Email Marketing for Authors: The Ultimate Guide to Building a Newsletter

The ultimate guide to creating a powerful author newsletter. Learn how to choose a platform, build your list, and connect with readers in this 4000-word deep dive.

You’ve poured your heart, soul, and probably an unhealthy amount of caffeine into your manuscript. It’s done. It’s brilliant. But in the quiet moments after the final word is typed, a new kind of panic sets in: How do you find readers? And more importantly, how do you keep them? In a world of fleeting social media trends and ever-changing algorithms, the author newsletter stands as your single most powerful, reliable, and direct connection to the people who matter most—your fans. This isn't just about sending an occasional update; it's about building a career. An email list is the only audience you will ever truly own, a direct line to your readers' inboxes that no tech giant can take away. Let's be honest, the idea of starting from zero can be daunting. But trust me when I say, building an engaged email list is not just for the marketing gurus or the six-figure indie authors. It's for you. This guide will demystify the entire process, from picking the right tools to figuring out what on earth to say. You got this.

Why Every Author Needs a Newsletter (The Unskippable Foundation)

Let’s get one thing straight right out of the gate: if you're serious about being a career author, an author newsletter isn't a 'nice-to-have.' It's a non-negotiable, mission-critical asset. Why? Because social media platforms are borrowed land. You're building your beautiful, intricate sandcastle on a beach owned by someone else, and the tide can change without warning. A sudden algorithm shift can tank your reach overnight, as many authors have painfully discovered. According to a McKinsey & Company analysis, email is nearly 40 times more effective at acquiring new customers than Facebook and Twitter combined.

Here’s the hard truth: your social media followers aren't truly yours. Your email subscribers, however, have explicitly given you permission to contact them. They've raised their hand and said, "Yes, I want to hear from you." That's a level of connection and intent that a casual 'like' or 'follow' can't even touch. This direct line of communication is invaluable for several reasons:

• You Own the Relationship: This is the most crucial point. Your email list is a portable asset. If you switch email providers, your list comes with you. If a social media platform disappears, your list remains. It's your direct connection to your readership, insulated from the whims of Silicon Valley.
• Unrivaled Engagement: Think about your own behavior. How often do you miss a post from a favorite brand on Instagram? Now, how often do you miss an email? Even if you don't open it immediately, you see it. Email marketing boasts an average open rate of around 21.5% across industries, with some author newsletters seeing rates of 40-60% or higher. Compare that to the organic reach of a Facebook page, which HubSpot's marketing statistics show hovers around a paltry 2-5%. The difference is staggering.
• The Perfect Launch Pad: An engaged email list is the single best tool for a successful book launch. These are your superfans, the ones who are most likely to buy your book on release day, leave reviews, and spread the word. A well-timed email campaign to a dedicated list can create a massive spike in sales, pushing your book up the charts and increasing its visibility to new readers. Industry experts at Reedsy consistently emphasize that a newsletter is the cornerstone of any effective book marketing plan.
• Building a Community, Not Just an Audience: Your author newsletter is where you can truly let your personality shine. It’s where you transform from a name on a cover to a real person. You can share behind-the-scenes glimpses, personal stories, struggles, and triumphs. This is how you build a loyal community of readers who are invested not just in your next book, but in you. This sense of connection fosters long-term loyalty that translates into a sustainable career. They're not just buying a product; they're supporting an artist they feel they know.
• Incredible ROI: From a business perspective, email marketing delivers an astounding return on investment (ROI). Studies from organizations like the Data & Marketing Association consistently show that for every $1 spent on email marketing, the average return is over $40. While you might not be spending much initially, this illustrates the sheer power and efficiency of the channel. It’s the most cost-effective marketing you will ever do.

Seriously, if you take nothing else away from this guide, let it be this: start your newsletter today. Even if you only have one subscriber (hi, Mom!), you've started. Every successful author with a massive list began with that first subscriber. Your future self will thank you.

Choosing Your Email Service Provider (ESP): Your New Best Friend

Okay, you're convinced. You need an author newsletter. Now comes the first big decision: what software do you use? This is your Email Service Provider, or ESP, and it’s going to be your command center for all things email. The sheer number of options can feel overwhelming, but for authors, the choice usually boils down to a few key players. Don't get paralyzed by analysis here; the best ESP is the one you'll actually use. Let's break down the most popular choices.

