Please note: This website recently underwent a re-branding so some of the photos present in this post are no longer consistent with the aesthetic of this website and other marketing. However, these images still serve as excellent examples for the tips I provided so I’ve kept them in.

Why do I need an email newsletter?

I sincerely hope you’re not asking this question, but if you are, don’t fret! I’m here to give you the zero-bull answers and actionable advice (how’s that for alliteration?) for creating an email newsletter that doesn’t suck. On paper, an email newsletter is a marketing campaign through which many corporations and entrepreneurs alike contact consumers and convert clicks to cash (okay, enough alliteration, I get it.) But in practice, it’s more complex and incredibly valuable. I can’t remember where I read or heard about it but apparently now, in the digital age, someone’s email is worth more than oil. Can you believe it?

An email newsletter is a valuable tool that every entrepreneur, writer, editor or freelancer should have in their toolbox. Newsletters allow you to advertise products and promotions to recipients in ways other advertisements can’t—you can give your readers special VIP access to content, discounts, and so much more. But there’s more to it than copying and pasting your most recent blog post into your email box. No—that’s how you get readers to unsubscribe, real quick. It takes some doing, but newsletter campaigns are an important and valuable way to connect with your audience. When I send out emails to my subscribers, they’re getting content they won’t find anywhere else.

There are some things to know before you jump off in the deep end of launching your first email marketing campaign.

Keep these in mind:

I always say authors should treat email newsletters like love letters, only not quite so romantic. You want them to be beautiful and actionable and you don’t want them to end up in the trash. Follow these basic guidelines as well as the extra mile tips to ensure your specially crafted newsletter translates to sales.

• Respect your subscribers’ privacy.

  There is nothing more annoying than getting emails you didn’t sign up for. Of course, coming by someone’s email isn’t always easy, which is why getting them to subscribe in the first place is the biggest hurdle here. But you should always be considerate of the fact that they agreed to subscribe to your email list on the promise that you will deliver relevant, useful content and use their email for nothing else.

• Don’t spam subscribers.

  Okay, maybe I lied before—the only thing more annoying than receiving emails you didn’t sign up for is getting your email inbox blown up. The number one reason I unsubscribe from an email list is when I get tons of irrelevant, non-useful, annoying emails. Subscribers don’t need to be updated 24/7 and you should be too busy to be sending out multiple emails a week anyways. If you need anymore convincing, its illegal to spam someone’s inbox, so at the very least, out of self-preservation, heed this advice: don’t spam.

• Be professional, even if you’re not one (yet).

  When it comes to email newsletters, you can get comfortable and friendly with subscribers, but be professional. You never want to send out unfinished, unbranded, unedited, or remotely incomplete emails. Additionally, typos, broken links, and content movement is inevitable. To avoid this, send out a test email. Test all the links, read your email carefully, and ensure it translates correctly to mobile. I always send my email campaigns out on my secondary, personal email account. This way, I can see exactly what my subscribers see.

• Be consistent.

  Subscribers are kind of funny in that they want routine, normalcy, and consistency in the content they consume. That’s exactly why YouTubers have upload schedules and TV channels air certain shows at the same time every week. This is important because when you reach out to your audience consistently, you build trust and recognizability with your audience and drive traffic to your site on a regular basis.

• Add value first, then call to action.

  This might be the single most important tip in this entire blog post, so if you take away anything at all, please, dear reader, let it be this. I always tell my clients that the single best way to separate yourself from the competition is to add value first, then call to action later. What do I mean by that? Don’t expect your audience to do anything for you if you can’t provide them with plenty of useful, knowledgeable, or actionable advice beforehand. You wouldn’t subscribe to a YouTube channel without first knowing that you either a) enjoy the personality/humor of the YouTuber for entertainment or b) have found their channel is loaded with helpful, actionable advice, tips, tricks that are relevant to you.

  This is no different for your subscribers. The easiest way to achieve this is to think of your experience, knowledge, and findings as your product. As an online content creator, generosity first is always the way to go. By providing value to your subscribers, first, you’re essentially giving them a sample of the widely helpful content found all over your website and other social media platforms. Think of the value first approach as the sample lady at Costco. She’s the best, right? We love you, sample lady. Anyways, she is doing exactly what you should be doing and that’s providing you with value you first, so you’ll come back for more, later. Too bad you can’t come back for seconds of the samples. But if your content is truly helpful and relevant to the reader, they’ll be more than happy to subscribe—or as far as our analogy goes—pick up the full-size product.

