Ins and Outs of My Newsletters

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The topic this week is author newsletters.

I have one, with about 3000 people on the e mail list and I have a separate list of about 1000 people who indicated interest in audiobooks only. The mail newsletter list is primarily ‘organic’, in that readers have signed up for it from my blog over the last five years, but I did add a few hundred people from various cross promo, list building events I tried last year.  I decided fairly quickly those events weren’t for me. There are many people in the world who sign up for these events for the prizes offered and then really didn’t want to continue to hear from the authors, so they unsubscribe and/or mark newsletters as spam. The audiobook list came entirely from a 2016 audiobook list builder giveaway and the first time I sent out audiobook news, there were about 40 unsubscribes, which wasn’t too bad. So I regard it as a solid list and feel the audiobook listeners genuinely do want to receive that content.

I only send out a newsletter when I have a new release OR some significant piece of news about something writing-related-to-Veronica Scott. On rare occasions I’ll do an NL in connection with a big, multi author promo event if I feel it would be of interest to, and potentially benefit my readers. I don’t ordinarily do NL swaps with other authors (on rare occasions I will, if it’s for an author I personally love), I never accept paid placement in my NL, I run no ads, I have no excerpts, freebies, contests or giveaways. I don’t share recipes, family news, personal stuff.

This does limit me from being involved in certain author cross promo events where part of the deal is the mandatory requirement to send out a newsletter. I will very rarely do that – it’s not my ‘deal’ with my readers who signed up, so I can't participate.

I’m just not a newsletter person. To me a NL is a ‘purely the facts’ kind of communication vehicle and the main reason I’d use it is for new release updates. The golden rule of promo to me is not to do the types that don’t come naturally.

From DepositPhoto

To balance that, I’m very active daily on twitter and on Facebook (on my Veronica Scott page) and in various scifi and fantasy romance FB groups, as well as author groups. I blog in three places regularly and I write posts for USA Today/HEA, Heroes & Heartbreakers, Romance University and Amazing Stories, plus occasional guest posts. I figure that’s enough Veronica Scott for most people!

So why do I even maintain a NL list? Yes, Amazon and BookBub and even Goodreads will send out new release alerts to people who have followed me on their sites. Three problems – the alerts don’t go out reliably or timely. In each place I have smaller numbers of followers than on my own list. Those lists ‘belong’ to the site, not me. I don’t even have access to who the people are. So I need my own list to ensure that in these constantly changing times, I can reach my readers who’ve expressed an interest in keeping up with my new releases. Or other book-related news, if something cool happens.

I’ve also gotten some very lovely reader mail back after a NL goes out.

In today’s world of publishing, everyone is looking for the next new thing. Somewhere in 2016, from my standpoint, the whole newsletter concept exploded, and authors were doing these huge list building events. I began to see certain unintended, unexpected side effects occurring, as discussed in various author groups I belong to. One effect, I mentioned above, was the set of ‘professional giveaway entering people’ who’d sign up for the prizes and then promptly unsubscribe. Another was the author getting in trouble for too many people marking their NL e mail as spam, versus simply unsubscribing. Third, readers were burning out – if there were 100 authors in an event, the poor reader might get inundated with 100 newsletters right after the event ended!  Fourth, readers are busy people and they might forget they’d even signed up for a NL as part of a giveaway weeks ago (or it wasn’t made clear to them their e mail was being harvested, which is a no-no, you have to disclose that) so when NL’s they had no memory of asking for hit their inbox, the person might get pretty upset.

And then there’s this whole idea of the ‘drip campaign’ which as I understand it, is where the author sends the poor reader a series of a mails, like gates to go through…add to that author frustration I’ve seen over “people don’t even read the NL, I’m going to delete half my list”…well, maybe the readers  ARE reading the NL, but in their e mail previewer, which might not count as an open in your particular NL tool…some people send NL’s weekly (!!!), bi-weekly….

Hello, I write books. I need to spend my time writing the books, and relevant posts for the big platforms where many readers hang out, not newsletters. I do have a PA help me with the technical part of sending the NL out, but I write the content. I don’t have the time in my life, or the patience, to manage drip campaigns and click thru rates and developing unique content just for the NL….I prioritize what works for me as a person and indie author.

I guess it sounds by now as if I’m pretty down on newsletters. I know some authors are very successful with NL’s and have forged terrific relationships with their readers because that format works so well and is a natural fit for their personality and communications style. SE Smith is an excellent example. I also love Nalini Singh’s and am happy to see a new one in my e mail whenever they show up.

After ALL that, if you’d like to sign up for my newsletter and be assured you’ll only see new releases info, with a smattering of other content, here’s the LINK. The sign up box is on my blog, at the top of the Home page.

