As Vice President of Marketing with W Publishing Group, a commercial nonfiction imprint of Thomas Nelson, Caren Wolfe sees how important content and consistency are when it comes to email marketing for authors. Per Wolfe, the key messages authors need to share include allowing your followers to connect with your book before it even launches. You want to share just enough to intrigue them , she says, so they will already be invested when you launch and will be ready to buy. In addition, she encourages authors to give followers a behind-the scenes look at your writing and even your life if you are comfortable. These individuals are willing to give you an email address, meaning they like you and want to more about you.Just as important as your messaging is how consistent you are with sending the newsletter. Whether you send it weekly or monthly, you need to be consistent with frequency, Wolfe says. It takes some effort, but the payoff is worth it.