Master the Art of Growing Your Author Newsletter with These 10 Proven Strategies

Starting from zero? I got you...

Photo by Nguyen Dang Hoang Nhu on Unsplash

Growing an author newsletter from scratch can feel overwhelming, right? Especially if you’re starting to build your author platform, are unsure where to spend your time and efforts, or want to understand why it’s essential.

Or D, all of the above?

Let’s break it down into specific, practical steps you can implement immediately. These effective and manageable methods emphasize organic growth, meaningful connection, and long-term engagement.

1. Choose the Right Email Platform For You

Before you start growing your list, you need a reliable email service provider (ESP) that follows the laws in the US, Europe, and other regions.

Why? Because you can’t just blast email hundreds of people about your new book, product, or service because that’s a violation of the CAN-SPAM Act (US) and GDPR guidelines (Europe), which require both a subscribe (opt-in) and unsubscribe (opt-out) option.

Fees can be in the hundreds to hundreds of thousands if you don’t follow those guidelines. Scary!

Practical Recommendations:

• Mailchimp: Beginner-friendly, free up to 500 subscribers, simple automation.

  • Mailchimp

• Kit (Formerly ConvertKit): Ideal for authors, easy segmentation, intuitive automations, robust landing pages.

  • Kit

• MailerLite: Budget-friendly, straightforward user interface, solid deliverability.

  • MailerLite

Example: Author Jane Friedman uses ConvertKit because of its tailored tools for creatives, such as Jane Friedman’s Newsletter.

Or create your own Substack! (More below.)

2. Offer a Compelling Lead Magnet

Authors need an incentive that directly appeals to your ideal reader.

Practical Recommendations:

• Short stories or chapters: Offer readers exclusive access to unpublished short stories or preview chapters.

• Resource guides: A PDF of helpful tips, worksheets, or checklists relevant to your genre (e.g., "A Historical Fiction Research Checklist").

• Exclusive behind-the-scenes content: Personal essays, writing tips, or a sneak peek into your writing process.

Example: Mystery author Louise Penny offers free short stories and exclusive excerpts to subscribers: Louise Penny's Newsletter.

3. Optimize Your Website

Make subscribing attractive and straightforward.

Practical Recommendations:

• Add newsletter signup forms in multiple locations, such as the homepage, sidebar, and blog footer.

• Create a dedicated landing page that clearly outlines the benefits of the newsletter.

• Use pop-ups sparingly and time them strategically (e.g., exit-intent or after 20 seconds).

Tools:

• Sumo or OptinMonster for high-conversion signup forms.

Example: Author Joanna Penn has a clean, dedicated newsletter landing page: Joanna Penn’s Newsletter.

4. Leverage Social Media (Strategically!)

Promote your newsletter on platforms where your ideal readers spend time.

Practical Recommendations:

• Create pinned posts or bios highlighting the value of your newsletter.

• Share teasers of newsletter-exclusive content on Instagram stories, Reels, and Threads.

• Regularly remind your followers about your newsletter without over-promoting it.

Example: Author R.F. Kuang regularly shares exclusive insights via her newsletter link on Instagram (@kuangrf).

5. Cross-promotions and Collaborations

Work with other authors and writing communities to broaden your reach.

Practical Recommendations:

• Join cross-promotional newsletter groups, such as BookFunnel or StoryOrigin.

• Participate in giveaways and anthologies that require you to subscribe to newsletters.

• Exchange mentions with authors whose work aligns with yours.

Example: Platforms like BookSweeps facilitate targeted giveaways and subscriber growth through reader-focused promotions. I use BookSweeps A LOT. Learn more here:

6. Engage in Online Communities

Participating authentically in relevant online communities builds trust.

Practical Recommendations:

• Join relevant Facebook groups (e.g., "Wide for the Win" for indie authors).

• Participate in X/Twitter memes (e.g., #AmWriting or #WritingCommunity) with valuable input, sharing your signup link sparingly.

• Offer genuinely helpful advice or content, subtly pointing toward your newsletter.

7. Regular, Valuable Content

Consistently deliver high-quality content that your readers can't easily find elsewhere.

Practical Recommendations:

Establish a regular schedule (weekly or bi-weekly is ideal). My goal with this newsletter is to publish every week to two weeks.

Please give yourself a little wiggle room for ya know, life. If you miss a week or two, it’s okay. Breathe.

• Mix personal insights with reader-focused content, such as writing tips, curated book recommendations, or discussions on mental health and creativity.

• Always invite interaction—ask questions, encourage responses, and genuinely respond.

Example: Author Austin Kleon’s newsletter combines personal thoughts with creative inspiration, becoming something readers eagerly anticipate every Friday.

(

Austin Kleon

here on Substack.)

8. Utilize Paid Ads Strategically (Optional, but Powerful)

If your budget allows, targeted Facebook, Instagram, or BookBub ads can quickly accelerate subscriber growth.

Practical Recommendations:

• Start small with targeted ads (e.g., $1–$ 5 per day).

• Focus ads on your lead magnet landing page.

• Experiment with Facebook Lead Ads to capture email addresses directly on the platform.

• Who is your ideal reader? What are your keywords? Make sure you select those options when creating your ad.

• Need help? Connect with me! BadRedheadMedia@gmail.com.

Example: Mark Dawson (Self Publishing Formula) offers excellent tutorials on using Facebook Ads specifically for authors: Mark Dawson’s Ads for Authors.

