by Anne R. Allen
“The one with the biggest email list wins” is the current mantra of pretty much every book marketer on the planet. The author newsletter is supposed to be the most important weapon in your book marketing arsenal.
Marketing experts tell authors their #1 goal should be to collect as many email addresses as possible for the purpose of sending our victims fans weekly or even daily doses of our spam news.
This week Kristine Katherine Rusch wrote a great in-depth post on newsletters. She pointed out there are two types of newsletters that authors are using today: the old school, chatty letter that reads like the newsy Christmas letter you get from Aunt Susie. Those newsletters appeal to your established fans who know your characters, and want to know what’s coming up and what’s going on with you personally.
Then there’s the newer type of newsletter which is like an advertising circular that aims at getting new customers. It’s all about marketing.
It’s the latter I have the most trouble with. (So does KKR) but if you’ve got a lot of marketing savvy, it may work for you. Unfortunately I personally have negative reaction aggressive marketing, so I’m not comfortable with doing it myself.