When you are developing your newsletter it’s important to keep in mind that you are writing to people who signed up to read it. It is more likely that the people who sign up for your newsletters are going to be the ones who actually purchase your book and follow your socials. These are your most-invested followers so it’s important to give them the scoop on everything coming up BEFORE you post it on your social media. They want to know when your next book is coming out, and they want to actively hear from you. There is a strategic way to not only gain more newsletter subscribers but actually to sending them out as well.

Some things you want to include in your newsletter:

• Specific book & publication details

• Information about your writing process and research

• Articles or events related to you or your books

• Photos/behind the scenes information

• Important links:

• Retailer links - where can they buy your book?

• Social media links (Facebook, Twitter, Instagram, Pinterest, Tumblr, YouTube) ALL OF THEM!

• Author website link

• Subscribe/unsubscribe link

There are no set rules that say how often you should send out your newsletter but as I tell our authors, consistently send them out on the same days of the week or month. Start off slow and build up to two newsletters a week right before launch and then you can dial it back again. The great thing about websites platforms like Squarespace and Wix are that you can see your newsletter analytics, how many people opened up your newsletter and clicked on the links within. This will let you know what newsletters your subscribers were most interested in and which ones you could do without. 

Before Publication

The great thing about being a Spellbound or Leaflet author is that you can be in full communication with your marketing, editorial and graphic design team. Which is SUPER helpful when you are planning out your newsletters. They can help you map out the premium moments to share specific information about your upcoming books and when you’re going to be doing any promotions. There are some general milestones during the publication process and these are ones you are going to want included in your newsletters.

• Book announcement or new book announcement - at least six months in advance

• Excerpt release - periodically include these in your newsletters to keep your readers interested

• Countdown messaging - get your readers excited!

• Tour reveal - When you will be doing signings or when you go live on social media

• Cover reveal - at least a month before publication (you can even make a puzzle out of it and encourage readers to sign up for your newsletter this way). 

• I’ve found a very effective method of putting a piece of the cover in each of the authors' social platforms to encourage readers to follow them EVERYWHERE.

• Publication day - MAKE IT A BIG DEAL

After Publication

No matter where you are in the publication process it’s important that your readers hear from you, so keep up on your newsletters in between releases. Sometimes it is difficult to figure out what content to share during these times but you are a writer, not a has-written. My advice is to write blogs.

Some ideas:

• Information about research or writing process for your next book

• Short stories, essays, or poetry

• Blogs about writing or writing tips

• What are you reading? What’s on your TBR?

• Don’t forget about your social media accounts. Where can your readers find you?

• Giveaways & exclusive offers

• Q&As with other authors or relevant personalities

Amplify & Grow through Social Media

Your newsletter should highlight the most vital information that you post on social media BEFORE you post it on your socials. Since most social media content is brief and to-the-point, your newsletter can give you a chance to expand the information. Don’t forget these people signed up for your newsletter, they want to hear from you.

Growing a subscriber list will take time, but here are a few ways to drive newsletter sign-ups:

• Include a sign-up field on the homepage of your website

• Make sure every newsletter has a subscribe button in order to capture recipients who received it from a friend. (Sample language: If this email was forwarded and you would like to subscribe to our email list, click here.)

• Make it easy to sign up for your newsletter on your social media platforms

• Make some content exclusive in your newsletter, and tease to reveals across social media

• Consult with your marketing team and consider social media ad campaigns

I hope you found this helpful and please reach out to info@spellbound-publishing.com with any questions.