Someone in one of my Facebook groups asked if newsletters were really important to have for an author. She wasn’t getting any impact on sales with her newsletter so she wanted to know, is it really that important?
As far as I know, newsletters are my direct line to my readers, especially when they sign up to be on my mailing list from the back of my books. Think about it: they just read your book, loved it and clicked the link to your subscription page and made the effort to actually share their email address.
Even if that person had gotten my book for free via Instafreebie or a free download (a permafree), they’ve stated their desire to be updated about my books, without the need for a middleman like Facebook, Amazon, or some other retailer who has their contact information.
Let’s say I have a new book coming up. Maybe it’s the sequel to the book they just read. When I send out an email saying that the book is live or in preorder, guess who’s most likely to buy it? They are because they already enjoy your books.
Here’s an example of a recent 99 cents promotion I ran for my book, Everything She Ever Wanted (ESEW) and the effect on sales compared to paid promotions and newsletter swaps.
The first bump that you see is solely from my newsletter announcing that my book was on sale for 99 cents. The second bump is the second day of the promotion where the paid ads kicked in (Bargainbooksy for $70/Lovekissed Bargains for $10 and probably a Steamy Reads for $10 for 2 days) as well as newsletter swaps (where authors share my book to their subscribers and in exchange, I share their books to my subscribers). Except for a Steamy Reads LKBB feature, I didn’t have anything else but what I did do was send another newsletter to those people on my list who didn’t open the first email announcing the sale. Since the sale was going only for three days, I didn’t want them to miss it.
Otherwise, everything else you see as far as sales on the graph (regular priced now) can be attributed to FB ads and AMS ads and an occasional boost or two.
So do newsletters work? Yes, they do although this example is only for sales. The other reasons to have a newsletter is that readers can contact you directly and I’ve had a few who have done that. They share with me what they’ve just read, or what they thought of my book, and I answer them right away, even if it’s just to thank them.