Want a cost-effective way to touch base with fellow writers and readers? Then create an enewsletter. In this challenging economy, authors should consider the e-newsletter as a vital part of their marketing plan to distinguish themselves from other writers and allow potential readers to get to know them and their books for the long haul. You don’t even need to know HTML in order to publish a class-act newsletter: email marketing software providers such as Constant Contact, iContact, MailChimp and RatePoint can help you launch permission-based email campaigns through step-by-step templates and easy contact uploads. They also help you create top-of-mind awareness to help with your branding and marketing campaigns.
How to get subscribers
Encourage your readers to sign up for your newsletter directly from your website where they can quickly provide their information and choose exactly what kind of information they want to receive from you. You can even show them old issues of your newsletter through the “archiving function” so they know exactly what to expect from you. Potential subscribers can also sign up for your newsletter via a signup sheet provided at any workshops or presentations you give. Make sure that on the signup sheet, as well as on your website, you let these signups know what the newsletter will contain and the frequency of your campaigns.
Under no circumstances should you disclose your contact list to anyone, but consider broadening your contact base by a partnership with another writer. For instance, you can publicize their book launch, reading or workshop on your newsletter and they can do the same for you.
What your newsletter should contain
First get the basics right with a clear subject line that reveals your name. The line can be creative or more straight-forward, but it must set up the reader’s expectations of what’s to follow. Once a subscriber opens your enewsletter then you can continue to build your list, expose them to links, send valuable content, and get people to become “sticky” with you. Getting sticky means they’ll want to come back to you for more AND they’ll tell their friends about what you’re doing through sharing your newsletter on Twitter, LinkedIn and Facebook.
Besides updating your readers on your next event you should also write about what you know. For example, you can write about publishing trends, conferences, tips and tricks. You may want to include a “Pet of the Month” or “Recipe of the Month” or a book review or a story about a locale you’ve been to recently that will be featured in your next book. Consider using third-party content from other newsletters—just get permission first!
Be sure to make a nice “eye trail” for your readers with plenty of white space and graphics. Make sure you keep your colors consistent so that you keep your brand consistent.
Using an enewsletter software company (I use Constant Contact) to generate your newsletters can be one of best investments you’ve ever made. Many of these companies mentioned above offer free 30-day trials and many have affordable (less than $ 20/month) tiered plans depending on how many subscribers you have. These companies also offer seminars, newsletters, tutorials and more so that you can be as effective an emarketer as possible.
I’ve sent out my enewsletter for three and a half years and it’s been the single-best way of reaching my clients and readers every month. In fact, I sometimes get emails asking me if I’ve sent my newsletter out already! I strive to give the best information about contests, publications, conferences and readings, while also keeping my readers up-to-date on what I’m offering. I also ask my readers questions and sometimes have my own contests and special deals just for my enewsletter subscribers.
Yes, it does take time and energy to publish an enewsletter every month, but the results will be worth it because an enewsletter can reach so many more people than you can via face-to-face or even via email.

