Pete Nikolai, Director of Publishing Services at HarperCollins Christian Publishing, believes it's critical for authors to have an email newsletter. It is a cornerstone of an author's platform, which is their ability to reach readers.
The first step in creating a successful one, he says, is identifying your audience's felt need. Why will they want to hear from you on a regular basis? If you can pinpoint and address this need consistently, they will be eager to receive your newsletter and follow you long-term. Nikolai recommends finding a consistent schedule for your newsletter, whether that's weekly or monthly, so followers know what to expect.
To build your email list with new followers, Nikolai recommends finding online groups that are interested in your topic, and let them know about how and where to sign up. You should also make sure your website and marketing materials point to where readers can sign up.
The length of each newsletter you send will depend on your audience's needs. It can be as short as 200 words with one gem, or much longer if you are sharing an exclusive short story. The key is to know your audience, and what they will benefit from most.