Your newsletter should not be a repeat of everything you're already offering on your website/blog and/or other social media accounts. It should be an extension of what you're already providing.
For instance, you need to offer your newsletter readers something they won't find anywhere else, and give them a bit of special treatment for subscribing to your newsletter and allowing you to drop info into their personal inbox. Below are some tips in how to do this.
- Save some of your news and announcements for your newsletter. Later, you can post those announcements on your blog and social media sites. Reward your newsletter subscribers by giving them the chance to first hear the news.
- Offer some contests and giveaways to newsletter subscribers only. For instance, for any new subscribers between one newsletter and the next, automatically go into a drawing for their choice of a free book. This means I give a free book away each quarter. I've also offered free Celtic CDs when my Celtic books were released.
- Connect with readers on a personal level. Share a little of you with them. Share a photo of you and your family enjoying a vacation, an outing, something special that you might not have posted anywhere else. Outside of your writing, what have you been up to lately? You do not have to go into private details, but what info would you share with a friend you might run into at an event? Someone you haven't seen in a while, but you only have 2-3 minutes. This is how you should communicate with your readers.
- Be real with your readers. Again, you don't have to go into details, but what snippets of challenges have you been facing that you can share as a testimony with them? No one has a perfect life, and people need to know you are real and that you aren't hiding behind your computer status updates. This will help you connect with them better. Are you celebrating 5 years being cancer-free after a battle? Are you recovering from an accident?
- Make news announcements and updates. Post your book covers, video book trailers and new photos. People want to know if you have something new coming out, if you have a short story in between your longer works, if you have an article that was recently published elsewhere, or if you're going to be in town near them. However, don't make this your main news. This info should be as an inclusion.
- Post at least one new article. Keep it short and relevant. By relevant I mean it should be related to something in one of your books, your research, or a life experience.
What prompts you to subscribe to an email newsletter. Is it free giveaways? Interesting content? What prompts you to unsubscribe?