In this week’s episode, we take a look at best practices for indie authors’ email newsletters.
This coupon code will get you 25% off the ebooks in the Frostborn series at my Payhip store:
CALLIANDE25
The coupon code is valid through May 18, 2026. So if you need a new ebook this spring, we’ve got you covered!
TRANSCRIPT
00:00:00 Introduction and Writing Updates
Hello, everyone. Welcome to Episode 301 of The Pulp Writer Show. My name is Jonathan Moeller. Today is May the 1st, 2026, and today we are looking at the effective use of email newsletters for indie authors. We’ll also have an update on my current writing, publishing and audiobook projects and a Coupon of the Week.
So let’s start off with Coupon of the Week. This week’s coupon code, we’ll get you 25% off the ebooks in the Frostborn series at my Payhip store. That coupon code is CALLIANDE25. And as always, the coupon code and the links to my Payhip store will be available in the show notes for this episode. This coupon code will be valid through May the 18th, 2026. So if you need a new ebook for this spring, we have got you covered.
Now let’s have an update on my current writing, publishing, and audiobook projects. My main project right now is Dragon-Mage, the sixth book in the Rivah Half-Elven Thief series. I’m pleased to report the rough draft of that is done at 82,000 words. So I think this will end up being the longest book in the series to date by a slight margin. I believe the previous longest one was Half-Orc Paladin, which came in at 78,000. I’ve started editing. The first editing pass is 9% through. Hoping to get a little further with that after I record this episode. I’m hoping to have this book out before the end of May, if all goes well. My secondary project is Blade of Thieves, the fifth book in the Blades of Ruin epic fantasy series. I am currently 8,000 words into that.
So once Dragon-Mage is published, Blade of Thieves will be my new main project. My new secondary project then will be Cloak of Frost, the 15th book in the Cloak Mage series. I thought I should mention that in the podcast because I had two questions in my email about that today. So I will be starting on Cloak of Frost sometime in the second half of May, if all goes well. Hopefully it will be published in July, with Blade of Thieves coming out in June (if all goes well).
In audiobook news, recording is underway for Cloak of Illusion, and that will be narrated by Hollis McCarthy and Blade of Wraiths, which will be narrated by Brad Wills. We’re making good progress on both. I am looking forward to sharing those audiobooks with you before too much longer. So that is where I’m at with my current writing, publishing, and audiobook projects.
00:02:28 Main Topic: Email Newsletters for Indie Authors
Now let’s move on to our main topic, email newsletters for indie authors. If you are listening to this podcast, there’s a pretty good chance you’re also subscribed to my newsletter and if you are not subscribed to my newsletter, I recommend you do so because not only do you get three free ebooks when you subscribe to my newsletter, then every time I have a new book announcement, I give away a free short story as well through links in the newsletter. So it really is to your benefit if you want to read my books to be subscribed to my new release newsletter. But there are other reasons for an indie author to have a newsletter and we’re going to talk about some of those reasons in this episode and some of the things you should not do with a new release newsletter or an email newsletter (if you have one).
For a while, email newsletters were considered obsolete in the age of social media. Why not just put things on Facebook or Twitter? Well, for one thing, Twitter doesn’t exist anymore. For another, as social media algorithms changed and it became harder for people to see content in their feeds consistently, many authors began to look for alternatives to social media and ended up back on email newsletters or Substacks. The main benefit of an email newsletter is that you have control and it’s not dependent on a specific platform. You don’t have to worry about your account being flagged or closed by some random AI glitch and lose your ability to communicate with your readers. Most importantly, you’re targeting people who want to know more about you instead of trying to fight through all the digital noise that is the modern internet. So today, we’re going to talk about five things to try with your author email newsletter, and five things that would probably be the best to avoid.
#1: Give people a reason to care.
People need a reason to subscribe to an email newsletter, and it should be substantial enough to be a motivator. For myself, I offer three free full length books to new subscribers, Malison: Dragon Curse, Blade of the Ghosts, and Frostborn: The Skull Quest, and they arrive in a three book bundle from Book Funnel. People also need a reason to open the emails once they subscribe. For myself, I offer newsletter subscribers free short stories, usually timed around the release of a new book.
For example, I just published Blade of Wraiths, and that came with a free short story, Halfling Alchemy, and I gave away a bunch of copies of Halfling Alchemy when Blade of Wraiths came out. For Dragon-Mage, yesterday I finished writing a short story called Paladin and Priest, and that will also be given away for free to newsletter subscribers when I send out the new release newsletter after Dragon-Mage is finally published (hopefully later this month).
