Email Marketing for Authors: Why Newsletters Still Matter

Email Marketing for Authors: Why Newsletters Still Matter

In a world where social media platforms are constantly changing their algorithms, one thing remains steady and unchanged: emails. If you’re an author looking to connect with readers, build a loyal audience, and actually reach the people who want to hear from you, an email newsletter is your secret weapon.

But, you may ask, aren’t newsletters outdated? Do people even read them anymore? The answer is a resounding yes! Let’s talk about why author newsletters still matter and how they can become one of the most valuable tools in your marketing strategy.

The Personal Touch: Building Reader Loyalty

Readers don’t just love books—they love the authors behind them. A newsletter gives you a direct line to your audience without the distractions of social media. It’s a space where you can share updates, exclusive content, and behind-the-scenes glimpses of your writing life.

A great newsletter makes readers feel like they’re part of your inner circle. They’re not just buying your books—they’re invested in you. Whether it’s a sneak peek of your next release, a funny meme from your writing process, or a personal story that resonates, newsletters help foster a real connection between you and your audience.

Why Newsletters Are Still Effective in a Digital Age

Social media platforms come and go, as we mentioned in our “Is Facebook Still Worth It?” article, but email remains a constant. Here’s why newsletters continue to be a smart marketing move for authors:

You OWN your list. Unlike social media, where an algorithm decides who sees your posts, your email list is yours. No middleman. No unpredictable reach. No having to pay to possibly reach more readers.
Higher engagement rates. Email consistently outperforms social media in terms of engagement. Studies show that open rates are higher on emails and that people are far more likely to open an email than to see (or click on) a social post.
Better for long-term relationships. Readers who subscribe to your newsletter are already interested in your work. They’re more likely to buy your books, leave reviews, and recommend your writing to others.

Choosing the Right Email Marketing Platforms

Not all email platforms are created equal. Here are a few of the most popular options for authors:

Mailerlite – A user-friendly, budget-friendly platform with automation and segmentation tools.
Substack – Great for serialized content and authors who want to monetize their newsletters.
ConvertKit – Designed for creators, offering powerful tagging and automation.
ActiveCampaign – A more advanced option for those who want detailed automation and tracking.
MailChimp – One of the most well-known options, though its free plan has become more limited.
FloDesk – Designed with visually appealing layouts in mind, they are unique in that they offer a flat rate regardless of subscriber count.

When choosing a provider, consider your budget, ease of use, and the features that matter most to you.

Pro Tip: Ask your author friends what they like/dislike about their newsletter service.

So, what makes a good author newsletter? Here are a few best practices:

Be consistent. Whether you send a weekly newsletter, biweekly newsletter, or monthly newsletter, stick to a schedule your readers can rely on.
Write engaging subject lines. Your subject line determines whether someone opens your email or ignores it. Keep it intriguing and personal!
Offer value beyond book promotions. While it’s fine to share updates about your books, your newsletter should also entertain, inform, or inspire. Consider including:
- Personal stories or writing insights – What did your dog or kids do that made you smile this last month?
- Behind-the-scenes looks at your books – What neat things did you get to research to write your latest book?
- Book recommendations – A great way to support your author friends.
- Q&A sections or reader polls – This is great to boost your engagement rates!
- Exclusive short stories or bonus content – One of the best ways to make your subscribers feel like they are a part of an exclusive club is to offer a free book or lead magnet.
Keep it reader-focused. A good rule of thumb: If you wouldn’t want to receive your own newsletter, rethink your approach.
Welcome new readers: Warm up new subscribers with welcome emails. Most email service provider’s offer this as automation, and it can be the first step in creating a lasting impression on a reader.

Think of these ideas as a way to foster a community feel to your readers.

Ask a question and have them reply to the email with their answers (you can often do a small giveaway to encourage this)—this greatly helps your engagement rate.
Are you planning a vacation? Are you researching a book location? Ask your readers if they’ve been there. Ask them for actual places, things to do, or general vibes of the area.
Polls. Many newsletters have a poll integration, but it’s not always used. Try it. It’s great marketing, too, and it can give you more insights into your readers. Then, share the results in your next newsletter.
Feature reader-submitted content—This could be memes, pet photos, or book quotes from you that they created graphics for It’s a way to highlight some neat readers in your group.
Easter “eggs” are a great way to offer “discounts” on your books to your readers or occasionally include an exclusive freebie, discount, or secret link hidden within the newsletter for those who read to the end.
Sneak peaks. Think cover choices. Offer your readers a way to let you know which one they like best. Or deleted scenes that didn’t quite make the final cut. Sneak peaks are a great way to offer your readers something extra without being time-consuming.

These ideas are a great way to keep your readers involved and up-to-date on what you are currently up to; just be sure not to include them all in one email.

Book Excerpts. These are a fun way to tease upcoming books or to help your friend’s books be teased.
Review Excerpts/Snippets. From (the Mystery Review Crew🫣) or other review sources. It’s a good way to use reviews without coming across as too salesy.
Writing habits/quirks. Let’s face it: we’re all different people. You like tea, and I like coffee. Sharing about your coffee addiction is not a crime, and your readers might just appreciate a bit of levity in your newsletter.
Research trips, projects, or books you’ve read. This helps you have fresh content to share in each newsletter. It doesn’t have to be long; just share, “Hey, I read this book and enjoyed the setting. Have you read it or a similar book?” I’d love to read more like it.
Blog Posts / Guest Posts. Have you been interviewed on someone’s social media pages? Did you participate in a blog tour where you wrote an article for some blog content? A lot of time you write it and never use it again. That is a missed opportunity!
Author Interviews. The best way to get your name out there is to be out there, and you don’t have to do all of the work. Places like the Mystery Review Crew, A Bookish Moment, and Atmosphere Press, just to name a few, will interview you for FREE. Share a snippet in your newsletter.

Even the best newsletters can go wrong if you’re not careful. Here are a few pitfalls to watch out for:

Too many emails. If you flood inboxes, readers will unsubscribe fast.
Overly salesy content. Your newsletter shouldn’t only be about selling books. Readers appreciate the kind of content, valuable content, that is more personal. They WANT to know you and feel a part of your life.
Poor formatting. Make sure your emails are easy to read, mobile-friendly, and visually appealing; if not, your click-through rates may suffer.
Buying email addresses. This is a big no-no! Always grow your email list organically through sign-ups from readers who want to hear from you.
New Release Newsletter. Only sending a newsletter when you have new releases coming into the world. While this may seem like a good idea and a great marketing tool, however, it can often make the reader feel like they are just a stepping stone to you.

In an ever-changing digital landscape, email campaigns remain one of the best tools for authors. They provide direct, personal, and effective communication with readers—without the unpredictability of social media.

If you’ve been thinking about starting a newsletter list of dedicated readers (or revamping an old one), now’s the time. Your readers are waiting!

Stay tuned for the next article in this series, where we’ll feature an author’s firsthand experience switching from MailerLite to Substack.