And if you are into audiobooks, a group of authors from various genres has gotten together on Facebook and Twitter to do a giveaway July 15th through 30th. Just look for the hashtag #summeraudio

All I Do Not Know

The cat is back. Her feeding tube is out and she's recovering really, really well. My heart, however, is now in for some serious stress testing, apparently.

Aaaand, had you been subbed into my newsletter, you'd know all of this already because I just sent out a newsletter (the third in like three years) this past week. This is to say that when it comes to email lists and newsletters, I'm a learner, not a master. My email list is tiny. As in double digits tiny.

Finding how to subscribe to my email list is probably more difficult than it should be. KAK's excellent write up made that plain to me. Also plain to me is that getting my sign up put up as easily as Marshall did his? Yeah. It's not a thing. I have no way to grab my sign up box and put it where I want it. I have to send you to the Contact page on my website. Not sure why mine is coded that way. Dumb. But there you go. I will be asking my web mistress, I assure you.

My main issue with the whole newsletter/email list thing is that I have no earthly clue what to say. Ever. So my newsletter subscribers are mostly people who already know me from other endeavors - the international cat fancier's list I belong to, for example. So yes. My cats star in my newsletters. Kinda like they do everything else. As a result, I haven't ever really pushed for email sign ups.

The other issue is that I am scattered across a wide array of genres. SFR. UF. Fantasy. Paranormal Romance. In no case have any of my series been completed past two books. Usually, in a push for email sign ups, an author has something to offer - a free book, short, novella, something. And I do. But it is the sole example of sword and sorcery that I've written. So it's an odd lead-in to the rest of my list, right?

Sigh.

I think if we want to be really straight here, this is me. Drowning in all I do not know.

Mailing Lists, Black Gate and Imminent Imposters

So the topic on hand this week is Mailing Lists, and how to do them well. Frankly, I'm still learning that one. I've only recently launched my mailing list, and my main rule of thumb is "only post when there's news".  Just today I saw a friend comment that she's on a writer's mailing list that has multiple posts a day.  That, my friends, is spamming.  I won't do that.  Heck, emailing more than once a month seems overzealous to me.

However, if you want a not-too-inconvenient mailing list:

Enter your email address

In other news, Black Gate Magazine just recently posted a nice write-up detailing all the books, including the upcoming ones, of the full Maradaine sequence.

And speaking of upcoming books, The Imposters of Aventil is less than three months away.   And if you have access to NetGalley, it's already available to review.  And I should have ARCs to give away in the near future.  You know you want an ARC, don't you?  Of course you do.

Email Lists & Selling That Book You Wrote: 5 Tips

Give me your email address! All the email addresses! One address. Two address. Three address!

Yeah, I know sometimes it feels like you can't go anywhere on the web without someone demanding your email address, and you don't want to be one of those people. Yet, you kind of, sort of, awfully badly want to be one of those people whose books sell.

Here's the thing, second only to writing the next book, email lists are the best marketing tool. To make it sound less sales-oriented and more about connecting with the reader, the authorverse often refers to email lists as newsletter subscribers. In the world of marketing, there is a difference, but for the sake of this post, I'll use the terms interchangeably.

If you're feeling skeevy about email lists think of them this way: these are people who want you to tell them when you have a new book out. They want to buy your book. Why wouldn't you tell them?

SPAM. 

As in, you don't want to be spammy. You hate being spammed by overenthusiastic authors who somehow got your email address and now they're like your crazy aunt who won't stop emailing you.

There are scads of How To Build Your Newsletter Subscribers classes out there, and too many of them advocate mailing campaigns that are better suited for retailers than authors. There absolutely is such a monster as Too Much Communication, especially when there is no value-add for the customer. Want to know how to tell when a Big Retailer has someone on-the-ball in heir marketing department? Their newsletter settings allow the customer to define how often the company contacts them: Daily. Weekly. Monthly. Quarterly. Only When There's Big News. Do I think you need to have that setting? No.

You're an author not a retailer.  

Anything you do that takes away from writing the next book, better have a high Return On Investment (ROI). That is why I am a proponent of less is more. I believe strongly in the unspoken agreement between reader and author. One part of that agreement is the author will never abuse information given to them by a reader. This includes their email address.

How often you should send a newsletter and the content of your newsletters are different posts for different days, but the short version is: send when you have a new book to sell. If you are a writer who drops a new book every month, then you have a reason to send a monthly newsletter. Same thing for quarterly. If you're releasing serialized works in addition to novels, those two lists should be separate.

