgotten, because not every newsletter contains something particularly “news-worthy.”

What they do right, and why I continue to subscribe, is that even if they have no special offer and no announcement, they connect to the reader by getting personal.

Your newsletters should be informal, friendly and fun. Creating a distinctive voice may take a little time, but if you can do it with your storytelling, you can certainly translate that unique voice to your newsletters with a little effort. Just remember to be authentically you.

One particular author I follow has a character who appears only in her newsletters, and that character loves to gossip about the characters in her books. It’s always hilarious!

Then there is another author who sends a short newsletter every Friday without fail. She writes mature romance filled with humor, and every Friday, I get a quick, personal and funny story to lift my day. It takes just five minutes or less of my time to open and read, and be honest, when can we not use a laugh? These personal tidbits tell us so much about the author behind the stories she writes, and if you’re not already a fan of hers, I imagine many who enjoy her newsletters quickly become one.

What’s constant in every one of those newsletters is that each author has something to say that I want to hear. It could be a giveaway or a special offer, an announcement of a book signing or special appearance, or maybe a cover reveal, or a release date and/or pre-order for their next novel. Or maybe they’re keeping me up on what they’re working on now, building up my interest and anticipation, while tossing in a few recommendations of other books in the same genre from authors that might interest me. (That’s cross-promoting!)

While a reader magnet (a free piece of content that authors offer to potential readers in exchange for their email addresses) is meant to prompt a reader to subscribe, offering a quick read, such as my Friday treat mentioned above, is a great way to keep loyal fans and potential ones consistently clicking “open” for more.

Those quick reads could be a short story featuring characters from your back list, a sample chapter of what’s coming soon, a personal story, or perhaps some new swag just added to your store (if you have one).

Remember to interact with your subscribers, too. The point of a newsletter is to entice subscribers to open your newsletter, read it, and engage with your content. Ask them questions, and be sure to respond to those who reply personally. Not only do fans appreciate an author who takes the time to personally interact with them, but it’s also a great way for authors to learn what those who read their newsletters like and what they want more of.

Build hype toward your next book launch by teasing opening lines or maybe a short scene that doesn’t give too much away, yet teases and entices what’s to come. Share character facts and tropes for that upcoming storyline and get fans excited for your cover reveal and release date.

Always remember that you’re not just selling your books, you’re also selling yourself. There’s no limit to what you can do to generate interest in your next book, as well as your back list, but with your newsletters, you want to keep in mind that readers are focusing just as much on you.

Whatever you choose to include in your newsletters, remember to always think about it from your readers’ perspective. They voluntarily signed up to hear from you, so keep your emails short. And please don’t abuse their trust by emailing them too often or sending a newsletter that doesn’t contain “news” or interest.

Make sure every newsletter, just like every chapter in your books, offers the readers something new, something interesting, something that makes them glad they clicked “open.”

Keep doing that and so will they.