Writing the perfect newsletter may seem daunting to authors. However, as an author, you already possess the most fundamental skill for creating an exceptional newsletter: telling a story. But how can this be repurposed effectively to market your book? This step-by-step guide on writing the perfect newsletter can help.

Why Newsletters?
Before plunging into the “how,” let’s understand the “why.” A newsletter is one of the most outstanding tools for direct communication with your readers. Besides promoting your books, it can keep readers engaged, share exclusive content, and walk your audience through your writing journey—essentially turning random readers into loyal fans.

Step-by-Step Guide to Writing the Perfect Newsletter

1. Identify Your Goals

Before putting pen to paper, identify what you hope to achieve with your newsletter. Some of these goals can include:

• Book Promotion: Announcing your new books and where to buy them.
• Engagement: Sharing exclusive updates about your writing process, upcoming deadlines and events.
• Community Building: Creating a network of loyal readers who connect with you and your work.

2. Know Your Audience

Your content must resonate with your readers. For example, writing about popular culture references might not work if your readership mainly consists of octogenarians with a penchant for historical fantasy novels.

If you still need to identify your ideal reader, refer to my prior blog, which teaches you how to identify your reader persona. Doing so will help you pinpoint who you’re reaching with your newsletter.

3. Select the Right Platform

Numerous platforms exist for you to launch your perfect newsletter. Some free ones include MailChimp, Brevo, and MailerLite. Do your research and find out which one suits your needs best.

For instance, do you want to plan an entire email campaign that you can schedule beforehand? Or are you looking to email sporadically? Every email program offers different features, so choose the program that’s right for you.

4. Plan Your Content

Regularly putting out newsletters requires creativity and consistency. Identify themes/topics for your newsletters and put them on a publishing calendar.

Based on your marketing plan and goals, you should determine the frequency of your newsletters. Generally, you should send a newsletter at least once per month. Consider your audience; what expectations would they have for your newsletter?

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5. Write Captivating Subject Lines

Think of your subject line as your book cover: it must invite and intrigue. Remember, avoiding clickbait-type subject lines that may devalue your content or upset your readers is crucial.

Most email providers will suspect an email to be spam if the subject line includes certain words like “free,” “limited time only,” “act now,” etc. Remain mindful of your word choice.

6. Keep It Concise

A newsletter is not a novel; shorter content often gets more attention. Keep your message brief, engaging, and to the point.

When you plan your newsletters (see point #4 above), determine what you will include. Are you selling something? Are you providing news? Are you doing multiple things that would require you to have sections within your newsletter? Having a plan ahead of time will help you before you start typing.

7. Use Visuals

Visual elements always help to emphasize your point. Including relevant images or graphics can brighten up your newsletter and improve readability.

Consider infographics (when appropriate) as well. Infographics do a great job of explaining and showing. Some readers prefer infographics because it can be an easy and quick way to get information. Infographics provide a nice break from text-only newsletters.

8. Mind Your CTAs

“Call To Action” directs your readers on what to do next. Make them clear and easy to find (e.g., “Pre-order my book here”).

Your CTA should also be part of the newsletter planning process. Always know the intent and the reason for sending a newsletter when you start writing.

9. Test Before You Send

You wouldn’t publish a book without proofreading, right? Similarly, send your newsletter to a few close people for feedback before sending it to your entire mailing list.

Click on every link that you’re sharing in your newsletter. Do the links all work? Do they direct you to the right place? Make sure your newsletter is perfect before you send it out.

Writing the perfect newsletter isn’t just about self-promotion but rather about engaging with your readers on a deeper level and creating a community for them. Newsletters allow you to show your readers that there’s a genuinely exciting person behind those books they love so much. So, start writing your newsletter today and engage with your readers.

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