5 Things To Do To Build Your Email List

• Make it easy for people to subscribe. Put a link to your subscription page in the back matter of your ebooks. Put the subscribe box on the main page of your website. 
• Note: Popovers (those windows that appear over the web page) do generate a lot of subscribers but they also turn away a lot of potential readers. The jury is split on their effectiveness. It's the latest way to combat "sidebar-blindness" in which the visitor ignores whatever is in the sidebar/header/footer, etc.
• Cross-promote in author newsletters that are in the same genre as your book
• Note: That promotion should go to a landing page that should include your subscription widget. Same applies to landing pages from ad campaigns: they should always include the option to subscribe to your newsletter.
• Offer a free short story exclusive to subscribers
• Note: Some authors offer other freebies with a "chance to win" to "new subscribers only." Some offer offline-tangible things (like swag). Do what's right for you. Keep in mind, you're an author, the product you're selling is your stories, so no need to go overboard with prizes. Don't make it complicated. 
• Remind your social media followers to subscribe. Remind them there are things in the newsletter they won't see in 140 characters and a gif. 
• Note: Be selective about when you do it, say a week before you drop a newsletter. Don't do it daily or weekly, it becomes noise that's easy to ignore.
• Plug it. Pin it. Embed it. Everywhere your author bio appears should also include a reminder to subscribe. If it's digital, then include the link to the subscription page. Twitter and Facebook had "pinned" posts option, rotate in a subscription promo when you're in the lull after new release promo. Offline, verbally encourage subscriptions. Remind readers of the benefits. 

Remember it's quality over quantity. Valuable subscribers are the ones who actually open your emails, then go buy your books. Brace yourself. Open Rates are a small fraction of your total list. Click Thru Rates (CTR) are a fraction of the Open Rates. Buy Rates are an even smaller fraction of CTR.  

Never, ever, ever sign people up for your newsletter without their consent. 

In some states, that is how you run afoul of anti-spam laws. 

Keep your efforts focused on your primary goal: Sell Your Books.

Not A Fan of Too Much Change

The theme for the week is to identify the one thing we need most in our life.

Well, ok, personally I’m all about stability. I like things to proceed on an even keel, no big surprises, just follow my routine basically. Feed the cats when they expect to eat, do the grocery shopping on Friday, see my new grandbaby on Thursday afternoon, pay the rent on the 1^st of the month, see the dentist once a quarter…write this post on Saturday morning…etc., etc., etc. And then since things are so calm and peaceful and serene, and going as expected, I feel free to spend hours at my desk every day writing all kinds of science fiction chaos and mayhem (but with Happily Ever After endings).

Which is all very nice and lovely but life doesn’t actually work that way, or not for too long anyway. I’d have to have the total control of Billy Mumy in that old episode of “Twilight Zone” where he held everyone hostage to his wishes, and pretty much ran things. “It’s A Good Life” was not actually all that good for anyone but his character! (But what ever was, in the Twilight Zone?) Total control over everything doesn’t turn out too well. As Marcella said in her post on Friday, we need change even if we don’t necessarily always welcome it at first. Change opens up new possibilities and fresh approaches.

I don’t tend to react well to change. My family has learned to tell me stuff wayyyyy up front so I can mentally switch gears and go through my own laborious process of resistance, grumbling, acceptance, embracing and then enjoying. I do get there, but it takes a while. Don’t ask any of them what it was like when I found out two years ago that the owner of the condo I was renting had decided to sell (not to me) and I had to move. This was the place I’d expected to live for decades LOL. Silly me.

Probably a better metaphor for my life than the depressing Twilight Zone episode is the fact that I live in Southern California, in a supremely earthquake-prone location. In fact, I was once informed by a very famous seismologist that my house (at the time) sat right on a little known fault and based on the historical record, if that part of the fault broke in a quake, my house and everything around it would go up OR down at least 18’ in the blink of an eye. Well, who knew?

But obviously I realize as a whole my area is geographically

unstable and could let go in a riproaring CHANGE at any second (and no, The Rock wouldn’t be here to save me and my cats), yet still I live here. Life is very much like that, I believe. We do the best we can and then when change occurs and is the opposite of ‘stable’, we cope.

This coming week is the 29^th anniversary of the day my high school sweetheart husband went out the door for a bike ride with a friend and ten minutes later the neighbors were at the same door telling me there’d been a terrible accident. That event left me a very young widow with a three year old and a five year old, and was probably THE biggest change I’ll ever experience in life. Literally everything was ripped apart and had to be put back together one step at a time. Those ten minutes redirected the entire course of my life thereafter.

So you’ll forgive me if I’m very adamant about how much I need stability. Yes, I can and will cope with the minor and major catastrophes life throws at us (as well as the VERY good things – hello, grandbaby!)  but if it’s all the same to you, I’ve done my share and would like to just peacefully go about writing my space operas.

