Two days ago, on May 1, our own Sue Coletta posted an outstanding article here about newsletters, with the promise of more to come. As I read her piece, I found myself dealing with a low grade sense of anxiety–not because I disagreed with her, but rather because I think everything she said was exactly right.
I’ve stated here before that social media in general is my Achilles’ heel. I deeply don’t understand Twitter, which seems bloated and toxic, and I don’t photograph nearly enough of my life to drive my Instagram account. My social media safe space is my Facebook author page, where I’ll post a few times a week with interesting tidbits and photos–leaning heavily into dog pix because Kimber is the cutest creature on the planet. I don’t post book news unless it is timely and new, so that leaves me with the daily chores, pleasures and ironies of life.
I never post anything negative about health or family because I’m aware that I live a very blessed life and people don’t need to add my burdens to their own. I’m in the entertainment business, after all, so I figure it’s best to be, well, entertaining.
My YouTube channel, to which I have not posted in a while, is dedicated to helping writers learn their craft, but I would guess that most of my fans have little interest in becoming writers themselves.
Which brings me to my newsletter, which has over two or three times the number subscribers as my Facebook page has followers. Here’s where I start thinking too much. To me, newsletter articles need to reach a higher bar than social media posts. I’m invading a busy person’s inbox, which is a lot more intrusive than having a post sit passively on Facebook for people to see or ignore as they amble by. I use my newsletter for significant announcements about book launches, signings, appearances, that sort of thing, but they tend to all concentrate around the date. At Christmas, I’ll send out a virtual card with a link to the family Christmas letter, if people want to read it.
I know I should do more, if only because everyone tells me that, but what am I supposed to talk about, beyond the topics mentioned above? Fern Michaels’s website is a wonderful mix of newsy newsletter, recipes, a touch of technology and flowers. I think it’s great, informative, and very Fern Michaels-y. Her books aren’t about blowing stuff up, killing bad guys and saving the world.
I could always write about what interests me, such as guns, politics, gardening and cooking, but those pose challenges. Certainly, politics are a non-starter, and guns fall close enough to that high-voltage wire that I don’t want to submit myself to long screeds and diatribes. As for gardening (at which I suck but am learning) and cooking (at which I’m pretty good, if I do say so myself), neither one of those topics does much to advance my brand.
My lovely bride and I took a trip to Alaska back in February, about which I posted extensively on Facebook, but again, is that worth invading someone’s inbox with a newsletter? Isn’t it self-aggrandizing to show people who may be slogging through their day that I have the time and the wherewithal to go mushing and snowmobiling?
It is in my nature to overthink just about everything, and perhaps that’s what’s happening here. Rest assured, though, that if I had a better idea of what to post (outside the confines of book stuff), I’d be much more active with my newsletter.
I probably am in the minority, but I don’t want tons of newsletter subscribers. I only want those who will buy my next book. Hopefully, super-fans.
So I of course post book news, but I also post something about my life – hobbies, trips, etc. Because super-fans want to know me better.
My list is smaller than most, but I get a 45% open rate, when the average is in the teens.
Is it a better idea? Who knows? Impossible to gauge ROI.
I agree- my list is small but I get 45% open rate and some responses. My newsletter is all about my adventures as a full-time RVer. I post a small bit at the bottom about my books.
Interesting take. From a marketing perspective, while it’s great to provide service to the super fans, those fans will be with you, with or without a newsletter. It seems to me that the larger the list, the greater opportunity to tip casual fans into super-fandom. Of course, to to any of that, I need to actually send my newsletters.
Long ago, I stopped stressing about “unsubscribes”. Get rid of deadwood. I think I mentioned in a comment on Sue’s post that my newsletters go out once a month. Like Laura above, I think readers like the personal stuff, and I’ll confess my biggest number of hits each month is always my recipe. I have a template with my usual topics, which makes it relatively easy to keep things consistent. This month’s newsletter, for example, didn’t have anything about the current WIP.
John, thank you for the kind words. They arrived just when I needed them most. Your newsletter can do the same for your audience.
