When I first started my newsletter, I was using Mailchimp and had a decent-sized list. On paper, it looked great—hundreds of subscribers! But there was a problem: Most of them weren’t opening it. It was like shouting into the void. Then I made the leap to Substack, and though my list is smaller now, the open rate is through the roof.
Newsletters don’t just matter for the numbers but also for the engagement they foster. To keep subscribers coming back, I add value to my monthly newsletter: a mix of personal stories, writing tips, and a “poem of the month” feature. Last year, I started recording audio versions of my newsletter and turning them into a companion podcast attached to my newsletter via Substack and uploaded to Spotify. It’s been a game-changer for reaching people who prefer listening over reading.
Whether it’s adding extra content or companion mediums, reaching new readers with your newsletter—and engaging them—doesn’t require much. Read on to discover ten tips for growing a newsletter that truly connects with your readers.
1. Magnetize Your Audience with Free Content.
Want to grow your newsletter? Try offering a lead magnet. A lead magnet is a freebie, such as a short story, a sneak peek at your latest chapters, or a writing guide, that’s designed to pull readers in. By giving something valuable away in exchange for readers’ emails, you’re not asking for a favor; you’re offering them content they’ll actually want. Make sure the freebie matches your style or genre, so you’re attracting the right crowd. When done right, a lead magnet sparks interest, builds trust, and keeps readers coming back for more.
2. Turn Website Visitors into Subscribers.
Your website is your digital storefront. If you use it right, it can bring in subscribers like nobody’s business. Try adding promotions for your newsletter, strategically placed where people can’t miss them. Imagine a pop-up offering a freebie that appears after someone’s been hanging around for a bit, or a banner that flashes the benefits of subscribing, like exclusive updates or sneak peeks. Don’t forget to sprinkle sign-up forms throughout key spots: your homepage, blog posts, or even the “About” page. The key? Keep it simple, but be clear about what they’ll get in return, whether it’s insider content or first dibs on new releases.
3. Engage, Share, and Watch Your List Grow.
Social media is your playground for attracting new subscribers to your newsletter. Share juicy snippets from past newsletters, whether it’s insider tips, exciting updates, or behind-the-scenes peeks into your creative process. Use catchy calls-to-action (CTAs) in your posts and stories, like, “Want more? Sign up now!” with a link to your bio or a special landing page, and let them know the subscriber-only content they’ll receive if they sign up. The more you engage, the more trust you build, and before you know it, those followers will be clicking that Subscribe button.
4. Make Books Work for Your Newsletter.
Add a CTA in your book encouraging your readers to become loyal subscribers. Throw a sign-up link or QR code in the front or back matter, and invite readers to join with a note like, “Want more? Join my newsletter for behind-the-scenes peeks and bonus material!” Keep the CTA visible but not in your face. Make it feel like a natural part of the book’s flow. If someone’s already hooked on your work, they’ll want to stick around for more.
5. Entice Fans with Exclusive Sneak Peeks.
Your lead magnet shouldn’t be the only piece of exclusive content you share with subscribers. Give your readers a sneak peek into your world, whether it’s juicy behind-the-scenes details about your writing process, deep dives into your characters, or those deleted scenes that never made it to the final cut. When you promise these hidden gems, your subscribers feel like they’re part of an exclusive club, creating a stronger bond with your work. Over time, you’ll turn casual fans into a dedicated, loyal community that’s excited to see what you’ll share next.
6. Turn Events Into Opportunities.
Events like book fairs, conventions, and readings are prime real estate for growing your newsletter. Set up a sign-up sheet or digital form at your table, and sweeten the deal by offering something cool, like a branded bookmark, sticker, or exclusive download link. Meeting readers in person is the perfect chance to give that personal touch. Tell them about the perks, and let them see what they’re missing. When you combine face-to-face connections with an easy sign-up process, you’re building a true fanbase ready to stick around for the long haul.
