How an Author Newsletter Can Help You Build Your Readership
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For authors, building a loyal readership is about more than just selling books. It’s about creating a direct, personal connection with your audience and building community.
While social media platforms are valuable ways to engage audiences, they should not be your only point of contact. Instead, social posts are most effective when used to draw your audience back to your website. Once there, it’s up to you to create compelling content to build and grow a relationship with readers and fans.
Why is this important? Algorithms on social platforms often determine how many of your followers actually see your posts, meaning your reach can be limited — even among those who want to hear from you. Therefore, an author’s biggest tool in overcoming the algorithm is to collect email addresses and build content through direct communication channels that you own.
To achieve all this and more, we love a newsletter! Newsletters are incredibly powerful direct lines to your readers, where you control the content, timing, and delivery. By collecting email addresses and building your own email list, you ensure that your message reaches your readers without interference from ever-changing social media systems. The goal is to build a relationship today and for future books and offerings.
Here’s how to get started.
Why Build a Newsletter?
While email doesn’t necessarily have the flashiness of the latest social app, it has nonetheless remained remarkably resilient as a direct communication tool.
Newsletters have had a huge resurgence over the last few years, with many thought leaders, writers, and content publishers showcasing their talents (and building their audiences) on platforms like Substack and Beehiiv (more on those later). Here are a few reasons why:
1. Own Your Audience
Social media platforms own the follower lists you’ve worked hard to build. If those platforms change their rules, algorithms, or even shut down, you risk losing your access to that audience. Look at what happened to Twitter/X, which recently lost 2.7 million users, according to the Guardian.
An email list is something you own outright. You can update it organically, build it through your website and in-person events, as well as share it on your social media, allowing you a more personal engagement with your followers. It’s a long-term investment in your author brand.
2. Consistent Reach
When you send an email, you’re guaranteed that it lands in your subscribers’ inboxes. Whether or not they open it is another matter, but you are in direct control of building consistent visibility.
Most newsletter services allow you to review your metrics as well, enabling you to see how many readers open and click links in your emails. This provides insights into the kind of headline or content that gets the best response so you can refine your approach in delivering something of interest to your subscribers.
3. Deepen Relationships
Likewise, newsletters allow you to create meaningful engagement. You have the ability to share personal stories, behind-the-scenes insights, and exclusive updates, creating a stronger bond with your readers, fans, and followers.
Because your message is delivered to their inboxes, it also opens up the opportunity for direct responses, whether that’s a call to action, a discussion, or information that the reader can then share with others. Unlike a social media post that’s liable to disappear from feeds in a matter of hours or minutes, readers can save newsletters and return to them at a time that’s more convenient for them.
4. Promote Future Work
Building a fan base now means you have a ready audience when you release your next book, launch a speaking tour, or create a course. This kind of consistency sets the stage to drive sales and engagement over the long term.
Sharing sneak peeks, previews, or exclusive additional content rewards your subscribers, which encourages them to support you. Getting your biggest fans excited about what’s coming increases their chances of discussing with likeminded individuals, investing in crowdfunding or pre-order opportunities, or signing up early to upcoming events — which can get the ball rolling for wider-reach efforts.
5. Start a New Revenue Stream
Certain newsletter platforms offer the opportunity for creators to gate posts (or portions of posts) behind a paywall. For authors with specialized knowledge and expertise, or someone with an engaged fanbase that’s willing to pay for access to extra content, a paid newsletter tier may be a smart business decision.
You can even offer early access, discount codes, or sale pricing to your subscribers to encourage sign-ups or drive reviews and milestones to get wider notice of your work. While these earnings won’t be your primary source of income, it can help support your ability to take time away from your busy schedule to invest in creating more content to share.
Choosing a Platform
There are several email marketing platforms that are beginner-friendly and cater to authors and content creators. Here are three to explore:
Mailchimp: Offers a free tier and is great for basic newsletter needs.
Beehiiv: Allows you to create, grow, and monetize your newsletter with powerful tools built for content creators.
Substack: A hybrid between a newsletter and a blog, where readers can subscribe for free or pay for premium content.
