A few months ago I touched on the importance of having an author newsletter (high open rates, boosting fan loyalty, and encouraging readers to follow you from one book to your next) and a few strategies for gaining newsletter subscribers in the blog post “Growing Your Author Newsletter Subscriber List.” Another question my clients often ask is what exactly they should put in these newsletters.
Many authors begin their newsletters with an essay. Depending on the content, these essays can serve many purposes–to give potential readers a taste of your writing, to make someone want to read your book, to teach your audience, to entertain your audience, to connect with your readers, to allow your audience to get to know you as a person, etc. Use the following list to trigger essay ideas:
- Your writing journey
- Your publishing journey
- Real people related to your book
- Other books like yours that you recommend
- Real places related to your book
- The inspiration behind your book
- A theme related to your book
- Linking something in current events to your book
- Stories about researching your book
- Stories around your literary travels (research, events, literary tourism)
- Lessons in writing your learned
- Lessons in publishing you learned
- Lessons in marketing you learned
- Interview a character
- Why you write
Beyond the essay, you can include links to interviews you did (as the host or guest), polls, surveys, quizzes, book reviews (about your book or written by you about other books), panels you were on, guest posts you wrote, awards, links to your own blog, podcast, etc., book club resources, and upcoming events. Consider also including space in your newsletter to shine a light on others–other books, other authors, events, literary organizations, literary nonprofits, etc. Remember that readers love giveaways. Keep readers opening your newsletter by frequently offering free gifts–think books, book swag, short stories, playlists, and exclusive content. Giveaways can be made especially fun by incorporating contests, games, and reading challenges. For an example of a reading challenge, check out this Bingo Game offered by Bookish Road Trip. Anytime you make a new lead magnet to gain new subscribers, be sure to gift it to your current subscribers as well.
Speaking of newsletters with great content, did you know that Bookish Road Trip has a newsletter for authors and publicists? Inside “All Aboard,” we share opportunities to market your book through Bookish Road Trip and also content related to writing and marketing books! You can sign up here. I also invite you to join my book marketing newsletter “Nuts and Bolts” for monthly book marketing tips straight to your inbox. Sign up now and get a free book launch timeline.