9. Measure and Adapt

Regularly track open rates, click-through rates, and unsubscribes. Adjust based on your data.

Practical Recommendations:

• Use your ESP analytics to measure which subject lines and topics resonate.
  
  No, not that ESP. ESP analytics (Email Service Provider analytics) refer to metrics provided by email marketing platforms. These analytics include open rates, click-through rates (CTR), bounce rates, unsubscribe rates, spam complaints, conversion rates, device usage, and subscriber location. (Source: InBox Collective.)

• Regularly clean your list of inactive subscribers.

• Ask subscribers directly what content they want more of (polls or surveys).

10. Quick Start Plan. You Can Do This!

• Today: Set up your email service provider account and create your lead magnet.

• This Week: Create your dedicated signup landing page. Share your signup link in your social media bios and pinned posts.

• This Month: Schedule consistent content, participate in at least one cross-promotion, and engage authentically in online groups.

By consistently following these actionable steps and prioritizing quality, personal connection, and relevance, you'll cultivate a thriving newsletter audience that supports your author brand in the long term.

Photo by Adomas Aleno on Unsplash

Why Consider Substack?

Substack combines newsletter distribution, blogging, and a built-in monetization option, making it ideal for authors looking for simplicity and an easy entry into paid subscriptions.

Benefits for Authors:

• Easy Setup: Minimal technical know-how needed; you can launch your newsletter within minutes.

• Integrated Monetization: Readers can subscribe free or transition to paid subscribers seamlessly.

• Community Features: Encourages reader interaction through comments and recommendations.

Example:
Author Roxane Gay uses Substack to share essays, book recommendations, and personal reflections, successfully building a deeply engaged community:

• The Audacity by Roxane Gay

Practical Steps for Growing Your Substack Newsletter:

1. Launch Your Newsletter with a Clear Value Proposition

• Clearly define what subscribers can expect, such as weekly tips, essays, or serialized fiction.

• Offer both free and subscriber-exclusive content as incentives.

Example:
Author Elle Griffin shares serialized fiction and insights into publishing trends:

• The Novelleist by Elle Griffin

2. Optimize Your Substack Page

• Create an appealing header and a concise, engaging description of your content.

• Use clear calls to action that encourage visitors to subscribe.

3. Cross-Promote on Social Media

• Regularly share snippets or previews of newsletter content on your social media platforms.

• Include your Substack URL in your Twitter bio, Instagram link-in-bio, and pinned posts.

• Participate in the #MondayBlogs meme I created a dozen years ago, at least! On X, Bluesky, and wherever else you’d like to share. This is specifically to share your blog posts, newsletters, videos, guest articles, etc.
  
  NOT for book promo. More here.

Example:
Author Lyz Lenz frequently promotes her Substack articles on X/Twitter to reach broader audiences:

• Lyz Lenz on Substack.

4. Network and Collaborate on Substack

• Collaborate with other Substack creators by cross-promoting newsletters.

• Engage with the Substack community by commenting thoughtfully on other newsletters and increasing your visibility.

Resource:
Use Substack’s internal recommendation system to boost visibility among engaged readers. Subscribers trust recommendations from newsletters they already follow.

5. Experiment with Subscriber-Exclusive Content

• Offer bonus content, behind-the-scenes looks, or early access to encourage paid subscriptions.

• Balance free content to attract new readers while continually rewarding paying subscribers.

Substack vs. Traditional Email Marketing Tools:

• Pros: Quick setup, built-in payment options, simple blogging interface, and reader community integration. And FREE, regardless of how many subscribers you have.

• Cons: Less advanced analytics than Mailchimp or ConvertKit; fewer advanced automation or segmentation options.

If your priorities are ease of use, a simplified payment system, and cultivating an active community, Substack is ideal. For more advanced features, Kit or Mailchimp might be better suited.

Quick Start Plan for Substack:

• Today: Set up your Substack account and craft your first post, clearly outlining the value of your newsletter.

• This Week: Share your Substack widely across your social media. Invite friends and followers to subscribe.

• This Month: Publish consistently, actively engage in the Substack community, and consider launching subscriber-exclusive content.

By incorporating Substack into your author newsletter strategy, you can leverage its built-in visibility and monetization capabilities while connecting with your audience deeply and authentically.

Thoughts, experiences, comments? Please share below!

Upcoming Spaces:

1. Join me for my free monthly #BookMarketingChat next Wednesday, May 7, at 2 pm PT / 5 pm ET. Recorded for later plays.) Audio-only, so wear your jammies.

Want to join me live? Set a reminder for the first Wednesday of every month at 2:00 p.m. PT /5:00 p.m. ET.

Topic: Book Marketing On A Budget - Options

2. I’ll be the featured guest! Zoom Master Class hosted by Christina Goebel, M.A.

   lovegoldenheart
   , and Laban T. M’mbololo, Esq.

Are you a writer who needs a marketing plan? Join me this Wednesday when I’m honored to be a guest on a Cozy Book Nook podcast: Master Class on Developing Your Author Platform.

FREE. Join us!

Wednesday, April 30th at 9 am PT/12 pm ET.

Zoom Link here.

3. Follow writer Anne R. Allen - her blog is so informative and friendly. And I’ll be her featured guest next week, on May 4. Check her site when it publishes. (And bookmark Anne’s blog!)

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Happy writing!