Other things you can try are offering exclusive discounts, sneak peeks of new books, and giveaways. When I have a BookBub featured deal, I will usually send out a newsletter like the day before or two days before that to share the upcoming discount with my newsletter subscribers as well. Sometimes when I have special sales like that, I will also use the newsletter to send things out to try and generate interest in the sale.
#2: Get to the point.
It’s good to get to the point as quickly as possible in an email newsletter. People are skimming emails at best. We all get lots and lots of emails, and the longer the email is, the less likely it is to be read. Make it easy to scan for the main points and try not to have a long, rambling introduction.
Good formatting also helps people who are skimming to find what they want quickly. Good formatting also helps people who are skimming to find out what they want quickly. Based on my own email data, what gets the most clicks are the images of book covers I put on there. Usually I have an image of the book cover that goes to Amazon and an image of the short story cover that goes to my Payhip store where I’m giving away the short story for free, and those consistently get the most clicks in my email newsletters.
So that is an example of getting to the point and good formatting because the point of the newsletter is to let people know that I have a new book out or that something’s on sale and the good formatting in the form of the cover images lets people quickly get to the thing I am offering them.
#3: Use data to figure out what’s working.
Once you’ve done a few newsletters, you will have the data to see if there’s certain types of newsletters that are more successful than others. You can go even further and test if there’s certain days of the week or times of day that are more likely to be successful. Conventional wisdom is to send things early on the day on a Monday or Tuesday and avoid Friday afternoons when people are already distracted by the weekend. For myself, I’ve generally gotten the best results with newsletters sent on Monday, Tuesdays, and Wednesdays. Now, obviously many people are at work at that time, but you’d be surprised how many people have signed up for the newsletter with their work email address and seem to welcome the distraction during the workday when a new release announcement arrives. I have sent newsletters on Fridays and weekends. It’s never as effective. Usually Monday, Tuesday, and Wednesday are the most effective days to send out a newsletter.
#4: Use a consistent format.
Using a consistent format for your newsletter can make it easier for people to find the information they’re looking for and makes reading a newsletter more of a ritual. For example, author James Clear does a weekly newsletter with three quotes from his own books, two quotes from other people, and one reflection question each week.
For myself, my newsletters almost always follow the same format. I’ll have one section with the cover image and links to the main thing I’m selling and then below that, two smaller areas, which are for the short story I’m giving away for free, and then another one with another short story I’m giving away for free or some other item I want to promote. Sometimes it’s an audiobook. Sometimes it’s another author’s book who has asked me to include it in a newsletter swap. It’s usually something of that nature. I’ve been using that in the same email format for like the last 10 years or so, and it’s been working pretty well.
#5: Be sure to preview and proofread before sending.
Be sure to preview how the newsletter will actually work before sending it out. Proofread the text, make sure none of the images are pixelated, and make sure all the links are working correctly. If you include a wrong link in the newsletter (which I have done in the past), people will let you know about it. It might be helpful to have someone else test it before sending it out.
So those are five tips that you want to do with your newsletter. And I’m also going to add a bonus sixth one: follow the law.
There are several regulations related to email newsletters, both in the US and the EU, and I think most of the EU ones still apply to the UK, even though they left a couple of years ago. In the US, if you are sending an email for a commercial purpose, you need to include a physical mailing address with every newsletter you send out. Many authors use PO boxes or UPS box numbers to avoid putting their home address in there, but if you are sending out an email for commercial purposes, you do need to have a physical address somewhere in the email. Usually it’s at the bottom. If you look at, for example, emails you get from like Amazon or Microsoft or Apple and you scroll to the bottom, you will note that they are including a physical address for the company in every email they send out because that is the law.
There’s also something that is required in the EU, and I believe it’s now required in the US called a double opt-in. That’s where if you add someone to your newsletter, they have to have given explicit permission for them to have been added to the list. For the subscriber, how that usually works is they fill out a form and then you are required to send them a follow-up email with a link to officially subscribe and that should get them officially subscribed to your email list. It also works that they send you explicit written permission to add them to the list. For example, I’ve had a couple of tech support questions where someone said, “I want to be on your newsletter, but I can’t figure out the form. Could you just add me? ” That counts as explicit permission.
