Authors spend a lot of time building audiences on social media. They post on Facebook, Instagram, LinkedIn, TikTok, and whatever new platform appears next. These tools can be valuable, but they all have one thing in common: someone else owns them.
Algorithms change. Platforms rise and fall. Accounts can be restricted, hacked, or lose visibility overnight. An email list is different.
When someone subscribes to your newsletter, they are permitting you to contact them directly. No algorithm decides whether your message will be shown to them. No social media company controls the relationship.
That’s why so many successful authors consider their mailing list one of their most valuable marketing assets.
The size of the list is less important than many people think. A small group of engaged subscribers can be more valuable than thousands of casual social media followers. Subscribers have actively chosen to hear from you. They are often your most interested readers.
Building a list doesn’t have to be complicated.
A simple sign-up form on your website can be enough to get started. Some authors offer a sample chapter, a short story, a checklist, or another useful resource as a thank-you for subscribing. Others simply invite readers to join for updates and news.
The important thing is to start early.
Many authors wait until their book is published before creating a newsletter. By then, they are beginning from scratch. Building an audience takes time, and every new subscriber represents a potential reader for future books as well.
A newsletter can also be more personal than social media. It creates space for sharing updates, insights, research discoveries, writing progress, and behind-the-scenes stories. Over time, readers begin to feel connected to the author rather than just the book.
Social media remains useful for discovery. It helps new readers find you. But an email list helps you keep them. For authors looking to build a long-term career, that distinction matters.
Where to Build a Mailing List:
- Create a simple sign-up form and a landing page with a clear call to action.
- Offer free incentives (short stories, sample chapters, trade tips).
- Add links to the website, social media, and a book blurb.
- Promote regularly (events, interviews, blog, author site).
- Send a welcome email with a freebie.
- Communicate consistently (weekly, biweekly, monthly).
- Monitor analytics (open rates, clicks).
- Clean the list periodically, removing bounced emails.
- Collaborate with authors for swaps and cross-promotion.
Free Platforms for Authors to Build a Mailing List and Publish a Newsletter:
- Platform
- Audienceful
- Beehiiv
- Brevo
- EmailOctopus
- Kit
- Mailchimp
- MailerLite
- Sender
Inside my eBook, Get Ready to Market Your Book for Free Before You Publish, there is a table that compares each of these sites and the features they offer for free. Most also have a fee-based version.
LinkedIn Newsletters
LinkedIn also provides the option to publish a newsletter. To start a LinkedIn newsletter, go to your LinkedIn profile on your computer (if you’re not sure you’re in the right area, click “HOME” at the top of the page) and scroll to the bottom of the column on the left.
One advantage of a LinkedIn newsletter is the ability to address a wide range of topics while maintaining consistent engagement with readers and potential readers.
LinkedIn Page Newsletter
To create a newsletter associated directly with your page, go to the admin section of your page. On a computer, you can do this by logging in to LinkedIn and scrolling down the left-hand column under your profile picture, where it lists all of your pages. Click on the page you want to associate with your newsletter.
Substack for Authors
Many writers use Substack to build mailing lists and publish newsletters. The platform manages email delivery and provides basic analytics, requiring very little technical expertise. Substack is free to use, with optional paid features available.
Buy the pink eBook: Get Ready to Market Your Book for Free Before You Publish.
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