  So how do you do this? Consider using freebies—free, downloadable content that is filled with useful, actionable advice, field hacks, or exclusive content. Amy Landino entices readers (and listeners of her podcast) to sign up to newsletters by offering her list of seven tips for going after the life you want. Shayla Raquel does the same by offering her Pre-Publishing checklist via email for all new subscribers. Jorden Makelle, from Creative Revolt, offers instant access to her free marketing class for freelance writers upon subscription. I offer my Consistent Writer Checklist to my potential subscribers. See? Offer access to useful, irresistible content that subscribers will gladly give you their email for.

• Don’t repost your blog post in your newsletter. You’ll see waaay more about this as you scroll down, trust me. But if you make peace with it now, then you can laugh at all the times I included it in this blog post. (Some people just don’t get it, what else could I do?)🤷

Okay, now that you know the basics, lets talk about some of the creative, more exciting aspects of email marketing.

What can I talk about in my emails?

As a book editor, and fantasy writer, it’s unsurprising that most of these topics will revolve around the publishing world, but they’re relevant to any content creator. Do not just dump your blog post in your newsletter. Don’t.

• Add anything that adds value to your emails and shows off your personality!

• Advanced reader book copies (ARCs)

• Behind-the-scenes as a writer/content creator

• Best tips and tricks that go with your content’s topics/message

• Book reviews or featured books (products related to your niche are great)

• Case studies that demonstrate how your information or service has helped someone

• Contests/giveaways

• Checklists

• Deleted scenes and alternate endings to your book (content creators that aren’t in publishing, you can send bloopers or reject photos from your camera roll that just didn’t quite make it to Instagram)

• Events

• Exclusive Email-only discounts

• Free, downloadable resources

• First book in your series (this is great when you have the series already completed)

• First chapter in your book (be sure you have formatted as a PDF, mobi, and epub)

• Helpful printables (character sheets, NaNoWriMo kits, budgets, planners, calendars, bucket lists)

• Hobbies and other interests (inside looks such as photos, videos, and writing that revolves around your hobbies, that might not be as well known on your website or social media)

• Inside looks and updates publishing process (budding authors are so eager for these sneak peeks!)

• Inside scoop on the research process

• Interviews

• Launch team invitation

• Lists (current favorites, sites, books, podcasts, tools, software)

• Motivational or inspirational advice that applies to your field

• Photos of people and places that inspired your book

• Playlists for your books (Abbie Emmons and tons of other writers do this to get in the right headspace for writing, but readers love getting inside looks into the process—and content around your novel, published by you is canon!)

• Printable poster (Natalie Brenner did this with preorders)

• Printable Christmas Ornaments (The Chicago Graham School did this with their Chicago Manual of Style)

• Round-up of most popular blog posts (fan favorites)

• Sneak peeks (book cover, teasers, excerpts)

• Upcoming events/book signings/readings/Facebook Live events

• Videos

• Video series (Amy Landino does this with her Secret Podcast on her Patreon)

• Your story (how you first got into writing, what inspired your recent book)

Here’s an example of one of my giveaway emails:

Alright, now that you not only know the basics, but you’ve got a pretty good idea of the kind of value you can deliver straight to your subscribers’ inbox, but how do you actually set up a newsletter campaign? Do you just…send emails manually? Yikes! Of course, it’s not that labor intensive, but it will take some work beforehand. Once you’re all set up, you can send emails regularly, like a pro! (Even automated ones!) I’ve organized the following sections into two lists—the first explaining how to set up the email campaign and the second that shows you simple, easy-to-execute ways to go the extra mile and stand out from competition.

Setting up your email newsletter

 Step one: Buy a domain name email address. It’s likely if you’re reading this that you already have a website and that’s how subscribers are signing up for your email list, but if that’s not the case, I want to know your secret! Also, you’re going to need a domain name and email address. Gmail and other email services don’t like it when email newsletters come from third-parties without a domain email address. These email platforms are much nicer to you when your third-party emails come from a domain email address. When using online marketing tactics, the path of least resistance is always your friend. In fact, back when I used wonderforestofficial@gmail.com Gmail would hide my email newsletters in spam folders. That is definitely not the goal here, so to make sure your special, handcrafted email newsletter doesn’t get thrown in the trash, use a domain email address. Purchase your domain email address from Google Domains and add the new address to the settings in your third-party email server.

