Author Newsletters ~ A Love/Hate Relationship

by Michelle Griep @MichelleGriep

Recently I attended a writing day with some authorly type buddies of mine. These are the big kids. The ones who've zipped around the writerly block on their scooters a time or two -- without skinning their knees. Honestly, I just try to keep my mouth shut so drool doesn't leak out at the corners.

Anyway, the topic of author newsletters came up. They all have one. Every last one . . . except for moi. Talk about peer pressure.

So, I voiced my biggest concern, that hey, who really needs one more stupid piece of spam filling their inbox? But here's the deal . . . apparently when people sign up for a newsletter, they actually want the dang thing. Go figure.

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Staying in Touch with Readers: Newsletters, Part Three

By Linore Rose Burkard

In Part One of this series we discussed the benefits of offering a newsletter to readers. In Part Two, the content you might include in one. 

This post deals with two additional common questions about author newsletters:

• How do I build a subscriber list? and,
• What email service should I use?

Getting Started  

Everyone has to start from scratch. Don't be discouraged if you've neglected this component of your online presence; it's never too late to begin (and rarely too early) whether you've got numerous books out there or aren't yet published. Either way, if you have no list yet, once you've decided on content (which you did by reading part two of this series, right?) the next step is choosing a service provider.

Service Providers

The good news: Nearly all  email management providers are free until your list reaches about 2,000 subscribers. That gives you time to hone your skills while growing a list without spending a dime. Some commonly used services are MailChimp, MadMimi, and ConstantContact. You can find other providers by paying attention to your inbox. You are undoubtedly on many mailing lists yourself--take a look at the bottom of the emails you like the look of, and see what other people are using. Compare prices for when your list is big enough to warrant a paid subscription. You don't want to have to switch providers later. (Yes, it can be done; but not without hiccups. In my case, when I tried to switch my providers, I discovered my current service would stop supporting the numerous images I include in my newsletters. Since I keep an archive, that was a drawback for me.)  

Building the List     

Once you choose a provider, you'll have the means of sending email to a list. So now you need people to send to. It is perfectly fine to ask friends and family to subcribe to your list to help get it started. But then you need to extend your reach. The time-honored method of doing this is to offer potential subscribers something in return for their email. You've given out your email to numerous people because they've offered you something free in return, right? Most often it is an information product, a how-to, an exclusive report, etc. Now it's your turn. Create a PDF that you can offer as a perpetual freebie for new subscribers. The key is to offer something that interests your readers, entices their curiosity, promises to solve a problem, or will help them in some way. 

But I'm Just An Author

But I'm just an author, you say, I can't solve anyone's problems or offer exclusive content. But you can! Offer an original short story, a chapter of a book you've written, or, (as I currently do) an Epilogue to a book that isn't in the book. This helps me capture emails from readers who buy my book from Amazon--readers I have no way of knowing about until they subscribe to get the epilogue.

If you have no original content at the moment, share a collection of work from the public domain, a time-saving list ("Top Ten Links to Find Free Books"), a "Best Of" list, etc. This method works beautifully for non-fiction authors; they can put together a report or "How-To" based on the content of their book. Fiction authors can find ways to do something similar. For instance, I have free PDFs that I've offered in the past based on the era of my historical fiction. 

Opportunities

If free content still seems difficult for you, try encouraging sign-ups to your list by offering a unique opportunity such as a chance to win something. People love to win things and you'll win new subscribers. This works well if you have a book to offer, but it can be someone else's book, or any other prize your readers might want. 

Now What?      

Once you decide what to offer and make it a PDF, your service provider allows you to upload it and  include a link to it in an automated message to subscribers. Your work there is done. From time to time, you may wish to change your free offer. (Some freebie offers work better than others.) You can even choose to offer more than one incentive, say, two PDFs, or a podcast, or private video. But once the offer is in place, your job switches to promoting it. A great offer is wonderful but only if people know about it. (The beauty of putting it in the back pages of a book is that it stays there for readers as long as your book is in print or available as an ebook.) 

Final Word: Don't Spam!

Whenever possible, have people subscribe via the sign up form your email service provides. You place the code for the form on your website (or other landing page) and direct people to it so they can subscribe themselves, usually via a double opt-in procedure. The service captures their IP address and thereby protects you from being charged with spamming. If you subscribe people yourself, be very sure you have their permission. 

So--now you have the wherewithal to get started. Review Part One and Two of this series, choose a service, grow a list, and soon you'll have a solid plank in that elusive author platform that agents and publishers are always looking for from writers!  

