From Utopia To the American Dream is a collaboration between John Czingula and Mark Graham Communications.
As mentioned last month when we discussed using social media for book promotion, it’s important to note the fluctuating nature of social media platforms. While social media provides ample opportunity for connection, these ever-evolving platforms are subject to change without notice.
In contrast, an email newsletter that you send directly to your own subscribers cannot be modified or deleted by the whims of a corporation. Your email newsletter is controlled only by you and any limitations of the platform you use for creating it.
An email newsletter has several key advantages:
- Direct contact. Unlike social media posts, which many of your followers might never see, your newsletter arrives directly in subscribers’ inboxes. If a subscriber infrequently opens your emailed newsletters, their email provider might begin sorting them into the subscriber’s “promotions” folder rather than their inbox. You can minimize this by ensuring your content is engaging and relevant, leading to a higher open rate.
- List ownership. Your subscriber list can only be decreased by subscribers themselves (if they choose to unsubscribe) or by you (for example, you might periodically remove subscribers who have never opened any of your emails). As a precaution, regularly download your list from your newsletter platform and store it securely.
- Style and content relevance. You create your newsletter content, and thus you control its relevance. You might choose a theme for each newsletter and include several short pieces related to that theme. Or you could provide subscribers with advice and insights related to your book, as well as updates about the book, your public appearances, and so on. Most newsletter platforms allow you to add photos and videos, and many provide templates to help you control the look and feel of the newsletter.
If you’re considering the idea of a newsletter to help promote your book, here are some tips:
- Subscribe to other authors’ newsletters. By seeing how other authors (particularly those in your genre) are writing and designing their newsletters, you will be inspired with ideas for your own newsletter. These subscriptions can also help you evaluate various newsletter platforms to choose the one that best fits your needs.
- Remember that subscribers must opt in. Virtually all newsletter platforms, as well as most email servers, require subscribers to opt into your newsletter. Never add subscribers to your list who have not agreed to be on it.
- Collect emails at every opportunity. The sooner you begin collecting emails, the more subscribers you’ll have when you send your first newsletter. To get started, you might send an email to family and friends, letting them know what you’re planning and asking if you can include them on your list. Additionally, collect emails via your website, mention the newsletter in your social media (and provide a signup link), and set out a signup sheet at every public appearance for your book.
- Provide a subscriber magnet. As incentive, many authors offer an article, chapter, or other exclusive material to those who sign up for the newsletter.
- Create an editorial calendar. To help you get started, plan out the first 6 – 12 months of newsletters. Many authors send one newsletter per month, but you may send yours more or less frequently. Even if your plans change over time, having an initial editorial calendar will help generate ideas and get the creativity flowing each time you sit down to write a newsletter.
- Provide a feedback mechanism. Whether it’s a comments section (which some newsletter platforms provide automatically) and/or email, make sure subscribers know how to reach you to comment or ask questions. Any time a subscriber reaches out, respond to them promptly and thoughtfully.
A newsletter is a fun, interactive, author-controlled tool for connecting with readers. As you build you list and generate excitement, you’ll want to ensure you have a quality book (or books) available for eager readers. If you need help getting your manuscript ready for publication, please contact us. We’d love to talk with you about your book and your outreach goals!
