Are Author Newsletters Still Worth the Effort?
Recently, I spoke with someone in the book biz and shared that I was working on a couple of projects focused on newsletters. I asked him what he thought about author newsletters and whether or not, as he’s in the industry of author success, he subscribes to any and which ones he likes. To my surprise, he said he didn’t. He went on to say that all they are “book pushes” and that the “junk” is marketing that “junk” s up his inbox. Well, okay. But admittedly, I sometimes feel the same—as a reader and an author.
This begs the question: Are authors’ newsletters worth the effort? And if so, how do you cut through the clutter and develop a read-worthy newsletter?
Authors and readers of author newsletters share their thoughts:
“I read A LOT of newsletters and believe they still hold appeal because they are way more personable to the author as opposed to an article or an op-ed in a publication that’s not owned by them. It’s a win-win for both readers and the writer, and a great way to discuss personal opinions, thoughts on ongoing events, reviews, and whatnot, since they are so informal in nature most of the time.” ~ Srishti Bhargava, Sr. Public Relations Specialist, Northwell Health.
“There’s no one right way to publicize yourself as an author. The key is to choose the tools and techniques that work for you, that you love doing, and that resonate with the people you’re trying to reach. A newsletter is great if writing regular, long-ish-form content is something you thrive on and want to share with your audience. I love testing recipes and writing weird little essays about food and history that might not always fit in other publications (and my audience also enjoys them): So, a newsletter makes sense. But it wouldn’t make sense if I couldn’t commit to writing it, or if I was feeling burnt out from writing.“ ~ Julia Skinner, PhD is the author of multiple food and history books, the founder of the Culinary Curiosity School and Roots + Branches.
“An author newsletter is not optional. It is the most reliable way to build trust and sustain a connection. They remain one of the most trusted ways to connect directly with readers. Unlike social media, they arrive with intention and foster a sense of exclusivity and community. A newsletter is one of the few channels an author truly owns. Algorithms change, and platforms evolve, but an email list remains a reliable way to nurture relationships, share an authentic voice, and build anticipation for future work.” ~ Chris M. Walker, Founder of Legiit and Serial Entrepreneur.
“I absolutely think authors need newsletters. Social media has lost its appeal as the algorithms make it difficult to get your posts in front of readers without paying for ads. A newsletter lets you communicate directly with people interested in your work. It’s the ideal connection.” ~ S.M. Stevens, award-winning author of Beautiful and Terrible Things: A Novel.
“Newsletters are one of the strongest assets an author can build for the future. They create a direct relationship with the readers that is not dependent on social media, platforms, or their algorithms. Unlike social media, emails enter your inbox, and you get to decide whether to open them. Since it is your space, they have your trust and attention. I tend to enjoy newsletters that have personality and some insight, and that teach me something. They shouldn’t sell me anything. Clarity and consistency are more important than the frequency of emails, in my opinion.” ~ Cameron Kolb, the founder of ExitPros.
“It’s not a ‘must,’ but I think authors should have a newsletter. It is a great way to interact with their readers and build trust that goes beyond the pages. It is also a great way to nurture readers from purchasing a book through to purchasing a high-ticket offer from the author.” ~ Liam Sandford, Best Selling Author & Public Speaking Coach.
“Newsletters are still very appealing to readers. Newsletters allow authors to connect directly with their audience and create a personal connection. Additionally, newsletters give authors and readers a chance to interact. Effective newsletters allow authors to create really wonderful, caring communities, and that is a huge appeal to readers. As someone who works with authors, I always encourage them to create a newsletter. While it’s not an absolute necessity, it’s a great way for authors to reach a wider audience and connect with people who want to support them. If you’re an author (or an aspiring author), your newsletter can act as your business card. Every post doesn’t have to be a big production. You can write about what inspires you to write, your favorite books, the writing process, and so much more. You can absolutely make a positive impact, connect with existing and new readers, boost book sales, gather feedback on what your audience is drawn to, and keep your work at the forefront of readers’ minds.” ~ Emily Deaton, editor and book coach at KWE Publishing.
“Newsletters still hold appeal, though they’ve changed over the years. I’ve stopped sending mine as frequently. I do a lot of in-person events, and I’ve had folks tell me they like knowing when a release happens, or if there’s an important update in the author’s life. It’s a delicate balance between informing the reader and becoming a nuisance in their life. In a world where we increasingly do not own the media we consume or have control of the platform where we sell, author newsletters are an important part of your marketing toolkit. What’s more important is knowing how to segment your audience so they’re getting the right messaging. Aka, the email targeting customers who have never bought gets sent to someone who already has the book. This is the real tricky part that will likely require some human intervention.” ~ Clare C. Marshall, author-publisher of Faery Ink Press.