Once that’s done, be sure to verify and authenticate your domain. Email authentication improves deliverability. It’s a sender identification tool that helps keep your emails out of subscribers’ spam folders. Think of it as shiny, metal namepin (compared to a sticker nametag). If there’s a second major takeaway from this blog post, it’s that you really, really need to verify your domain.

Step two: Pick a campaign manager. If you use Squarespace, it might make more sense to use their built-in email campaign interface because it’s easier to work with but it can be quite limited with some elements. It currently does not support code injection, social icons, or file attachments. On the other hand, Squarespace email campaigns work seamlessly with your website.

Alternatively, you could use Mailchimp or another email campaign manager. These two are the most popular, but it’s totally up to you. Mailchimp is a little unconventional but it has a lot of capabilities.

Both of these options (and most others out there) offer free accounts with basic capabilities as well as different tiers for paid accounts with all sorts of additional features. Please note, automated emails are free with Mailchimp and require at least, the $14/month plan from Squarespace and free accounts with both services do not allow you to hide their branding (the Squarespace or Mailchimp logos will be at the bottom of your emails).

Mailchimp branding at the end of emails for free accounts:

Click here to view Mailchimp’s pricing and plan features

Squarespace branding at the end of emails for free and some paid accounts:

Click here to view Squarespace’s pricing and plan features

I have used Mailchimp, but currently, I use the Squarespace email campaign manager, so most of the tips in this guide will be for these two services. I won’t go too in-depth with the features, but I’ll include links to the respective guides.

Step three: Enable social sharing images (Squarespace) or social cards (Mailchimp). Social cards allow people to show off an image, headline, and short description when they share your newsletter on social media. I’ve included a photo of a Facebook social card for my website so you can get an idea. Not only does this ensure the link back to your newsletter look professional, but it adds to the overall consistency of your brand and makes your newsletter look uniform with the rest of your branding. You can click here for a guide to adding social sharing images in Squarespace or social cards in MailChimp.

Step four: Add click-to-tweet features to your newsletters. Your true, passionate readers want to help you, so make it convenient for them. Like I said earlier, the path of least resistance is key. If you say something inspirational or encouraging in your newsletter, then write it again in a bigger font and hyperlink it with the click-to-tweet link. Additionally, anything that is particularly clever or funny is gold for click-to-tweet links because readers are more likely to retweet something they found striking. Be sure to add your Twitter handle, the line of text you want tweeted, and the link for your current email newsletter and bam—easy, autonomous marketing! And the subscriber is none the wiser.

Step five: Set up autoresponders. An autoresponder sends an email series after the subscriber has been put on your email list. Autoresponders go out even when you’re sleeping! Note that this is different a campaign. Set up a series to tell the reader more about you and give them that value (freebie) they willingly signed up for. Chances are, if they signed up, they already read something of yours they enjoyed and would like to learn more about you. Set it up so that it sends a couple of emails out over the following week to keep you fresh in the reader’s mind and build on that relationship.

Autoresponders in Squarespace are under the Automation Tab in the email campaigns manager, and automation in Mailchimp, under the Automate Tab in the main navigation.

Step six: Create a promotional pop-up or cover/landing page and an opt-in page. The promotional pop-up is a dialogue box that pops up when users enter your site. The cover page is a simple one-page website that is connected to your site and acts as a flashing arrow to your newsletter. Be careful with the pop-up though, because it there is too much going on or if it’s too hard to get past it, subscribers will give up and leave. Whichever you go with, on your website, create an opt-in page where the entire emphasis is on signing up for your emails. By making it a page instead of just a newsletter block, you can easily add the link to Instagram or use it in Facebook groups. I always suggest this because it is much prettier and simpler than a) an ugly MailChimp link or b) saying, “Just go to my website, and on the home page, on the right-hand side, scroll down halfway. . .”

No—just no.