The Top Contenders for Authors

• MailerLite: This is often the top recommendation for authors just starting out, and for good reason. Its free plan is incredibly generous, allowing you to have up to 1,000 subscribers and send 12,000 emails per month. Crucially, their free plan includes features that others charge for, like automation (for your welcome sequence!) and landing pages. The interface is clean, intuitive, and drag-and-drop, making it easy to create beautiful emails without any design skills. MailerLite's own feature list highlights its user-friendly approach.
  • Pros: Generous free plan, easy-to-use interface, includes automation and landing pages for free.
  • Cons: Approval process can be a bit strict to prevent spammers.
• ConvertKit: Built by creators, for creators, ConvertKit is a powerhouse designed specifically for people like authors, bloggers, and artists. Its main selling point is its robust tagging and segmentation system. This allows you to 'tag' subscribers based on their actions (e.g., clicked a link for Book 1, bought a specific genre), letting you send highly targeted emails. It’s more expensive than MailerLite, but its free plan allows up to 1,000 subscribers. However, automated sequences are a paid feature. Many professional authors swear by ConvertKit for its advanced capabilities. As detailed in their features overview, their visual automation builder is a game-changer for creating complex funnels.
  • Pros: Powerful tagging and segmentation, excellent automation capabilities (on paid plans), designed with creators in mind.
  • Cons: Can get pricey as your list grows, automation is not on the free plan.
• Substack: Substack has exploded in popularity as a platform that blends blogging and newsletters seamlessly. Its biggest draw is its simplicity. You write a post, and it gets sent to your subscribers' inboxes and published on your Substack page. It's free to use, but they take a 10% cut if you decide to enable paid subscriptions. This is a great option if you want to monetize your newsletter directly and don't need complex automation or segmentation. However, it offers less design customization and lacks the powerful marketing tools of a traditional ESP. It’s more of a publishing platform than a marketing tool. Substack's own guide explains its monetization model clearly.
  • Pros: Incredibly simple to use, built-in monetization options, combines blog and newsletter.
  • Cons: Limited customization, no advanced marketing features like automation or tagging, they take a cut of paid revenue.
• Mailchimp: Often the first name people think of, Mailchimp is a veteran in the email marketing space. It's a solid, reliable platform with a user-friendly interface. However, its free plan has become increasingly restrictive over the years. The subscriber limit is lower (500), and they are much stricter about what features are included. Many authors start on Mailchimp and then migrate to MailerLite or ConvertKit as they grow and need more features. A Forbes Advisor review notes these limitations on its free tier compared to competitors.
  • Pros: Well-known and reliable, good for absolute beginners.
  • Cons: Restrictive free plan, can become expensive quickly, some features are less intuitive than competitors.

My Recommendation?

For 90% of authors starting out, MailerLite is the perfect choice. The combination of its generous free plan, ease of use, and inclusion of essential features like automation makes it a no-brainer. You can build a professional, effective author newsletter system without spending a dime. Once you're making significant income from your books and need more advanced segmentation, migrating to a platform like ConvertKit is a great next step. The key is to just pick one and start. You can always change later. Seriously. Don't let this be the step that stops you.

Building Your Email List from Scratch (No, You Don't Need a Huge Following)

This is where the magic happens. But it's also where many authors freeze, thinking, "But I don't have anyone to subscribe!" Let's dismantle that fear right now. You don't attract subscribers by simply putting a "Subscribe to my newsletter" box on your website and hoping for the best. You need to offer a compelling reason for someone to give you their precious email address. This is done with a Reader Magnet.

What is a Reader Magnet?

A reader magnet (also called a lead magnet or signup incentive) is a piece of free, exclusive content that you give to someone in exchange for their email address. It has to be valuable, relevant to your genre, and instantly accessible. The goal is to offer something so enticing that your ideal reader can't resist. According to research from OptinMonster, targeted and valuable lead magnets can significantly boost conversion rates.

Ideas for an Irresistible Author Reader Magnet:

• A Prequel Short Story or Novella: This is the gold standard for fiction authors. It gives readers a taste of your world and characters, leaving them hungry for more.
• An Exclusive Epilogue or Deleted Scene: Offer a glimpse of what happened after the book ended or a juicy scene that didn't make the final cut.
• A Character's Journal or Letters: Deepen the reader's connection to your world by providing content from a character's point of view.
• A Checklist or Guide (for Non-Fiction): If you write non-fiction, a practical, downloadable resource is perfect. For example, a "10-Step Guide to Mindful Mornings" for a self-help book.
• The First Three Chapters of Your Book: This is a simple but effective way to hook readers and get them invested in the story.
• A World-Building Bible or Map: For fantasy or sci-fi authors, offer a beautifully designed guide to your world.