You should only add emails to your list if you have this explicit permission for them to do it, and that’s with a double opt-in explicit, written permission, or the kind of giveaway that properly follows these rules, where various services offer things where you can put up your books and people sign up to receive free ebook copies of the book and if they do so, they acknowledge that they will be added to your email list. That also qualifies as the permission.
So those will be the things you want to be aware of with your newsletter. You’ll need a physical address and to be aware of the rules involving permission and double opt-in. Don’t randomly add email addresses to your list. Probably nothing will happen, but if someone complains that they’re on their list and they can appeal to the appropriate authorities and you don’t have documentation that they were added to your list in that way appropriately, you could get in trouble. So try to follow the law whenever possible with your … Actually, no, not whenever possible. Always follow the law with your email newsletter.
So let’s launch from that into five things not to do with your email newsletter.
#1: This is not a diary.
It’s good to be a little bit personal in your newsletter, to have a warm and welcoming tone, and to give people a tiny peek into your life. However, some authors put their entire life on display in their newsletters, which includes epic rants, details about relationship problems, photographs and personal details about minor children, and breathless pages on pages about how writing is so very hard. And this is not (in my opinion) a healthy way to engage with the Internet. Again, it’s good to be a little bit personal, but as a writer, your newsletters are still professional communication, and it’s good to be mindful that many people have a very, very low tolerance for personal details.
Even innocuous information like a picture of yourself boarding the plane to your minor child’s hockey tournament has to be done with caution. Something like that gives people a way to find you at a specific place and time and know exactly when you will be away from home, two things you probably want to avoid. All the usual precautions about posting things about yourself and your children that apply to social media also apply to your newsletter as well.
#2: Don’t spam people.
Although it’s good to regularly send out a newsletter, sometimes it can cross the line into being too much. It can be tempting to send out a barrage of updates when a new book comes out, but daily emails are overwhelming and will get ignored. The conventional wisdom is to send out things no more than once per week. That’s the rule I followed myself and it’s worked out pretty well.
#3: Don’t treat it as only an ad.
If you only send out links to your books, people will eventually tune out. Beside the incentives we mentioned earlier, it’s a good idea to do things like provide writing updates, answer reader questions, and giving behind the scenes peeks like a teaser quote from a work in progress.
#4: Don’t put the most important stuff on the bottom.
The most important information in the newsletter needs to be near the top. Not everyone will scroll all the way through each newsletter, so it’s important to put any important news, links, or updates within the first couple of paragraphs or lines. That’s why whenever I publish a new book and send out the newsletter, the first thing on the … Well, actually the second thing, we’ll talk about the first thing in the next point, but very near the top is the link and the cover image to the new book.
#5: You do not want to force your subscribers to stay.
Don’t hide the unsubscribe button. You want people who don’t want to be able there to leave or to not to flag it as spam. For myself, I put a link at the very top of each email to give people the chance to unsubscribe without having to hunt around for that information. It’s best to do this because many people do not unsubscribe to email newsletters. They simply mark them as spam and move on. If enough people mark your newsletter as spam, then it will get harder and harder for it to show up in people’s inboxes, which is the entire point. So you want to make it as smooth and easy and as frictionless as possible for people to unsubscribe from the newsletter because that will be to your advantage in the future.
I have read some horror stories about authors who flip their lids when someone unsubscribes and then manually re-add subscribers to the list after people have unsubscribed. Do not do this. This is illegal. You may get in trouble for it, and even if you don’t get in trouble for it, it will irritate your reader/the person who unsubscribed, and they will start leaving bad reviews and spreading bad word of mouth about your books. So for all these reasons, it’s definitely to your advantage to make it very easy to unsubscribe from your newsletter.
So to sum things up, email newsletters are a great way to reach people, but it’s a delicate balance of providing people information they want and treating it like an ad or diary while also making sure you are complying with relevant laws and regulations. It may take some trial and error to find the right balance that your readers want and one that you can keep up with consistently and most importantly, enjoy doing. Just because something works for one author doesn’t mean it’s going to work for you or interest your readers. If your newsletter isn’t an instant success, don’t give up, but keep trying new things and be consistent with it. After all, everyone needs to start with their first subscriber at some point.
So that is it for this week. Thank you for listening to The Pulp Writer Show. I hope you found the show useful. A reminder that you can listen to all the back episodes at https://thepulpwritershow.com. If you enjoyed the podcast, please leave your review on your podcasting platform of choice. Stay safe and stay healthy and see you all next week.
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