What helped me most is focusing on one ideal reader, rather than trying to please everyone. Your photos from your trip to Alaska would be perfect to share in your newsletter. Many never get the chance to travel. Let them live vicariously through you. First, share how you experienced Alaska. Then share how your MC would see the same sites. Are they different perspectives? Why/how do they differ? And you can do that with anything… the building of your home, gardening, your sweet dog, life surrounded by nature, how you feel sitting on your back deck, etc. There’d be a cool duality to your newsletter that your fans will love. And it just may be the escape someone needs that day. The research behind certain scenes in your books is also a crowd-pleaser.
In addition to my comment on Sue’s post re: email v. newsletter, I’ll mention the EASY rule: Entertaining and short, y’all.
Yes! Your emails are a great example of both, Jim. 🙂
“newsletter articles need to reach a higher bar than social media posts. I’m invading a busy person’s inbox, which is a lot more intrusive than having a post sit passively on Facebook for people to see or ignore as they amble by.”
Totally agree, John. I’m already overwhelmed with too many newsletters and imagine recipients feel the same way about receiving stuff from me.
But Sue is absolutely right. Her Monday post inspired me to give it another whirl. Unfortunately, I don’t have an adorable pet to post photos of. Do you rent Kimber out?
I can relate, John. I struggled with this when I was publishing urban fantasy. With my mystery reader group (I tend to use that term rather than newsletter), I always have content because I’m relating to my readers—an email about a trip I took, what mysteries I’m reading or watching, a fun fact about the library, etc, and book recommendations. Sue’s suggestions are excellent—I love her idea that you include your character’s POV on whatever you are writing about, to give your email a fun duality.
I have to second Jim’s comments on Sue’s post and here today: I try and think about it as an email, keep it short, and be entertaining/fun. One of my hobbies is board gaming, and one of the companies I receive email from does a monthly newsletter that is informative, but reads like a business meeting—announcements, old news, new business etc. Invariably I end up skimming and missing something I’d be interested in because the email is looong 🙂
Great thoughts, John. I struggle with a lot of the same issues and questions. I’m considering asking my newsletter recipients what topics they would like to have discussed.
Full disclosure – I am the keeper of Elaine Viets’ newsletter. She sends me the text and I make it pretty and functional. She sends out two newsletters a year, one went out in early April to go with the release of DEAD OF NIGHT. She has had a 45% open rate for a few years now.
MailChimp and the others provide great tools to help you lay out a newsletter and look at statistics afterward.
If you are using a layout tool, design for mobile devices. Almost everyone reads their email on their phone.
I send out a monthly newsletter, although I have been known to miss a month if I’m under a deadline. I talk about what I’m writing, about other author’s books with links to either Goodreads or Amazon, give a recipe, and lately I’ve included a question from my Mystery Question blog–four scenarios, three true, one false–which one is true? type of thing. I have better stats than Sue mentioned the other day so that made me happy. 🙂
I like that idea, Patricia, of the Mystery Question blog–it sounds fun! I cover similar things in my newsletters (suspense book recommendations with links and an occasional recipe–I’m not sure why as I really don’t like to cook!). I also like to include an “Update from my Writing Studio” to let readers know what I’m working on next.
My blog readers who sign up get the next post emailed to them when I write one, or post one on the books’ blog.
That’s is all I’m capable of – and I write when I need to say something, or record something for posterity.
I’m sure that’s not enough, but it’s already almost too much.
Maybe after the trilogy is finished… Probably not – I’ll find something else to write.
But my comment threads spark some interesting conversations, and some of those get very long. Good enough. That, and commenting when other kind folk ask for opinions; I often use those as writing prompts to get the brain in gear, so thanks.
John, thank you for this refreshing post — not only did I learn more about you, I connected with you because I too, overthink my monthly newsletter. What do my subscribers want to learn/hear/know and what am I willing to share? As writers, most of us are private people. This makes newsletters and social media a challenge.
Thanks too for the laugh. I loved your descriptions of your interests and why they might not make the best newsletter content. 🙂