Keep it simple, beautiful, and mobile-friendly. Redirecting new subscribers to your personal Facebook group allows you to engage with them better and form stronger relationships. One of my clients has a Facebook page set up for her book, where readers are directed so they can connect and share their thoughts on the novel. She often engages with her subscribers there and thus builds stronger relationships with them, not only as a writer, but as a person.

Step seven: Deliver on your promise. If your subscibers gave you their oh-so-valuable email address on the promise that you would give them some kind of freebie, then you better deliver. I unsubscribe SO FAST from email marketing that is just there to make a quick buck and doesn’t deliver. If you say you’re going to give me the first few chapters of your book, then link several versions of it. If you say you’re going to give me a free e-guide, the download link better be there.

Like I mentioned earlier, Squarespace currently doesn’t allow code injection or file attachments to their emails. I get around this by creating unlinked pages on my Squarespace website and putting multiple buttons with download links there.

Here’s what the email with the link to the download page looks like:

Here’s what the actual download page looks like:

See? For my freebie, the Consistent Writer’s Checklist, I offer four formats to chose from. And in my automated email, I provide them with the download page link. I also tell subscribers why they have to make so many clicks to reach the download, but hopefully Squarespace will support file attachments and code injection in the (very) (near) future.

Stand out from the competition with these simple steps

Use your name in the from field and the subscriber’s name in the email header. If you’re using your own publishing, website, or blog name, you might have more luck getting subscribers to open the email switching to your name (or for some authors, your pseudonym). I made that switch earlier this year, and it increased my open rate when subscribers saw emails coming from Payton rather than my company name, Wonderforest.

To set this up, make sure your newsletter form requires names and emails for submission and follow this Mailchimp guide here or keep reading for Squarespace.

To address the subscriber by name in Squarespace, go into your email campaigns manager and begin a new email campaign. You can design it as you like, but for the purposes of this guide, I am going to assume you wrote “Hi,” at the top of the email. Follow “Hi” with an open curly bracket or “{“ to reveal a drop-down list of options. Squarespace has coded this so that your newsletter automatically pulls names from your storage (Google drive or something similar where your list is stored) and places them straight into your email.

Additionally, you can add a substitute name to call your subscribers if you already have a running list with subs that somehow didn’t add their name in the name field of your newsletter form. This way, it still has a personal touch.

If you use Squarespace campaigns, I HIGHLY suggest you add a secondary email to your newsletter list so you can clearly see what it looks like as a subscriber, since any email you send to your main email (that either sends owns the domain OR sends the newsletter out) will always say, “[Test Email]” in the subject line and and may not format the subscriber names correctly.

What it looks like on your end:

What it looks like to your subscribers:

Spend time on your headline. This is where my experience in journalistic writing is so handy, because as a journalist, the fastest way to grab or lose a reader’s attention is in the headline. However, you should keep in mind that certain words in email headlines automatically trigger emails and send them straight to spam—words like free, call now, or bonus. Most modern email services are designed to help eliminate spam emails and there are so many things to be mindful of to ensure your newsletter doesn’t end up in the wrong folder.

If you’re following the rules in this blog post, you’re sure to land it in the inbox, every time.  For more reading on designing inbox-safe, compelling headlines, CopyBlogger has a fantastic guide. Another way to stand out (especially to millennials and younger readers) in your headlines, is using emojis or emoticons! I prefer the surprised face, the crying-laughing emoji, and the explosion emoji because they’re interesting, funny, and relatable. 😲 💥 😂

For the headline guide from Copyblogger, click here.

Add a short bio and photo. Just because someone subscribed once, (and likely just to get access to the freebies, let’s be real) doesn’t mean they always remember who they subscribed to. It’s nice to remind them who you are. This also helps subscribers build trust with your brand because not only are they getting to know a little bit about you along with the content, they are putting a face with the name and the brand.

See how I introduced myself, directed them to my other sites, and told them what to expect from my newsletter and other social media? Do this to make your emails more personal and to help your readers put and keep a name with the face.

Speaking of which, you can also include a small profile picture or your signature to your email. I would recommend NOT using your real legal signature. Instead, use your author, artist, or business signature. Alternatively, you can create a faux signature in Canva, like I did. In real life, I sign my documents with a little star, so I tried to keep that personality with the heart sticker I added to my faux signature. This font is called The Artist Script which is available with Canva Pro. I also recommend The Something Script. These two script fonts are great because they look less like a font and more like actual handwriting.