Linore Rose Burkard writes Inspirational Romance and, as L.R.Burkard, YA/Apocalyptic Suspense. If you're in or near the Dayton/Cincinnati Ohio area, join Linore  and a great line-up of authors and presenters at the WRITE ON! Christian Writers' Conference later this month. For full details and registration click HERE.

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Staying in Touch with Readers: Newsletters, Part Two

by Linore Rose Burkard

Last month we looked at Author Newsletters, discussing the why and wherefore. This month we'll look at the what (what content to include) and next month the how (how to get one started).

What Do I Put in A Newsletter?
Your audience has subscribed to your list because they've read a book you've written or are considering reading one. You've caught their interest as a writer. Therefore, the first order of business is giving them book news. No new releases right now? Give an update on progress of your next book. New contracts, a stellar review, an article related to your book--it all fits.

Other Content Ideas:

• You're a writer! Share some new writing. 
• Be sure to include a copyright notice (the little symbol will do) if it's something you plan on using in a book someday.  
• A Calendar. If you're actively doing speaking engagements, or have any upcoming author-related events, share them with your fans.
• Make sure to tell them they're the first to know!
• What made you write that book, or is motivating your next one?  
• A good back story can be the catalyst that makes a reader purchase a book.
• See a current headline that dovetails with content from your book? Share the link.  
• Example: When a sizable solar flare hit, I shared a link to that story since my YA, PULSE, deals with a catastrophic solar flare that takes down the electric grid of the nation.  
• Other books in your genre catch your eye? Your audience will be interested. 
• Share direct links to Amazon. (This is a nice way to support fellow authors, too.)
• What do you know about your audience? Share content that appeals to them. Non-fiction authors have a far easier time doing this, but even fiction writers can find areas of interest in their book. 
• Example: My regency romances take place in the Jane Austen era. So, I often include links to JA news and events for readers of that genre.  
• For fans of my YA Pulse Effex Series, I share articles related to disaster preparedness and homesteading.   
• Do you have a blog or write for one? Share links to those posts.
• Spirituality: I often have something related to Christianity, whether a poem, a meaty quote, a short devotion, or book recommendation.
• Reviews: Not only for your book, but ones you write for other books. Include purchase links to the books you review.   
• Have you written non-fiction articles about something that ties to your books? Run it in the newsletter. 
• Example: I've written dozens of articles about life during the Regency. After using them as the main article of a newsletter, I often package them into illustrated PDFs and re-use them as perpetual freebies on my website.  Freebies are important, because your newsletter has to answer one question for your subscriber--even the subject line that lands in their inbox should strive to answer this all-important question; namely:  

What's In It for Them?

One pitfall to avoid is having your newsletter be all about you and your book(s). Such content gets tired quickly. Everyone who opens your email is asking on some level,  What's in it for me? So make sure there is something in it for them. How? Run a giveaway, give them chances to win a free book or other neat prizes. If you don't have a current contest or giveaway, find someone who does (in your niche or genre) and share news of that.

Better yet, get in the habit of creating little free PDFs they can download.
In the past, I've offered free PDFs such as:

One of my free PDFs

• Jane Austen-related word searches
• Historical costume articles, richly illustrated
• Short accounts from 19th century sources in the public domain, such as, "Extraordinary Escape of an American Traveller." (sic)
• Recipes for a Regency Tea.
• The Prayers of Jane Austen   
• Myths and Mysteries of the Regency
• the possibilities are limited only by your imagination!

Reader Engagement

Free PDFs increase reader engagement. And if you can increase reader engagement, you'll grow loyal readers who can't wait to open your newsletters. 

For my regency fans, I used to run a monthly "Jane Contest." I'd choose a quotation from one of Jane's books (or even her letters) and ask readers to identify the character speaking. All correct answers went in a drawing for a free book, or other prize. (Janeites adored this contest.) Anything that gets readers clicking a link, answering a question, entering a drawing, etc. will up your engagement level.  Using polls and asking for feedback on a book's title or cover are more ways to increase engagement.

Perpetual Content

Somewhere in the newsletter should be links that stay permanently. Your website link, your Amazon book page, facebook fan page, twitter profile, even your Pinterest boards, if they can tie to your writing. For new subscribers who haven't yet read your work, keep a thumbnail of your titles with links to purchase. One of my favorite perpetuals? A "share this newsletter" button!

In Closing:

Some people may read your newsletter because they're interested in you. But most readers are far more interested in the What's in it for me? question.

Don't forget to answer it.

I won't tell you how often to send your newsletter. Opinions vary widely on that, and it all depends on what your goals are. But since most authors are busy people, once a month is probably often enough to help readers remember you and to share whatever's new.