(Speaking of which, Mission to Mahjundar is on sale at the moment...I was actually working on a very early draft of this book when my husband died...he would have been very proud to see that it did get published eventually and was an award winning novel. He was always my biggest fan and cheerleader, when it came to my writing and my attempts to become a published author. I could not have asked for a more supportive spouse and best friend, and feel blessed to have had him in my life for as many years as I did. This anniversary is always something of a challenging time for me, so I hope I haven't gone too personal here.)

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Making Space

Have you ever wanted something badly enough to change your habits to get or achieve it? Did you say to yourself that you needed to make space in your life for the effort required to achieve your goal? Maybe it was making the baseball team and what you needed was to make space for dedicated practice every day. Only that way could you develop the skill needed to make a team.

Have you paid any attention to some of the New Age-y philosophies about 'making room' for something in your life? There's the story about the woman who decided she was ready for a committed relationship, but no prospects appeared. She finally realizes she hasn't made room for a partner. Therefore, she cleans out her closet so half is empty. She clears the second bay of the garage. Presto. Because she'd made physical space, she'd made psychic space, and put herself into the frame of mind to see possibilities she hadn't before. The natural cynic in me nods and says, 'how neat, tidy and accommodating.'

Regardless, both stories point out a single fact: Space is predicated on loss.

If you need space, you have to lose something you currently have or do or are in order to have what you believe you want. In the case of the wannabe baseball player, the loss is after school TV and games with friends. In the case of the relationship, it's the loss of physical space, yes, but it's a larger psychological shift - it's a case of reframing one's identity as an individual to someone who is part of a pair.

If you require further proof, think back to a time you'd lost someone. Tell me you didn't exit a funeral home or leave the gravesite with a sense of vast emptiness. There's that space we were looking for. Granted. It doesn't always require a human or animal sacrifice. Sometimes a job loss, or getting dumped, or losing a place to live suffices. Once the panic subsides, a kind of numbness sets in that somehow stretches time and you're staring over the rim of the Grand Time (and Space) Canyon.

This is where I am. I always want more space for writing - and for dedicated mental/emotional energy to apply thereto, but that's another blog rant. I've had a specific vision for how that would work. Turquoise water, a beach, and a writing desk that looks over it all. While that pretty vision isn't assured, we are moving across the continent. From Seattle to Tampa, Florida. It's time to sail warm water.  To make the space for all of this to happen, we had to lose our home and our eldest feline. We had to lose a ton of assumptions about ourselves, too. Like a friend said, we defined Pacific Northwest. But you know, the moss has grown thick enough, I think. Time to redefine ourselves. I have no idea what the definition will be - but it will involve writing, another boat, cats, and the ocean. Always the cats and the ocean.

So what do I need to make space for? Nothing. The space is made. I'm wallowing in it. Now it's time to execute.

Need More Space For...

What do I need more space for?

This is a trick question, right?

We all know I don't have a dedicated work space.  I'm a writing vagabond, going wherever I can with my rolling case carrying my laptop and writing notes.  Today I'm at the kitchen table, tomorrow I might be on the couch, next week: we'll see.   Maybe using the kitchen counter as a standing desk.

I would love a dedicated office, desk, etc.  Right now it's not an option, but when I do have that space, it'll be lovely.

I've mentioned this online before, and someone unhelpfully pointed me toward this cartoon of a Charles Bukowski quote.  As if to say, Hey, man, if you were really serious about your art, you wouldn't need a special office space.  You'd do just fine without it, because you'd be DRIVEN, man.

Screw that.  I mean, yes, I don't need it.  I think I've actively demonstrated that point plenty.  I can continue to work and do fine with nothing but my rolling-bag-vagabond-office and whatever flat surface I find.  I can.

That doesn't mean I don't want more.  That doesn't mean I shouldn't strive for having it, like it would make me soft.

Though, on some level, it's a nice metaphor for my writing career.  I mean, I'm doing pretty good.  But there's still plenty to achieve, and I kind of like that I still have to be hungry and fight for it.  That it hasn't gotten too easy.

If you've been following me for a while you're probably aware of my feelings of how this business is supposed to be. 

Happy 4th!

From all of us at the SFF Seven,

Happy Independence Day!

To our international readers: We invite you to share in the revelry.  Yes, we know about our drunk uncle. We tried to uninvite him, but he's enamored with the big screen.

Remember folks, you're starting off with 10 fingers and 10 toes, try not to lose any today.
Stay hydrated.
Pets don't like fireworks. They like cheeseburgers.