So you probably know you need to start your author newsletter, but what are you supposed to put in the email?
As we know, one of the most important goals of sending a regular newsletter is to form a stronger relationship with your readers.
You want your emails to make them feel as if you're their friend, so when it comes time for a new release, they can't wait to buy what you're selling!
Start with a greeting and message
Regardless of how often you send emails, always say hello! You can also use your email tool to add the recipient's name, so always collect their first name when they sign up. It will make the email feel more personal and friendly.
Your message should be short and sweet, summing up the newsletter and anything else exciting that you didn't include in the body.
You want your reader to be able to access everything easily from the email, so make it extra easy to direct them towards buying from you.
If you've read one of my newsletters, you know it has links throughout that lead back to my website. This is because the more chances there are that someone visits my site, the more likely they are to see my services and shop.
Don't just link to your homepage or Amazon book page, though. Give people a reason to click by leading them to helpful content such as blog posts or social media content. I always add all my blog posts for the month, plus some highlighted Instagram posts, in case anyone missed them.
Be honest with your subscribers. Are you struggling with a scene or character? Did you get inspiration from a specific place this week? These are things your readers will love to hear about, which will establish your relationship with them.
You want fans to be getting excited about your upcoming books before you've even thought of them. Including regular updates on your process and progress will keep readers remembering your name. They'll know to be ready to buy when your books come out.
As your loyal fans, keep rewarding your subscribers by giving them exclusive updates and first-access to freebies, events, and content.
I won't go too in-depth into design, but it's important that your email marketing has the same branding as your other channels. MailerLite released this article with some great examples of author newsletters, though I think many of them could be modernised to look more professional.
Make sure to create a design template you can use for every email so you don't have to remake it every time!
Anything else you want to share
This isn't to say spam your subscribers with your every literary thought, but that you shouldn't be afraid to include things that interest you. Did you read a book that you loved and want to share with your fans? Did you learn something new about writing?
Just make sure this information will also be interesting to your readers, and don't send out too many emails with tidbits of information. It's best to send fewer strong, engaging emails, than many short and useless ones.
I prefer to send newsletters monthly, but you might find weekly or fortnightly works better for you. The main concern is staying out of the spam folder.
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