If you have a signature you’d like to use instead of Canva, you can either sketch it out with a drawing tablet, or go old-fashioned by writing it out a couple of times on paper and then taking the best one and photo-copying it. I prefer using Canva or a drawing tablet because you can create an image with can be resized and won’t lose it’s quality with any adjustments that are made, but I completely understand that not everyone has access.

Be a person first and a sale, second. Just because all the big creators are pushing book sales 24/7 doesn’t mean you have to. Thankfully, there are still some big authors who don’t do this. You’ll do a much better job of selling your products/services if you establish a relationship with your readers—not hound them to click the buy button. I’ll say it again for those in the back, action first, value later. Hey, maybe I should make that into a click-to-tweet for this blog post!

Don’t give people a reason to unsubscribe. In fact, make it nearly impossible for them to want to do this. If your headline tells them they’re going to get a free download, then make sure the free, downloadable content is there. Additionally, if you're emailing them constantly, it's going to get old quick. Same goes for using click bait—you’ll probably have some angry subscribers. Send every email with intention and think before doing it. Ask yourself, "Would this make me unsubscribe?"

Segment your email newsletter list. Emails are not one-size-fits-all. Certain emails will be better suited for your loyal subscribers and others might be better for the new subscribers. Set up one set of emails for the true fans and another set for the newbies. Additionally, segmented lists are useful in getting rid of subscribers who never read your emails.

Add your socials. Include links to your other social media accounts (with the proper branding), follow and share buttons to your newsletter. Don’t arrange them too close together because you’ll have too many call-to-actions in one spot. I like to keep my follow buttons at the top beneath me logo, and my share buttons at the end of the email. Like I mentioned earlier, Squarespace doesn’t offer this feature yet, so I just use good, old-fashioned links. I only link to the sites I have linked on my website (Facebook, Instagram, Twitter, YouTube, Goodreads) in my emails, but you can add as many as you like! Just don’t let it get cluttered.

Pro tip: For adding links to a Squarespace email, use line breaks, or “|” between links to keep everything separate and orderly.

Social links at the bottom of this website:

Social links at the bottom of my email:

See? Not only keeping consistency via the social links I include, but also with my witty coffee comments!

Keep a close eye on un-subscribers and spam complaints. Don’t get too hung up on anyone that unsubscribes from your email list. It’s not a big deal, because you don’t want them on your list anyway if they aren’t reading the emails. Trust me, you don’t—numbers don’t matter if they don’t care. But if you get several unsubscribes after one certain email, then you might want to pay attention. Did you do anything that might’ve caused so many people to opt out?

As far as abuse complaints are concerned, that shouldn’t be happening unless you’ve opted them in without their permission, purchased lists, or hidden your opt-out link. These are all important parts of being a respectful newsletter email-er. Your opt-out link should be easy to find—either at the top or bottom of the email, in a normal, nondescript font. As far as willfully opting people into your newsletter list goes, Just. Don’t. Do. It. Seriously. It’s as bad as buying followers on Instagram—it complicates data and fills your subscriber list with a poor representation of your audience.

Unsubscribe people who do not read your emails. One Shayla Raquel’s most effective campaigns was when she sent an email out asking a segmented list if they still wanted to write a book. “This would prompt them to either unsubscribe or respond to me. Once they responded, I asked them how I could help, which meant they were engaging again.” she said. Like I said previously, do not keep people on your list if they never read your emails. It skews your analytics. Either re-engage them or unsubscribe them—it’s as simple as that.

Check out Shayla’s blog here.

So why were the previous two sections so worried about skewing the data? That brings me to my final tip for sending effective email newsletters and that’s to keep track of reports to better understand your demographic. Mailchimp and Squarespace both have excellent information on your demographics, which you can then use to adjust your newsletter according.

You’ll notice that you have subscribers across the globe, opening your newsletter at different times in different time zones! You can also see exactly what your subscribers are clicking on the most, which will help you narrow the focus of your content. Getting niche is important in the content creation industry because it helps you avoid falling into believing in oversaturation. (I have an entire other blog post on that here. Don’t even get me started.) You’ll begin to have confidence that you’re producing quality content and your subscribers are enjoying what you have to share with them.