Once you have your reader magnet, you need a place for people to sign up. This is your landing page, a simple, single-focused webpage whose only goal is to get people to subscribe. All the ESPs we discussed (MailerLite, ConvertKit, etc.) have built-in tools to create these easily. The page should have a compelling headline, a description of your awesome reader magnet, an image of it (like a mock-up book cover), and the signup form. That's it. No distractions.

Where to Put Your Signup Forms (Placement is Everything)

Now you have the bait (your magnet) and the trap (your landing page). Where do you set it? Everywhere!

1. In the Back of Your Books: This is your most valuable real estate. A reader has just finished your book. They're buzzing with emotion and want more. This is the perfect time to ask them to subscribe. Include a dedicated page at the end of every single one of your books (e-book and print) that says something like, "Loved the story? Get a free, exclusive short story set in the same world by signing up for my newsletter at [YourLandingPageURL.com]." This is, by far, the most effective way to get high-quality subscribers. The Alliance of Independent Authors confirms that the back-of-book call to action is a cornerstone of list-building strategy.
2. On Your Author Website: Your website should be a subscriber-generating machine. Don't just hide a form on your contact page.
   • Header/Top Bar: A prominent bar across the top of every page.
   • Footer: A permanent signup form at the bottom of every page.
   • Within Blog Posts: If you blog, include a call to action within the content.
   • A Dedicated Landing Page: Have a clear 'Free Book' or 'Free Story' link in your main navigation menu that leads directly to your landing page.
3. Your Social Media Profiles: Your bio is prime real estate. Use a service like Linktree or just link directly to your landing page. Your pinned post on Twitter or Facebook should also be an invitation to get your reader magnet. Post about it regularly (but not spammingly!).
4. Collaborations and Giveaways: Team up with other authors in your genre. You can participate in group promotions or newsletter swaps. Services like BookFunnel and StoryOrigin are fantastic for this, allowing you to pool your resources with other authors to reach a wider audience. A Forbes article on collaborative marketing underscores how partnerships can accelerate growth by tapping into existing, relevant audiences.
5. Run Paid Ads: This is a more advanced strategy, but running cheap Facebook or BookBub ads directly to your landing page can be a very effective way to grow your list quickly. You'll need to monitor your cost-per-subscriber, but it can be a worthwhile investment.

Building a list takes time and consistent effort. It won't happen overnight. But by creating a valuable reader magnet and strategically placing your signup forms, you'll create a system that consistently brings in new, engaged readers who are eager to hear from you.

Crafting the Perfect Welcome Sequence: Your Automated Handshake

A new reader has just subscribed! They're excited. They're curious. This is your golden moment. What happens next is critical. Do you just send them the freebie and then... silence? God, no. You need to roll out the red carpet with an automated welcome sequence.

A welcome sequence is a series of pre-written emails that are automatically sent to a new subscriber over a few days. Its job is to deliver the reader magnet, introduce yourself, set expectations, and begin building a relationship. Think of it as an automated onboarding process. According to best practices from Campaign Monitor, welcome emails have some of the highest open rates of any marketing email, often exceeding 80%. You need to capitalize on this peak engagement.

Here’s a sample 4-email welcome sequence you can adapt for your author newsletter. Remember to inject your own voice and personality into each one!

Email 1: Welcome & Deliver the Goods (Send Immediately)

• Subject Line: Welcome! Your free [story/guide] is inside.
• Content: The goal here is simple: deliver on your promise. Keep this email short and sweet. Welcome them warmly, express your gratitude for them joining, and provide a clear, can't-miss link to download their reader magnet. Don't try to do too much else. Just deliver the value you promised. You might also briefly hint at what's coming in the next email.
• Example Snippet: "I'm so thrilled you're here! As promised, here is your free copy of [Reader Magnet Title]. You can download it by clicking the big button below. In a day or two, I'll pop back in your inbox to introduce myself properly. For now, enjoy the story!"

Email 2: Get to Know Me (Send 1 Day Later)

• Subject Line: So, who am I anyway?
• Content: Now that they have their freebie, it's time to introduce yourself as a person, not just a content-producing machine. Why do you write what you write? What's your author journey? Share a fun fact or a personal anecdote. Include a friendly photo of yourself. The goal is to be relatable and build a human connection. This is where you start turning a subscriber into a fan. Research on storytelling in marketing from Buffer shows that personal narratives create stronger emotional bonds with an audience.
• Example Snippet: "I wasn't always a writer. In a past life, I was a [Previous Job], but I spent my days dreaming of [Your Genre's World]. I wrote my first book on my lunch breaks, fueled by coffee and a wild idea about a [Book's Premise]. It's been a crazy ride, and I'm so glad you're here to share it with me."

