Posted: July 14, 2025
As an author, marketing opportunities aren’t as easy as putting up a commercial on TV or pasting up posters. Most of an author’s recognition and sales come by word-of-mouth. It’s why authors go on book tours, speak at libraries, and vend at markets. But in between that? How can you keep your audience’s attention and let them know when new books are coming out? The answer: an author newsletter.
An author newsletter helps you let your readers know when your next book is coming out, but beyond that, it’s a way to connect with your fanbase on a personal level and inspire fan loyalty. Social media is often loud, distracting, and impersonal, so being able to speak directly to your readers is a valuable tool.
There are many companies out there that can help you with setting up an author email list and newsletter, including Brevo, Mailerlite, Mailchimp, and more. These companies often have a free version you can use when you’re just starting out and want to give them a try, but all have additional helpful features hidden behind paywalls. This can be expected, as it is a valuable service.
***Security is of great importance! Take the necessary steps to protect yourself from people who may try to hack your account and take it over. Create a strong password with letters, numbers, and punctuation (write it down in a password book if needed) and add extra levels of security with 2-step verification if available.
Once you’ve decided on which company to go with, you want to start building your email list. This is arguably one of the hardest things to do. It involves getting out there and building interest first through social media. If you already have a book published and readers standing by for updates, building your list is easier. Other things you can do include promoting on social media, signing up for local markets to sell your books and build your list, and simply talking about your book and inviting interested people to join your email list.
Offer exclusive content! Everyone likes free stuff. One author I follow offered a free digital copy of her series’ prequel to those who signed up for her email list. That’s an excellent incentive!
Professional. Simple. If your newsletter is a mess, full of contrasting fonts and colours and graphics, people won’t want to look at it. Secondly, it should match the aesthetic of your book(s). Bright and romantic? Dark and brooding? Mysterious? Fantastical? Historical? Fit the theme and messaging to match your vibe as an author. It’s a little extra step that will go a long way for your email subscribers.
You want to stay consistent and relevant, but don’t bombard your readers with messages. Once a month or once every two weeks is plenty. Choose a schedule that works with how much you’re able to produce.
The newsletter should be a priority for you. Don’t let it fall by the wayside. Inactivity dulls interest just as much as overactivity.
First, what NOT to include: pure promotion. Readers are going to unsubscribe pretty quick if all you send them is “buy my book!” That’s not what they want. Offer exclusive deals, let them know about sales, tell them about upcoming book launches and events where you’ll be, sure, but that part should be limited to less than 33% of the content you share.
Keep the information rooted to your book(s). You can include personal updates, but you should always ensure that they all circle back to your book(s) or writing experience. Maybe a vacation helped inspire a scene or aided in your research. Maybe you visit the same café every day while you write and you want to recommend a drink you tried recently. Maybe you’ve been working on perfecting a recipe for a food that exists in the story and want to highlight that it’s now on your author website blog for those interested in seeing it. Other information such as pets or children or grandchildren may not apply, but sometimes they do. Got a new puppy that’s interrupted your writing routine? Does your child or grandchild love to read your new children’s book? Things like that add a personal touch.
A newsletter is about personal connection. Make it about you and your reader together, using the connection that your book(s) make(s) between you.
Brainstorm ideas for the different things you want to include in your newsletter. There should be consistent topics to ensure a running connection, but you must keep things fresh and new as well to avoid stagnancy. It probably seems like a lot of work, and it is—are you willing to put in the effort? Some things you may include are:
It’s a delicate balance to toe the line between personal and professional. It’s a learn-as-you-go process for the most part. Try different things and see what works for you and for your readers. I hope this helps you in building your author repertoire!
Setting Up an Author Newsletter
Setting Up an Author Website
From Pen to Published
Budgeting for Book Publication—Make a Plan
Navigating the World of Self-Publishing
Free Promo—Strategies to Promote Your Book
Tigerpetal Press is a small book press dedicated to publishing local authors and poets.