You can also use this information for other marketing strategies like Facebook ads, which are proven to be effective because of Facebook’s brilliant ability to accurately display relevant advertisements to potential subscribers.

Bonus Information

1. How long should an email newsletter be? What’s the difference between a newsletter and a blog post? Can’t I just repost my blog post in the body of the newsletter? Should I keep the word count to a certain minimum? The truth is there are no hard and fast rules to writing email newsletters and that’s because they are often specific to the creator and the type of content being shared. I would recommend no more than a page and half, depending your topic and message. Use the KISS method—keep it simple, sweetie.

Of course, the more relevant value you can add, the better, but don’t overload subscribers. Leave the long-form content to the blog. Look at the photo on the right. As you can see, this email is so long I had to zoom out more than 200% to see the whole email on one screen. That’s too much. If you really must share that much, include an email-exclusive download link to a PDF. Don’t forget the freebies!

However, do not, and I repeat: DO NOT REPOST YOUR BLOG POST into your newsletter. Why would I willingly give you my email for something I can find on your blog? The answer is no, I wouldn’t. If there’s somehow a third major takeaway from this post, it’s this: don’t repost content. Instead, you want to deliver irresistible, exclusive, and valuable content to your subscribers’ inboxes. It is okay to notify subscribers of a new blog post this way, but copying and pasting content is just awful. Don’t.👏 Do. 👏 It.👏

2. How often should I send out newsletter emails? Like I said in the section waaaay earlier about spamming, don’t send newsletters out too often. It’s annoying to go from a satisfying Inbox (0) to having a non-empty inbox in a matter of hours, every day. I can already think of a few companies that ruin this satisfaction for me. Now, naturally, I would be thrilled to receive an email from someone I happily subscribed to for valuable content, but the truth is I don’t want emails all the time and neither do your subscribers. If that isn’t enough of a reason—you shouldn’t need or want to create that many newsletter campaigns and that much exclusive content.

3. How can I make my emails sound more human and less-computer generated—less like marketing copy? Let me tell you, this is not the time to whip out your clever marketing copy, not even a little. I’ve already touched on this topic in the section of tips for how to set yourself apart from competition, but here’s the main idea: Only you can be yourself, and only you have that uniqueness and advantage. Just carry that notion into your email newsletters. Talk to your subscribers the same way you would to a friend over coffee. Treat your subscribers like the VIPs they are and let them in.

Be your adorable, quirky, nerdy self and gush about the things you love and are passionate about (in my case, that is in fact, coffee and the Chicago Manual of Style) Kevin Kelly talks about having 1,000 true fans—that to be successful, you don’t need millions of followers, you just need 1,000 true fans. Your subscribers are your true fans, number one cheerleaders, and VIP’s so build true, meaningful connections with them.

Read Kevin Kelly’s essay about 1,000 true fans here.

I asked—then you asked and I answered.

I asked some of my editor and writer friends for questions for this blog post and they came through! Below are some of the most asked questions and my answers to provide you with a little more guidance to email newsletter marketing.

I've struggled with doing a newsletter mainly from a time perspective and what I should talk about in it. So, I would love to see some suggestions on this :D -Stephen Howard from the Developmental Editors group on Facebook

I’ve sort of addressed this in the beginning of the post, but I’ll expand on it. In addition to all the freebies, you should have some text in the newsletter and that will depend on your field, specialization, and personal interests. As an editor and writer with background experience in both art, computer science, and marketing, I have a wide range of topics to explore in both long and short form content. I suggest you explore your field and see what the competition is doing. See how you can do the same but in your own way and with more value. Additionally, there is not a best frequency to send out emails. I suppose it depends on the type of content and how much you have to share, but I prefer at least once a month, and if I am doing a series or something special on my website, I will send out additional emails as needed. I know some people who send out bi-weekly emails and it’s really just up to you. See what volume of emails works best for your schedule, what makes sense for your content, and what response you get from subscribers so you can adjust accordingly.

 I feel like I'd instantly run out of things to say! Also, how to get people interested in signing up for the newsletter if you don't have something to offer in exchange like a downloadable? (Or should you just make sure you've developed some resource you can use to encourage subscribers?) -Laura Elizabeth from the Developmental Editors group on Facebook.

