A Survey of Newsletters that Promote a Book

Five years ago, I began collecting author newsletters to see how they were used to promote a book, and my conclusion may surprise you.

With nearly two thousand samples in file, I originally envisioned sharing the best of the best. Instead, the project morphed into something more complicated. My review raised problems without simple solutions and questions without definitive answers.

I’ll start by discussing sample newsletters, and in future posts, share observed principles and actionable suggestions about book promotions.

What Can Writers Do to Promote a Book?

I thought questioning what the top writers already do to promote their books would produce straightforward suggestions, but after wading through hundreds of newsletter examples, I discovered complicated problems and few effective solutions.

My review revealed the better newsletters based content on how well the authors understood their target audiences. Therefore, given the many variables, recommending a single solution would not produce the desired results for all writers.

For example, the cost to produce and distribute newsletters ranged from nominal to expensive, and an unwise book-promotion decision could wipe out potential sales and profits.

Questions that Influence Book Promotions

Consider these high-level questions before you promote a book.

• Which readers did you have in mind when you wrote your book?
• Have you estimated the cost to publish and distribute your book?
• Will you price your book for profit or distribute the novel for free?
• How do your target readers typically find books like yours?
• How do you feel about using social media for book promotions?
• How do you feel about using technology to find and reach readers?
• When it comes to technology skills and knowledge, do you consider yourself a beginner, an intermediate, or an expert?
• What are your overall expectations about reaching the book’s target readers?

Your answers to these questions will help you gather the information you need to make a decision on what’s the best way to get your book into the hands of readers.

A Survey of Newsletters that Promote a Book

I opened the digital folder containing sample newsletters.

After a quick scroll through the 1,877 examples, I took a deep breath. There were many ways to sort the contents. I chose a simple two-way split.

1. Mixed: A combination of book promotion and social commentary.
2. Promote: A focus on promoting one or more books.

Hours later, I had a sense of the ones that worked.

Book-promotion/Social-commentary Newsletters

Most of the newsletters I’ve collected since 2019 mixed book promotion with social commentary.

• Some focused primarily on the social side, often appearing ‘relatable’ and a few bordered on ‘folksy’ narratives before switching to book promotion.
• Others newsletters started with a greeting, moved into social commentary (e.g., updates on health, children, grandchildren, and even recipes) and then ended with the promotion of books.
• A few heavy-handed promoters started with a brief personal update to appear social before hammering subscribers with a demand to buy.

Book-promotion Newsletters

Of those newsletters that focused on book promotions, I divided them into three categories:

• Professional presentations rivaling the emails from top retailers and making clear the opportunity to buy a book worth reading.
• Unprofessional buy-me-now demands that probably turned off subscribers.
• A few newsletters that left me wondering, what are they really selling?

Two Favored Newsletter Styles

1. Social Updates Paired with Subtle Book Promotions

The most effective social commentaries were from practiced storytellers who shared engaging stories.

Some were brief personal antidotes, yet others told long-form stories covering many topics (i.e., ranging upwards to 1,000 words). Designed to engage the target audiences’ emotions, this newsletter style emphasized how well these authors understood who actually bought and read their work. The best of these newsletters felt organic, leading rather than pushing readers toward book purchases.

The content felt like a natural progression instead of a sales promotion, more like a friend recommending a good read.

2. Book Promotions with Decided Calls to Action

The best of the book promotion newsletters recommended novels that would likely interest subscribers.

For example, the offers showed full-color covers, professional layouts, snappy book blurbs, and learn-more enticements. The closing remarks made clear how and where the audience could buy the books.

Most of the book pitches did not use fear-of-missing-out messages, and instead, the blurbs promised subscribers enjoyable entertainment with tactful encouragement to buy.

Should You Promote a Book with a Newsletter?

I’ve lost count of the books I’ve bought and read because of newsletters.

From my view, newsletters designed and written for target reader are effective, and it starts with an understanding of what the audience wants. Then authors consistently deliver on those expectations. However, given the wide-ranging styles of newsletters, it’s clear to me principles, not rules, should drive your design decisions.

Newsletter Principle: The newsletter design that proves successful for one author may not work for your target readers.

*This page contains affiliate links, and as an Amazon Associate, I may earn a small commission from qualifying purchases, but it won’t cost you a penny more. Learn more in my Affiliate Disclaimer.

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