“Author newsletters appeal to subscribers because they offer a more direct connection to authors whose work they enjoy. Right or wrong, we still see email messages as more personal than social media posts. When I get an author newsletter, it feels like the author is speaking directly to me. Social media content feels more like “mass communication.” An author should have a newsletter because they own their own mailing list. That’s not the case with social media. I know an author who used Facebook exclusively to connect with fans and readers. They didn’t build an email list and send a newsletter; they didn’t use any other social network for book marketing. Facebook owned and controlled the writer’s valued reader network. Then they were kicked off Facebook. The author lost everything. Everything. That can’t happen to your email list. Finally, an email newsletter is more likely to be seen than a social media post. I see every email message that arrives in my inbox. I’ll bet you do, too. With social media, it’s pretty likely that your posts aren’t even going to make it to my newsfeed. Or if they do, I’ll look away from the screen to sip my tea, and POOF! They’re gone.” ~ Sandra Beckwith, book marketing coach.
“Email newsletters are one of the highest ROI activities we can do as authors. The cost is minimal (paying for an email service provider and a domain), and it is a long-term investment that helps with book launches, builds communities, and generates trust and sales over time. When it comes to meaningful engagement and conversions, even a small, engaged list can outperform a large social media following. Your most loyal readers are the ones who are going to sign up, so it’s a fabulous way to stay in touch with them”. ~ Shelby Leigh, author and owner of Marketing by Shelby.
“A newsletter functions as an intimate, curated exhibition delivered directly to an audience, and it bypasses the noise of algorithms. Their appeal is undeniable. We saw a 40 percent increase in direct engagement from our artist spotlights last year, which proves people crave a singular, unfiltered voice more than ever. An author must treat their newsletter as a digital studio visit, not a sales flyer. In my experience, when curating artistic content, newsletters focused on the creative process achieve open rates above 50 percent, while purely promotional emails struggle to break 20 percent. The newsletter is an extension of your artistic practice, so its aesthetic and voice must be as carefully considered as your prose.” ~ Carla Nina Pornelos, General Manager at Wardnasse.
“In my own newsletter (emailed quarterly), I talk about the books I’m reading, the author events I have attended, conversations with other authors, and some fun things like single-panel cartoons that relate to reading or writing. What I avoid is going on at great length about my own books. People are bombarded continually with Internet sales pitches. I have no wish to be part of that. I simply want my newsletter recipients to feel as though they know me and are comfortable with the relationship. I also do not include recipes (although many other authors do) simply because I am a terrible cook, although I can warm up a can of clam chowder with the best of them. My publisher (Level Best Books, Olney, MD) has around 200 authors under contract, and some of us exchange newsletters. It’s a good way to stay in touch with one another and to create a sense of belonging to an extended family. I do look forward to receiving them, and I hope they enjoy mine as well.” ~ Greg Stout, author of the Jackson Gamble PI series.
“Having conversations will always have value, and newsletters are a way for authors to engage readers. The key, in my opinion, is to engage in these conversations like friends with shared interests. Readers don’t want to be told what to do (buy my book, share my post); they want to be entertained. Captivated. Intrigued. If you can have a conversation that does that, you won’t have to tell anyone to buy your book or share your social media post–they’ll do it automatically and with exponentially more enthusiasm because they can’t contain themselves.” ~ Monique Danielle, CMO and Co-founder of The Bookshelf.
“Newsletters aren’t about selling books. They’re about building relationships. And a relationship is what keeps readers coming back for a lifetime. Social media is rented land. Algorithms change, reach disappears, platforms fade in and out of relevance. A newsletter is owned space. It’s the one place where an author can speak directly to readers without interference, distraction, or noise. For storytellers especially, newsletters feel intimate. They read like letters, not marketing. They allow readers to step behind the curtain into the creative process, world-building, struggles, victories, and the heart behind the work. That kind of connection can’t be replicated in a 15-second reel. It’s the bridge between books. It keeps readers connected between releases. It creates anticipation, loyalty, and emotional investment. Most importantly, it allows readers to feel seen by the author—and, in return, to feel seen in the stories. That connection is priceless.” ~ Leslie Anne Lee, award-winning fantasy author and screenwriter of the Legends of the Vale series.
I hope this article provided you with a few useful ideas. I would be honored if you shared this on social media. And speaking of sharing, please share your ideas and experiences below. Together, we can build an uplifting community that supports each other’s happiness, well-being, creativity, and success.
