Creating Author Newsletters: Why They Matter (and the Do’s & Don’ts That Make Them Work)

In today’s crowded digital landscape, authors are constantly searching for meaningful ways to connect with their readers. Social media is helpful, but it can be fleeting, algorithm-driven, and unpredictable. It can also be tricky to find your audience at first. 

That’s where an author newsletter becomes one of the most powerful tools in an author’s digital marketing toolkit.

Unlike social platforms, a newsletter is something you own. It allows you to communicate directly with readers who have already raised their hand and said, “I want to hear from you.” When done well, an author newsletter builds loyalty, drives book sales, and strengthens your long-term author brand.

Before diving into the do’s and don’ts, let’s talk about why having an author newsletter matters in the first place.

Why an Author Newsletter Is So Important

An author newsletter is more than a promotional channel, it’s a relationship-builder.

Here’s what a strong newsletter can do:

• Create a direct line to readers without relying on social media algorithms alone

• Build anticipation for ‘breaking news,’ including upcoming releases, events, and announcements

• Drive consistent book sales over time- not just at launch

• Humanize you as an author by sharing your journey, inspirations, and insights (“Behind the scenes” notes tend to work well here)

• Establish trust and familiarity, making readers more likely to support your work
  
  

Even a small, engaged email list can outperform thousands of passive social media followers. We’ve said it before, quality matters far more than quantity, and this continues to be true in an author newsletter.

Who Should You Send Your Author Newsletter To

An effective author newsletter isn’t about sending emails to everyone- it’s about reaching the right people. Your list should be intentional, permission-based, and built around readers who genuinely want to hear from you.

Build your newsletter list from meaningful, organic connections, such as attendees at your author events, readers who sign up through recent promotions, and your ARC readers or launch team members. It’s equally important to make it easy for new readers to opt in. Promote your newsletter on social media, your website, and at the back of your books, and invite people to “join your list” if they’d like to stay connected.

In general, a few dozen engaged subscribers who care about your work and are likely to interact with your content will always be more effective than sending an email to a thousand people who have no real connection to you or your writing. Quality, and genuine interest, matters far more than quantity.

The Do’s of Author Newsletters

Be Consistent (But Realistic)

You don’t need to email weekly to be effective. Monthly or even quarterly newsletters can work beautifully, as long as readers know what to expect. Choose a cadence you can maintain without burning out yourself or flooding the reader’s inbox!

Provide Value Beyond “Buy My Book”

Readers didn’t sign up just to see sales links. Mix in content such as:

• Behind-the-scenes writing insights

• Personal reflections or inspirations

• Research snippets or fun facts related to your genre

• Exclusive previews, deleted scenes, or early announcements

When readers feel they’re getting something special, they stay subscribed.

Keep Your Voice Authentic

Your newsletter should sound like you, not a marketing brochure. Write the way you speak. Readers connect most with authenticity.

Include Clear (But Gentle) Calls to Action

Whether it’s pre-ordering a book, attending an event, or leaving a review, let readers know how they can support you, but do so naturally and sparingly.

Make It Easy to Read

Short paragraphs, bullet points, and clear headings go a long way. Similarly, you do not need to make your newsletters very long. Most readers are opening emails on their phones, clarity is key.

The Don’ts of Author Newsletters

Don’t Overwhelm Your Readers

Long, dense blocks of text can be intimidating. If you have a lot to share, link out to your website or blog instead of cramming everything into one email.

Don’t Apologize for Showing Up

Avoid opening with lines like “Sorry it’s been so long” or “I know I haven’t written…”. Readers are happy to hear from you, even if it has been awhile, no apology needed!

Don’t Make Every Email a Sales Pitch

Constant promotion is one of the fastest ways to lose subscribers. A good rule of thumb: inform and connect more often than you sell. Ask yourself, what am I giving to my readers that benefits them this newsletter?

Don’t Ignore Your Subject Line

Your subject line determines whether your email gets opened at all. Keep it clear, intriguing, and aligned with what’s inside, no clickbait required.

Don’t Forget to Invite Engagement

A newsletter doesn’t have to be one-sided. Ask a question, invite replies, or encourage readers to follow you elsewhere. Engagement builds community!

Final Thoughts: Start Small, Stay Genuine

If you’ve been hesitant to start an author newsletter, remember this: it doesn’t need to be perfect to be effective. Start small. Be genuine. Focus on connection rather than perfection.

Over time, your newsletter can become one of the most reliable, and rewarding, ways to grow your readership and share your work with people who truly care about it.

If you’re an author looking to strengthen your marketing efforts, a thoughtful newsletter is a powerful place to begin.

Looking for more author marketing guidance?

Sunbury Press is proud to support our authors beyond the page- offering resources, insights, and expertise to help you build meaningful connections with readers. Stay tuned to our blog for more tips designed to help authors grow, engage, and succeed.

Have specific questions? Send me an email kcressman@sunburypress.com