Pro Tip: Personal appearances are one of my favorite ways to connect with readers and grow my newsletter. At book fairs and events, I set up a table with free, artful bookmarks that have colorful tassels. I never see them left behind on the floor like I used to with plain flyers, which means they make it home with readers and find a permanent spot in their books. I also include a QR code on my merch sign that directs people to my newsletter sign-up page, which has become second nature for people to scan. Beyond the giveaways, I focus on starting genuine conversations. Making a strong, positive impression helps readers remember you, and that connection can lead to book reviews, newsletter sign-ups, and even beta readers.
7. Get Featured, and Expand Your Audience.
Guest posts and interviews can be gems for growing your newsletter. When you write something captivating for a blog or website in your niche, you’re reaching readers who might not have discovered you otherwise. If you’re being interviewed on a podcast or a blog, offering your newsletter can be the perfect follow-up for anyone who wants to stay in the loop. Not only does this expand your audience, but it also builds your credibility. When people see you sharing your knowledge on platforms they trust, they’ll be more inclined to sign up.
8. Boost Subscribers with Email Signatures.
Add a sign-up link to your email signature, and throw in a friendly call-to-action like, “Want exclusive updates and freebies? Sign up for my newsletter!” Whether you’re chatting with fans, colleagues, or potential partners, it’s a low-key, effortless way to spread the word. Sure, it’s not flashy, but it adds up over time and can lead to a steady stream of new subscribers.
Pro Tip: I rely on a snippet app called Text Blaze, which lets me create customized signatures for different parts of my life: editorial services, poetry, and writing. Each one ends with a simple line like, “Subscribe to my free monthly newsletter,” with a link. People I email—clients, collaborators, and readers—often click through, and over the years, it’s added a steady stream of subscribers.
9. Share Your Newsletter with Online Communities.
Joining forums, Facebook Groups, Reddit threads, or niche discussion boards related to your genre can be the perfect opportunity to grow your newsletter and make connections. Don’t just post a promotion; that’s a sure way to appear spammy. Instead, be the person who shares genuine advice, helpful tips, or thoughtful opinions. When the moment’s right, drop a casual mention of your newsletter, offering a freebie or exclusive content that could actually help the group. By showing up, being authentic, and offering value, you’ll earn trust and organically watch your list grow.
10. Narrate Your Newsletter for Broader Reach.
Creating an audio version of your newsletter is a fresh way to reach even more people through a new medium. Many people prefer listening over reading these days, especially during their commute, while working out, or while making dinner. Why not give them what they want?
Promote the audio podcast on social media, targeting followers who might not typically read your newsletter but would love to hear it. You could narrate it yourself to provide a personal touch or use a service to help. Who knows? This could be the game-changer that boosts your engagement and brings in a whole new group of subscribers.
Pro Tip: Each month, I record a voiceover of my entire newsletter on my phone using a free app called Voice Recorder. I edit the audio in Audacity, which is also free and user-friendly. Substack makes it easy to include this voiceover with the newsletter itself, but I also turned these recordings into a standalone podcast. Thanks to Spotify’s distribution system, uploading to one platform gets my podcast on several others. It’s a simple, low-cost way to repurpose content and reach a whole new audience; plus, it seems more personal, like I’m talking directly to my readers and listeners. This connection keeps people coming back.
Wendy Van Camp is the Poet Laureate for the City of Anaheim, California. Her work is influenced by cutting edge technology, astronomy, and daydreams. A graduate of the Ad Astra Speculative Fiction Workshop, Wendy is a nominated finalist for the Elgin Award, for the Pushcart Prize, and for a Dwarf Stars Award. Her poems, stories, and articles have appeared in: "Starlight Scifaiku Review", "The Junction", "Quantum Visions", and other literary journals. She is the poet and illustrator of "The Planets: a scifaiku poetry collection" and editor of the annual anthology "Eccentric Orbits: An Anthology of Science Fiction Poetry". Find her at https://wendyvancamp.com