Finally, people who read newsletters are, well, readers. Keep it interesting, offer a variety of content, and you'll keep subscribers happy, engaged, and coming back for more. When at long last you  announce a new release, your subscribers will include many who feel they know you, and are eager to get that next title.

Next Month: HOW to start that newsletter and mailing list. 


Linore Rose Burkard wrote a trilogy of genuine regency romances for the Christian market before there were any regencies for the Christian market. Published with Harvest House, her books opened up the genre for the CBA. She also writes YA Suspense/Apocalyptic fiction as L.R. Burkard. Married with five children, she home-schools her youngest daughter, preferably with coffee in one hand and an iPad in the other. Her latest  PULSE EFFEX SERIES, takes readers into a "chilling possible future for America."

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Staying in Touch with Readers: A Word About Newsletters

I've been doing a newsletter for my readers for years and have seen many, many writers and authors ask such things as:

• Do I need to do a newsletter?
• Why is it important?
• What would I put in it?
• How do I do it?

Each of these topics could easily fill a post, so I'll answer two in this post and two next month. But don't take my advice as gospel truth, or the whole truth--I can only share what I've learned and I certainly haven't learned everything; moreover, some authors might be so dang successful (or have  additional experience) that, for them, it precludes the need or desire to have a newsletter. Most authors can benefit from offering one, however, and it is to them I address the following.

Do I Need a Newsletter?

If you want to keep in touch with readers in a way that Facebook, Twitter, Instagram  and other social media aren't conducive to, yes. In other words, if you want to reliably share more with readers than what you can fit into a short post, a Tweet, or other interfaces. (Blogs can fit more and, in some cases, may substitute for a newsletter, but they have one major drawback, which I'll address in a moment.)

Why Is It Important?

None of us control Facebook and Twitter. They could choose to erase your account (it has happened to some!) have a glitch and lose your "following," or decide one day not to allow fan pages--who knows? Even more to the point, you can't message all your Facebook contacts at once, and if you're smart you wouldn't  want to. Most "friends" aren't your target audience.  Even those who join your fan page may not ever see your latest post.  Facebook isn't set up to help you reach the masses. (Advertising is different.)

The same is true for Twitter followers. Don't spend enormous amounts of energy trying to grow a following. Twitter has its place in a good marketing plan, but most followers are not targeted. Like Facebook, most of them aren't particularly interested in your books or what you have to say. When you send a marketing tweet out there, it's like casting a line into the ocean. Sure, you might snag a fish or two--I've done it. But it's a heck of a lot easier to get bites in a pond you've stocked yourself. Essentially, your mailing list is a stocked pond.  (Hash tags try to get your Tweet into Twitter's stocked pond, but it's still ocean-sized.)  

I have a blog. Isn't that good enough?

An example from one of my past issues.

You just can't fit all this stuff in a post.

(Don't worry--I like things pretty,

but your newsletter can be single column, text only!)

 Blogs are great to reach more people, but here's the drawback for authors. Like with FB and Twitter, you don't control the platform. You can't see who your readers are; you can't reach them individually or set them up into sub-groups (such as, Influencers, Launch Team, etc.).

When you have your own mailing list, you can see who is subscribed. You can send to all of them or to any sub-set of them whenever you need to. You can tailor your content to include much more than what is appropriate for a single blog post, too. Finally, (and this may be available on some blog platforms) you can track every click each mailing gets. Want to know how many took you up on your free offer? Any good  service provider will track that. How many clicked through to your book page on Amazon? It's in the stats. You can even see who opened your mailing--and who didn't.

All of that information is helpful. It teaches you what works, and what doesn't.

There are strong reasons to be involved in Facebook, on Twitter and other social media. Each "tool" in your marketing plan has its use. But having your own mailing list is something that stays with you over time--no one else can shut it down but you. Another key difference is that everyone on your list has given you permission to contact them. You're not just throwing  a line into the ocean. To put it another way, social media works best as a "one-to-one" reach, whereas a mailing list is a mass strategy.

Next month: What Would I Put in a Newsletter? And, How Do I Do It?

Post Scriptum for those interested: My newsletter archive isn't complete, but you can see actual examples of past illustrated issues HERE--without subscribing.  

Linore Rose Burkard wrote a trilogy of genuine regency romances for the Christian market before there were any regencies for the Christian market. Published with Harvest House, her books opened up the genre for the CBA. She also writes YA Suspense/Apocalyptic fiction as L.R. Burkard. Married with five children, she home-schools her youngest daughter, preferably with coffee in one hand and iPad in the other. Her latest  PULSE EFFEX SERIES, takes readers into a "chilling possible future for America."

    

   

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