Email 3: What to Expect (Send 2 Days Later)

• Subject Line: Here's what you can expect from me...
• Content: This email manages expectations. Tell them how often you'll be emailing (e.g., once a month, every two weeks) and what kind of content they'll receive. Will you share book news, behind-the-scenes content, book recommendations, pictures of your cat? Let them know what's in it for them. This transparency builds trust and reduces the likelihood of them unsubscribing later because your emails weren't what they expected. You can also whitelist your email address here, asking them to add you to their contacts to ensure your emails don't go to spam. Litmus provides a guide on the importance of whitelisting for deliverability.
• Example Snippet: "I'll be showing up in your inbox about twice a month. You can expect updates on my writing progress, exclusive cover reveals, and the occasional story about my dog's latest shenanigans. My goal is to always provide something fun or interesting, never just spam. To make sure you don't miss anything, be sure to add my email address to your contacts!"

Email 4: A Gentle Nudge or a Question (Send 2-3 Days Later)

• Subject Line: My favorite book of all time... (and a question for you)
• Content: This final email in the sequence can serve two purposes. You can either provide more value (like sharing your favorite books or resources) or you can gently introduce them to your published work. Avoid a hard sell. You could say something like, "If you enjoyed the free story, you might also love my debut novel, [Book Title], which features some of the same characters." The other powerful option is to ask a question to encourage a reply. For example, "What's the best book you've read this year? Hit reply and let me know!" Getting replies is a huge signal to email providers that your emails are wanted, which dramatically improves your sender reputation.

Setting up this sequence in your ESP is a one-time task that will pay dividends for years. It ensures every single new subscriber has a consistent, warm, and engaging introduction to you and your world.

What on Earth Do I Write in My Author Newsletter? (Content That Connects)

The welcome sequence is running, people are subscribing... and then the familiar dread returns. "It's time to send a newsletter. What do I even say?" This is the number one reason authors abandon their newsletters. They're terrified of boring their readers or running out of ideas. Let's put that fear to rest for good.

The secret to a great author newsletter is to follow the 80/20 rule. 80% of your content should be about connection, value, and entertainment. 20% can be about selling your books. If you only ever email your list to say "Buy my book!", you'll see your unsubscribe rates skyrocket. Prepare for a riot. They will bring pitchforks. Your newsletter should feel less like an advertisement and more like a personal letter from a friend. A core principle from the Content Marketing Institute is that you must provide valuable content to your audience consistently to build trust and authority.

Here is a treasure trove of content ideas you can mix and match. You don't have to do all of these, just pick the ones that feel authentic to you.

The "Author Life" Content

• Behind-the-Scenes Updates: Show them your writing space. Talk about a breakthrough you had with a difficult scene. Share your word count goals for the week (and whether you hit them!). Readers love feeling like they're getting an inside look.
• Research Rabbit Holes: Did you spend three hours researching medieval siege weapons for one paragraph in your fantasy novel? Share the most interesting, weird, or funny things you learned. It's fascinating content that shows your dedication.
• Cover Reveals & Title Announcements: Your email list should be the first to see your new cover or learn your new book's title. Make them feel like VIPs.
• Exclusive Excerpts & Sneak Peeks: Share the first chapter or a tantalizing scene from your work-in-progress. This builds anticipation like nothing else.
• Personal (but not too personal) Anecdotes: Share a funny story about your pet, a recent trip you took that inspired a setting, or a challenge you overcame. This humanizes you and makes you relatable. The experts at Copyblogger have long preached that vulnerability and personality are key to building an engaged audience.

The "Value for the Reader" Content

• Book Recommendations: What are you reading and loving right now? Share mini-reviews of books in your genre (or even outside of it). This positions you as a trusted curator of good stories, not just a seller of your own.
• Genre-Specific Content: If you write historical romance, share interesting facts about the era. If you write thrillers, talk about a cool piece of forensic science. Give them content they'll enjoy because they love your genre.
• Reader Q&As: Ask your readers to send in questions about your books, characters, or writing process, and then answer them in a newsletter. This is a fantastic way to generate content and make your readers feel heard.
• Surveys and Polls: Get your readers involved! Ask them to vote on a character's name, a potential title, or what kind of bonus content they'd like to see next. People love having a say.

