Your email list is one of the most powerful tools in your author toolkit, but its value lies in how well you nurture it. Over the years, I’ve learned that maintaining a thriving email list is a blend of sending engaging content, understanding the right frequency, and consistently growing your subscriber base. Let me share how I do it.

1. Getting Content for Emails

One of the most common questions I hear is, “What should I send to my subscribers?” The good news? You don’t have to reinvent the wheel. Here are my go-to sources for content:

Repurpose Your Content: Writing a blog post, sharing on social media, or publishing a book doesn’t mean those ideas are one-and-done. I often take excerpts from blog posts, snippets from books, or even captions from social media and turn them into email content. For example, a tweet about overcoming writer’s block could evolve into a full email with tips and anecdotes.

Behind-the-Scenes Insights: Readers love feeling like insiders. I’ve shared everything from snapshots of my writing desk to playlists I listen to while drafting chapters. Letting them peek behind the curtain creates a personal connection.

Q&A Sessions: Sometimes, I dedicate an entire email to answering questions readers have sent me. Whether it’s about my writing process, book recommendations, or tips for aspiring authors, these emails feel personal and interactive.

Special Offers or Promotions: Offering something exclusive makes your subscribers feel valued. I’ve shared discounts, free short stories, and early access to announcements with my email list.

When crafting content, I always keep my audience in mind. What would they find useful, inspiring, or entertaining? Answering that question ensures my emails are worth opening.

2. Finding the Right Frequency

How often should you email your list? It’s a balancing act. Too frequent, and you risk annoying subscribers. Too infrequent, and they might forget about you. For me, twice a month hits the sweet spot.

This frequency allows me to stay on their radar without overwhelming their inboxes. However, during special periods like book launches or events, I increase the frequency to weekly—but only for a short time. Consistency is key; if subscribers know when to expect your emails, they’re more likely to engage with them.

3. Strategies to Keep the List Growing

A thriving email list is never static. Here’s how I keep mine growing:

Regular Updates to Lead Magnets: Freebies and resources are powerful sign-up incentives. I regularly update mine to ensure they remain fresh and appealing. Whenever I create a new lead magnet—be it a free guide, checklist, or short story—I promote it across my website and social media channels.

Referral Incentives: Encouraging subscribers to spread the word can work wonders. I’ve run campaigns like “Refer a friend and get access to an exclusive story,” and it’s been surprisingly effective. Readers love sharing things they enjoy with their friends.

Webinars and Events: Hosting live events, such as webinars or workshops, has been a game-changer. I make registration contingent on signing up for my email list, which ensures new subscribers who are genuinely interested in my content.

4. Nurturing Relationships with Subscribers

Building an email list isn’t just about numbers; it’s about connection. I work hard to make my emails feel personal and engaging.

Personalization: Addressing subscribers by their names is a simple yet effective way to foster a sense of familiarity. Most email platforms make this easy with automation tools.

Segmentation: Not all subscribers are the same. Some might be aspiring writers, while others are avid readers. I segment my list and tailor my content to match their interests. For example, aspiring writers might get tips on publishing, while readers might receive exclusive sneak peeks of my upcoming books.

Encouraging Two-Way Communication: I invite subscribers to hit “reply” and share their thoughts. Whether it’s their favorite book of mine or what they’re currently reading, this opens the door for conversations and makes the list feel like a community.

Your email list is only as strong as the effort you put into it. By crafting engaging content, maintaining a consistent yet flexible schedule, and actively working to grow and nurture your subscribers, you’ll create a thriving list that supports your author career. Remember, it’s not just about sending emails—it’s about building relationships. When you treat your subscribers like the VIPs they are, they’ll not only stick around but will also help champion your work to others.