by Edie Melson @EdieMelson

I know it seems that the to-do list of an author goes on and on. But in short, the answer is yes. We each need an author newsletter in addition to the connections we’re making on social media. The reason for this is simple, we don’t control the environment on social media. We can’t be guaranteed to always have access to those we connect with there.

When we have a newsletter, we have list that we own and control.

And before you ask, yes, you need both—social media connections and a newsletter.

Our interactions on social media will, for a large part, drive the sign ups for our newsletter. It will prove that we have something valuable to say.

How Often Do I Generate a Newsletter?

The cool thing about a newsletter is this—it only needs to go out 3 – 4 times a year. As a matter of fact, you don’t want it to go out more than 4 times a year. Here’s why:

1. It’s hard to come up with that much original content. (More in a minute on what to put in a newsletter.)
2. Readers really won’t read a newsletter that’s sent out more than 4 times a year.

What Do I Say in a Newsletter?

This is important. Those who sign up for an author’s newsletter are to be highly prized. These folks have gone the extra mile to connect with us. Because of that, we need to reward them with extra special content. They deserve things that others—who don’t bother to take the extra step—don’t have access to. Here are some ideas:

1. These are the people who should hear about good news first. They are the first ones you tell about a new contract, the first ones who get to see your new cover design, the first ones to see your bookish good news.
2. These are the ones who deserve original content. That means if you write to them and include a devotion, it needs to be a new devotion, not one that’s recycled from your blog. Later you can repurpose that content, with some tweaks, and use it elsewhere.
3. These folks get the freebies. It’s important to generate downloads and freebies to thank them for signing up for your newsletter. BUT, don’t forget the folks who signed up last year. Make sure that any new freebie is also available to anyone who’s already signed up on list.

Nuts and Bolts of Starting a Newsletter

Personally, I’m a HUGE fan of MailChimp for my newsletter. They know how to do it right—and they’re good about providing tutorials on how to manage the process. Beyond that, your first 2,000 signups are free.

WARNING: It’s illegal to just put people on an email list without their permission. Just because you’ve emailed someone in the past doesn’t give you permission to add them to a list. It’s also required by law that any bulk email has the unsubscribe option clearly visible and working. Professional newsletter companies like MailChimp, utilize a  double opt-in feature. This means the reader clicks on a link to subscribe then receives an email verifying that they did in fact subscribe.

When MailChimp (or another company) actually sends out your newsletter, it comes from your email address. I’ve heard some recent rumblings that  Yahoo, Hotmail, and now Gmail accounts are being bounced as spam. I’m not able to verify that specific information, but I’m investigating further. Truthfully though, there will be a certain amount of bounces no matter what email address you use. Companies are always making changes to firewalls and while newsletter providers do a good job of keeping current, there’s always a little lag time.

Don’t despair, having an author newsletter is just another step in building a loyal audience. So wade in, the waters fine, and none of us is in danger of drowning!

[reminder]Do you have an author newsletter? Share your experiences.[/reminder]

Edie Melson—author, blogger, speaker—has written numerous books, including her most recent, While My Child is Away. She’s also the military family blogger at Guideposts.org. Her popular blog, The Write Conversation, reaches thousands each month. She’s the director of the Blue Ridge Mountains Christian Writers Conference and a member of the Advanced Writers and Speakers Association. She’s the the Social Media Director for Southern Writers Magazine, Social Media Mentor at My Book Therapy, and the Senior Editor for NovelRocket.com.