The "Sales & Promotion" Content (The 20%)

• New Release Announcements: This is the big one! When your book is live, your list should be the first to know with a clear, exciting email and direct buy links.
• Pre-Order Campaigns: Build buzz in the weeks leading up to a launch by encouraging pre-orders. You can even offer a pre-order incentive, like a bonus scene, to everyone who sends you their receipt.
• Sales and Promotions: Is one of your books on sale? Let your list know! This is pure value for them—a chance to get one of your books at a discount.
• Backlist Promotion: Don't forget your older books. You can feature a different backlist title each month, perhaps sharing a fun fact about its creation or a favorite reader review.

Putting It All Together: A Sample Newsletter

Don't overthink the format. A simple, personal structure works best. Nielsen Norman Group research shows that readers appreciate newsletters that are scannable and have a personal tone.

• Section 1: A Personal Opening. A short, friendly paragraph about what's been going on with you. (e.g., "Hi everyone, it's been a wild month here in my writing cave...")
• Section 2: The Main Content. The meat of the newsletter. This could be your behind-the-scenes update, a book recommendation, or an exclusive excerpt.
• Section 3: The Call to Action. If you have a promotion, this is where it goes. (e.g., "P.S. Just a reminder that [Book Title] is on sale for only $0.99 this week!")
• Section 4: A Personal Closing. Sign off warmly.

The key is consistency. Whether you decide to email weekly, bi-weekly, or monthly, pick a schedule and stick to it. Your readers will start to look forward to hearing from you. It's not about writing a perfect, polished essay every time. It's about showing up and connecting.

Advanced Strategies to Level Up Your Author Newsletter

Once you've mastered the basics—you have a welcome sequence, you're sending regular newsletters, and your list is growing—you can start implementing some more advanced strategies. These aren't necessary when you're just starting out, but they can dramatically increase the effectiveness of your author newsletter as you grow. Think of this as moving from beginner to pro-level.

1. Segmentation and Tagging

This is arguably the most powerful tool in an email marketer's arsenal. Segmentation is the practice of dividing your email list into smaller groups (or segments) based on specific criteria. This allows you to send highly relevant, targeted emails to each group. A generic email blast to your entire list is good; a targeted email to a specific segment is great. According to a McKinsey report on personalization, targeted and personalized emails generate significantly higher open and click-through rates.

How Authors Can Use Segmentation:

• By Series: When a reader clicks a link for a book in your 'Dragon Riders' series, you can automatically tag them as a 'Dragon Riders fan'. When the next book in that series comes out, you can email that segment specifically with a message like, "The next Dragon Riders adventure is here!"
• By Genre: If you write in multiple genres (e.g., sci-fi and fantasy), you can ask subscribers on your signup form which genre they prefer. This lets you send sci-fi news only to sci-fi fans, and fantasy news only to fantasy fans.
• By Purchase History: More advanced setups can integrate with your sales platforms to tag readers who have purchased specific books. This allows you to avoid emailing someone about a book they already own.
• By Engagement: Most ESPs automatically track who opens your emails and who doesn't. You can create a segment of your most engaged 'superfans' to get early access to news or become ARC readers. You can also create a segment of inactive subscribers to send a special re-engagement campaign to.

Platforms like ConvertKit are built around this concept, but MailerLite also has powerful segmentation and tagging capabilities.

2. A/B Testing Your Subject Lines

Your subject line has one job: get the reader to open the email. But how do you know which subject lines work best? You test them. A/B testing (or split testing) is where you send two versions of an email to a small portion of your list, each with a different subject line. The ESP tracks which one gets more opens, and then automatically sends the 'winning' version to the rest of your subscribers. This is a data-driven way to improve your open rates over time. As explained by Optimizely, A/B testing removes the guesswork from optimization.

What to Test:

• Curiosity vs. Directness: "You won't believe what happened next..." vs. "New Book Release: The Shadow Serpent"
• Using Emojis: "🎉 Cover Reveal Inside!" vs. "Cover Reveal Inside!"
• Personalization: "[FirstName], a question for you" vs. "A question for you"

3. Creating a Book Launch Sequence

Instead of just sending a single email on launch day, you can create an automated sequence to build hype and maximize sales. This is a series of emails that go out in the week or two leading up to and including your launch.