Substack in particular has gained traction among writers because it so effectively combines the functionality of a newsletter and a blog, while also making it easy for creators to monetize their audience. Here’s a quick primer:
What It Is: Substack allows you to publish email newsletters that also live on a webpage. Readers can subscribe for free or choose to pay for premium content.
Why It’s Different: It has a built-in community aspect, making it easy for readers to discover your work through recommendations. However, Substack controls the subscriber list, whereas a traditional email platform lets you download and own the list.
How to Get Started: Visit Substack to create an account. Use their templates to design your newsletter and start sharing content. You can monetize by offering premium subscriptions.
Launch and Maintenance
Overwhelmed by all the potential ways to create, structure, and sustain a newsletter of your own? Here are some expert tips on how to do just that!
How Often Should You Send Your Newsletter?
The key is consistency. Whether you send it weekly, bi-weekly, or monthly, stick to a schedule so readers know when to expect it. Many authors find that a monthly newsletter strikes the right balance between staying connected and not overwhelming their audience.
Naming Your Newsletter
Instead of tying your newsletter to a single book title, consider branding it around your author name or overall persona. Some examples:
"The [Your Name] Reader"
"Notes from [Your Name]"
"Behind the Pen with [Your Name]"
"[Your Name]’s Storyteller Journal"
This approach keeps your newsletter relevant even as you publish more books or diversify your creative projects.
What to Include
The best newsletters offer a mix of engaging content that gives readers a reason to open them every time:
Updates on Your Book(s): Announce releases, share excerpts, or discuss your writing process.
Personal Stories: Offer a glimpse into your life — such as what inspires your writing or funny anecdotes.
Exclusive Content: Share deleted chapters, videos, worksheets, book club/group discussion questions, or sneak peeks of upcoming projects.
Event Announcements: Promote book signings, virtual readings, or speaking engagements.
Cross-Promotion: Highlight other authors or books you love, which builds goodwill and reciprocal promotion opportunities.
How to Collect Email Addresses
Create a Signup Form: Many email platforms provide tools to create signup forms for your website or social media profiles.
Offer a Lead Magnet: Attract subscribers by offering a free resource, like a short story, sample chapters, or a printable guide.
Leverage Your Book: Include a call-to-action in your book, inviting readers to join your newsletter for updates and bonus content.
Use Social Media: While social platforms shouldn’t be your main communication channel, they’re excellent for driving people toward your newsletter.
Nurture Your Subscribers
Building a list is only the first step. To keep subscribers engaged:
Welcome new subscribers with an automated email that thanks them for signing up and tells them what to expect.
Segment your list if needed—for instance, readers of different genres or those interested in specific types of updates.
Consistency Builds Loyalty
Consistency in your newsletter builds trust and anticipation. If readers know they’ll receive high-quality, engaging content regularly, they’re more likely to open your emails and remain loyal over time. This reliability becomes even more crucial when you’re ready to promote your next book or project.
For authors, a newsletter is more than a marketing tool; it’s a way to create lasting relationships with your readers. By building an email list, you ensure that you can always reach your audience directly, regardless of changes in social media trends. With platforms like Mailchimp, Beehiiv, and Substack, it’s easier than ever to get started.
So, start collecting those email addresses, share your unique voice consistently, and build a loyal fan base and community that will support you for years to come. Your readers are waiting to hear from you — and a newsletter is the perfect way to make sure your message always reaches them.
Sandra (Sandy) Poirier Smith is the CEO of Smith Publicity, Inc., dedicated to helping authors and experts create awareness about their books, ideas, and brand through media coverage. Smith Publicity has promoted thousands of projects since 1997 — from household brand New York Times bestsellers to debut authors. Sandy works with clients to design and execute creative and highly tailored book promotion strategies, and her passion is working with business authors. She regularly writes about and speaks at book industry events on the topic of book marketing and author/expert promotion. She earned a BS in Art and an MBA from Northeastern University. She lives in Bucks County, PA, with her husband, four children, two cats, twenty-five chickens, and a variety of reptiles. Connect with Sandy on LinkedIn; sign up for Smith Publicity’s newsletter here.
