All About Newsletters
Guest blogger Adam C. Mitchell explains why we really, really should have newsletters in our arsenal for marketing.
Delving Deeper into Marketing Your Book
So you have decided to create an e-mail newsletter. Well, good for you! But did someone plant the seed in your head and you have no clue what they’re talking about or how to make it happen? Worry no more, my writing friends - I’ve got you covered. Whether you’re a tech newbie or just want to make sure you hit the ground running, all your newsletter conundrums are answered here. Let’s start with the basics…
What is an E-Mail Newsletter?
Basically, a newsletter is an email sent out to a list of people, who have already signed up to your website subscriber list. The newsletter can contain content such as guides, blog posts, news, products reviews, personal recommendations, tips, announcements and other resources that suit your brand.
Newsletters are an essential part of the email marketing strategy and brand building for the budding writer, as they allow you to build a strong relationship with your readers. By sharing insights and highlighting new book offers, you can drive traffic to your website and establish yourself as an author.
Advantages and Drawbacks
The immense popularity of email newsletters among authors isn’t a coincidence. Email marketing is, after all, one of the most effective marketing channels for those writers on a tight budget, so let’s take a look at the many advantages.
1. A newsletter is a constant source of traffic
One of the main reasons for creating a newsletter is that it generates regular traffic to your author website. Engagement on social media platforms like Facebook isn’t as strong as it used to be, so you need a two-prong assault. Your newsletter is the best back-up weapon you have to offer.
2. You will benefit from increased visibility
Banner advertising is rarely noticed these days and written press releases are often ignored by journalists and online editors. Luckily, this is not true for newsletters. Emails that reach someone’s inbox are usually seen and, as long as the subject line is appealing and the sender is recognised, the likelihood that they will be opened is high. Make sure that your newsletter is well designed and contains relevant content, as this will increase the number of clicks on the calls-to-action.
3. It can generate considerable savings
When you’re self-publishing, saving money in marketing is important, so newsletters should be a top priority. Don’t underestimate how much money email marketing saves you, when compared to other marketing tools. Paid advertisements like banner advertising, Facebook Ads and influencer marketing are considerably more expensive, as the cost of newsletter software is usually low - if not free.
4. Easy performance measurement
The success of a marketing tool is based on whether it reaches the target audience or not, and in order to find this out, performance must be measurable. Luckily, your newsletter software will have ways to view all the relevant statistics such as open rates, click rates, unsubscribe rates, bounces, which user terminals were used to open the newsletter and when, which links are clicked on and so much more.
5. Easily linked to other online marketing channels
Newsletters and other marketing tools such as social media can be easily and effectively combined. And they can reach recipients anywhere, regardless of whether they are in the office on their work computer or on the go with smartphones, emails can be opened and read anywhere.
Alas, where there’s yin, there is yang. Even if email newsletters provide many benefits, they also have a few shortcomings.
1. Absence of physical haptics
Unlike analogue advertising media like brochures, flyers or magazines, there is no haptic experience with email newsletters. For instance, a desk calendar is visibly looked at all year round. Emails, on the other hand, do not have a physical presence. This makes them easily forgettable and less durable.
2. Ease of newsletter deletion
The fact that emails tend to be deleted more quickly and are less intensively read than other media cannot be denied. There are many reasons for this: a full inbox, unappealing subject lines or content that is not relevant can result in your newsletter ending up in the trash. Even if you minimise some of these inhibiting elements, a 100% interaction rate can never be guaranteed. This is true, not only for newsletters, but for all marketing tools.
Looking at the big picture though, it’s clear that the benefits by far outweigh the drawbacks, so if you’re serious about establishing yourself as an author – start a newsletter!