• Email 1 (1-2 weeks before): The Announcement. "It's official! My new book, [Title], is coming on [Date]. Here's the cover and blurb!"
• Email 2 (1 week before): The Sneak Peek. Share an exclusive excerpt or the first chapter.
• Email 3 (A few days before): The Reminder. "We're just a few days away! Here's what readers are saying about the book..." (share an early review if you have one).
• Email 4 (Launch Day!): It's Live! "[Book Title] is now available everywhere! Get your copy here."
• Email 5 (A few days after): The Social Proof/Ask. "Thank you so much for the amazing launch! If you've had a chance to read it, I'd be so grateful for a review."

This structured approach keeps your book top-of-mind and guides your readers through the launch process, turning passive interest into active purchases and support.

4. Re-engagement Campaigns

Over time, some subscribers will stop opening your emails. It's natural. Instead of letting them sit on your list (which can hurt your deliverability and increase your ESP costs), you can run a re-engagement or 'win-back' campaign. This is an automated sequence sent to subscribers who haven't opened an email in, say, 90 days. The goal is to either get them interested again or remove them from your list. A HubSpot compilation of marketing stats notes that list cleaning is a critical practice for maintaining email health.

• Email 1: "Are we breaking up?"
• Email 2: "Here's what you've been missing..." (highlight some of your best content).
• Email 3: "Last chance - is this goodbye?" (Let them know you'll be removing them if they don't engage).

It might seem scary to remove subscribers, but a smaller, highly engaged list is far more valuable than a large, inactive one.

Measuring Success and Avoiding the Spam Folder (The Nitty-Gritty)

You're sending emails, you're building a list... but how do you know if it's working? And how do you make sure your carefully crafted emails are actually landing in your readers' inboxes? This is where we get into the nitty-gritty of metrics and deliverability. Don't worry, it's less complicated than it sounds.

Key Metrics to Watch

Your ESP's dashboard is full of data, but you only need to focus on a few key numbers to gauge the health of your author newsletter.

• Open Rate: The percentage of subscribers who opened your email. This is your primary indicator of how effective your subject lines are and how much your audience anticipates your emails. What's a 'good' open rate? It varies, but for authors with an engaged list, anything from 30% to 60%+ is common. This is much higher than the general industry average, which Constant Contact reports as being around 21%.
• Click-Through Rate (CTR): The percentage of subscribers who clicked on at least one link in your email. This tells you how compelling your email's content and call-to-action are. Are people actually engaging with what you've sent? A good CTR for authors is typically in the 2% to 10% range.
• Unsubscribe Rate: The percentage of people who unsubscribed from your list after receiving an email. Don't panic when you see unsubscribes! It's a normal and healthy part of email marketing. It means you're self-cleaning your list of people who aren't your target readers. A healthy unsubscribe rate is anything below 0.5%. If you see a sudden spike, analyze that email to see what might have caused it (e.g., was it too salesy?).

How to Stay Out of the Spam Folder

Email deliverability is the measure of how many of your emails actually make it to the inbox versus the spam folder or being blocked entirely. It's a huge deal. Here's how to keep your deliverability high.

1. Authenticate Your Domain: This sounds technical, but it's a one-time setup that's so, so, so important. You need to set up SPF and DKIM records for the domain you're sending from. This is basically you telling email providers like Gmail and Outlook, "Hey, I'm giving [Your ESP] permission to send emails on my behalf. They're legit." Every ESP has a step-by-step guide on how to do this. It's a critical step that proves you're not a spammer. Email providers like SendGrid have extensive documentation explaining why this is essential for sender reputation.
2. Use a Professional Email Address: Don't send your newsletter from a free email address like authorjane@gmail.com. It's a huge red flag for spam filters. You need to send from an address at your own domain, like jane@authorjane.com. You can get a custom domain and email hosting for a very low cost.
3. Avoid Spammy Language: Don't use excessive exclamation points, all caps, or phrases like "FREE MONEY NOW!!!" in your subject lines or email body. Write like a human talking to another human.
4. Make Unsubscribing Easy: It's required by law (like the CAN-SPAM Act in the US), but it's also good practice. A clear unsubscribe link at the bottom of every email is a must. If people can't find it, they'll mark you as spam out of frustration, which is far worse for your reputation.
5. Clean Your List Regularly: As mentioned in the advanced section, periodically remove subscribers who haven't opened your emails in a long time (e.g., 6 months). Sending to a list full of unengaged contacts tells inbox providers that people don't want your mail, which can hurt deliverability for your entire list. Mailchimp's help center provides detailed guides on the importance of list hygiene.

By keeping an eye on your metrics and following these deliverability best practices, you ensure that your author newsletter not only gets sent but gets seen.