I answered this above, but there are millions of topics out there, so I’d suggest exploring the competition in your field and seeing what you can do differently. And yes, you should create something first so you can give your potential subscribers a reason to subscribe. I prefer to set it up so that the item in question arrives by email once they’ve confirmed subscription. I know from personal experience that if you deliver before they confirm their email, then your confirmation email just ends up in the trash.

Why email marketing? Why do I grow my subscriber list? How do I figure out what to write about? What’s the best time of day to send emails? How often should I send emails to customers? -Geoffrey Andaria Shivayanga from the Writers Helping Writers group on Facebook

Email marketing is an incredibly valuable and highly coveted asset in the digital age. Like I said, emails are worth more than oil, and while it’s hard to believe, it’s true. An email is one of the most sacred spaces in the online world and it takes a lot of work to make your way into someone’s email inbox. It’s a personal way to contact someone and it’s one way you can be pretty certain your message will be read, as opposed to direct messages on social media, where tons of messages go unread for long periods of time due to the sheer volume the page owner receives on a daily basis.

You should be nurturing and growing your subscriber list because it will ensure people are reading your content, following you and your work and these are the type of people who will buy your products/services.

There is no best time to send emails, and like I said, you’ll notice your subscribers come from EVERYWHERE, which means multiple time zones. So, I suggest picking a good time to send emails that’s practical and sustainable for you. And again, you should send emails as often as it makes sense to do so.

Examples of email newsletters that don’t suck

Amy Landino’s Boss Notes email newsletters

Shayla Raquel’s writing advice email newsletters

William Bernhardt’s Red Sneaker Writer Newsletter

Let’s recap

At least cover the basics

• Respect subscriber’s privacy. 🗸

• Don’t spam subscribers. 🗸

• Exercise professionalism with a personalized touch. 🗸

• Be consistent. 🗸

• Add value first, then call to action. 🗸

• Don’t repost blog posts in the newsletter. 🗸

Go the extra mile:

• Has a domain of their own. 🗸

• Has a campaign manager. (Not manually sending out emails) 🗸

• Enabled social sharing images. 🗸

• Add click-to-tweet features to your newsletters. 🗸

• Has set up autoresponders. 🗸

• Created an opt-in page or cover/landing page. 🗸

• Always deliver on promises. 🗸

• Personalize and customize emails. 🗸

• Use graphics, gifs, and emojis to grab attention. 🗸

• Spend time on the headline. 🗸

• Add a short bio, photo and/or signature. 🗸

• Be a person first and a sale, second. 🗸

• Don’t give people a reason to unsubscribe. 🗸

• Segment your email newsletter list. 🗸

• Add your socials. 🗸

• Keep a close eye on un-subscribers and spam complaints. 🗸

• Unsubscribe people who do not read your emails. 🗸

• Don’t send an email more than two pages long. 🗸

And when in doubt, use the KISS method—keep it simple, sweetie. 💋

Amy Landino and Shayla Raquel consistently meet not only the basics, but the extra mile as well, in every single one of their newsletter emails. It’s not hard to do, but it takes some effort, attention, and time. Effective email marketing is possible and sustainable, and it doesn’t have to suck.

Again, you can check out Shayla Raquel’s website here and Amy Landino’s website here.

Thank you to everyone who sent in questions and if you have a question, comment below and I can reply or add it to the post if it’s really good! What do you think about email marketing? Do you use it? Will you use it, now that you’ve read this blog post? What makes you unsubscribe the fastest? What makes you subscribe the fastest? What do you love and hate about email marketing?  Comment below!

Want an example of effective email marketing? Subscribe below to sign up for my emails so you can see how it’s done! Writers should DEFINITELY do this because as an incentive, I’m giving you my FREE guide to DEFEATING WRITER’S BLOCK for good. I call it my Consistent Writer Checklist and you can only get it by signing up!

Want to watch the video series instead?

The first video is out now, but four more will come out as well. These videos will go even more in-depth than my blog post, in shorter, easier-to-digest clips. The first video is more of an explanation of the first section of this post, the need-to-knows.

And that’s it for my 20 tips for newsletter marketing that don’t suck! I hope you enjoyed this list and found my humor amidst all the action. Have you heard of any of these tips before? Are there any that I might have missed? Let me know your thoughts in the comments below!

Thumbnail photo by Cottonbro.

—Payton