by Elizabeth S. Craig, @elizabethscraig
Sending newsletters is a promo task that many writers either avoid or dread. Some writers don’t even have signup links on their sites because they don’t want the hassle of newsletter creation to take away from their writing time. Some writers start out strong with newsletters but then find them falling by the wayside as they end up too busy to send them. Others aren’t really sure what to put in their newsletters at all.
I was one of those writers who froze at the thought of sending newsletters. Late on the bandwagon, I finally jumped in. I figured better late than never.
There’s a lot of advice out there about the “right” way to send reader newsletters. Ultimately, for me, it’s like reading articles on the “right” way to clean shower doors or ovens; it’s honestly just better if you go ahead and clean the things instead of waiting until you can do it the right way.
With newsletters, it’s also better to just jump in than worrying about composing the perfect email with the perfect lead magnet in the perfect way.
And forget worrying about newsletter open stats, especially if you’re already concerned about the other aspects of the task. Later on, you can worry about culling your subscriber list.
When I’m asked to offer writers one piece of advice, it’s inevitably to “set the bar low.” But it doesn’t just apply to writing. It can apply to promo, too. Basically, it’s better to do a little writing or a little promo than not doing anything at all.
I’ve slowly grown my email list, mostly organically. I have an email signup that’s visible on my site. I don’t have any fancy lead magnets, just a free book. I started late on the newsletter bandwagon, but have over 3700 subscribers and an open rate of 45%.
The biggest bit of advice that I consistently ignore is to send newsletters frequently. I just don’t ascribe to that at all. Maybe I’m disappointing some readers who’d like to hear from me more often, but I’m also avoiding chasing off readers who just want to hear about the new release.
And that’s when I send newsletters: when I have a new release. But, considering how often I launch books, I suppose that’s fairly regularly.
So if you’re like many writers who feel overwhelmed when thinking about your newsletter, my advice is not to overthink it. Instead, send it out when you’ve got a new release. Put that signup link on your website and see what happens.
Do you have a newsletter? How often do you send it out? If you don’t have one, what’s preventing you from starting one?
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Maybe that's why I never created a newsletter. Sending one out every time I have a release (which is now every five years or more) seems a bit sad.
You could just copy your blog posts once every couple of months and send those out in a newsletter! They’re always really entertaining and would definitely appeal to readers. :)
I couldn't agree more, Elizabeth, about not overthinking things. Otherwise the window never gets cleaned! At any rate, the real question for me when it comes to newsletters is what I'd put in them that is different to what I write on my blog. I'd rather not be repetitive. Still, newsletters can be a great promo tool. Definitely something for me to consider…
You could make it a little amalgam of different things. That’s what I do. So an update on what you’re working on, a picture from what’s happening in your life, and then maybe an update on what you’re reading.
Those are good ideas, Elizabeth! Thanks!
I subscribe to your newsletter and always enjoy reading it. I think the number of newsletters you send out is right. Like most people, I get a number of newsletters. I find that I stop opening the ones that are sent too often by authors. I don't have the time to read them. I'm sure it's the same for other people.
Thanks for this, Natalie! I appreciate it. :) And I feel the same way. I unsubscribe when I get behind with people’s newsletters.
DLP's newsletter come out pretty much only when we have a new release. Or when we are running a special sale.
Which is exactly when people want to hear from you!
So glad I'm not the only one to not send frequently. I know I unsubscribe to those that I get too often, and I expect others are the same…it's too hard to get subscribers to chase any off! I send once a quarter, and that's my 'sweet spot'. I have enough to talk about, writing-wise and personally.
Good to hear I’m not alone. :) You’re so right; let’s not scare off subscribers!
I have one, but rarely use it, though I do use it at release times. But in my writing world, that's once every couple of years. I'm trying to take the advice of a little bit each day. I keep hoping for huge chunks of time and I need to be honest with myself and accept I'm going to have to use the free minutes I find here and there.
There never does seem to be a lot of time, does there? I write in small chunks for books as well as for the newsletter. :)
I finally got my first newsletter out last month.
It's taken me a long time to get comfortable with the idea of doing a newsletter.
It wasn't until I figured out it was just a way to communicate with readers. The focus isn't on "buy my book" but "hi it's nice to meet you".
In the first newsletter I did provide information on my first book and when book two would be coming out. But that was at the end of the newsletter and a brief message.
There's so much more to being an author than just writing a book.
It can be overwhelming at times.
Thanks for the information you share on the business of being an author.
Congratulations on getting out your first newsletter! Believe me, I totally understand your reservations. You’re right–it’s such a great way to communicate. I always get emails back from readers, too, which is wonderful.
Hi Elizabeth – I have some windows to clean this week! As you say better to start … and then settle as to how it goes – and continue to appreciate your readers etc – the audience is the most important part of an author's/ blogger's life … I always appreciate what you write – and I'm not flooded with info (thank you!) – cheers Hilary
So glad to hear it! And those windows will look great!