Building a Newsletter
As a local history author, you possess something incredibly valuable: specialized knowledge about places, people, and events that matter deeply to specific communities. While social media algorithms come and go, and book marketing trends shift with the seasons, there's one marketing tool that remains consistently effective for authors in your niche: a well-crafted email newsletter.
Why Local History Authors Need Newsletters More Than Most
Local history readers are different from general fiction or business book audiences. They're passionate, engaged, and often collectors who treasure every piece of information about their area. These readers don't just buy books; they become advocates, sharing discoveries with historical societies, libraries, and fellow enthusiasts. A newsletter allows you to nurture these relationships in a way that no other marketing channel can match.
Unlike social media posts that disappear into the digital void, newsletters land directly in your readers' inboxes, creating an intimate connection. Your subscribers have essentially invited you into their personal space, which means they're genuinely interested in what you have to share.
Getting Started: The Foundation of Your Newsletter
Choose Your Platform Wisely Start with a user-friendly platform like Mailchimp, ConvertKit, or Substack. These services offer free tiers that are perfect for beginners, with templates specifically designed for authors and content creators. Don't get overwhelmed by advanced features initially—focus on sending consistent, valuable content first.
Define Your Unique Angle What makes your local history perspective special? Are you the go-to expert on Civil War battles in your county? Do you specialize in forgotten women's stories from your region? Perhaps you focus on the evolution of local architecture or industrial heritage. Your newsletter should reflect this specialty, making it clear why someone should subscribe to your content specifically.
Create a Compelling Sign-Up Incentive Offer something valuable that your audience can't get elsewhere. This might be a digital walking tour of historic sites, a collection of rare photographs with your commentary, or a mini-ebook about a fascinating local mystery. The key is providing immediate value that demonstrates the quality of content subscribers can expect.
Content That Connects: What to Include
Behind-the-Scenes Research Stories Share the detective work that goes into your writing. Local history enthusiasts love hearing about the process of uncovering facts, the excitement of finding a new primary source, or the challenges of piecing together conflicting accounts. These stories make your expertise tangible and build anticipation for your finished work.
Exclusive Previews and Excerpts Give subscribers early access to chapters, photographs, or discoveries that won't appear anywhere else for weeks or months. This creates a sense of exclusivity and makes people feel special for being part of your inner circle.
Community Connections Feature other local historians, museum curators, or longtime residents who've contributed to your research. This not only provides fresh content but also helps you build relationships within the local history community while positioning yourself as a connector and authority figure.
Historical Anniversaries and Seasonal Tie-Ins Create content around significant dates in your area's history or seasonal events. A newsletter about the anniversary of a local disaster, the founding of a key institution, or how your community celebrated holidays in different eras can generate strong engagement.
Reader Contributions and Questions Encourage subscribers to share their own family stories, old photographs, or historical questions. This creates a two-way conversation and often provides you with new research leads or story ideas.
Building Your Subscriber Base
Leverage Your Existing Network Start with friends, family, and colleagues, but don't stop there. Reach out to local historical societies, libraries, museums, and community groups. Many of these organizations have newsletters of their own and might be willing to mention your publication in exchange for occasional content contributions.
Partner with Local Institutions Offer to give presentations at libraries, historical societies, or community centers, and use these opportunities to promote your newsletter. Many institutions are hungry for engaging programming and would welcome a local author sharing their expertise.
Cross-Promote with Other Authors Connect with other local history authors, even those in different regions. You can recommend each other's newsletters to your respective audiences, expanding your reach to people who are clearly interested in local history content.
Optimize Your Website Make sure your newsletter sign-up form is prominently displayed on your author website. Include it in your email signature, on your business cards, and in the back matter of your published books.
The Long-Term Benefits
A newsletter does more than just sell books—it establishes you as the definitive local history authority in your area. Subscribers often become your research assistants, sharing leads, photographs, and stories that enhance your future projects. They also serve as an advance marketing team, spreading word about your work through their own networks.
Over time, your newsletter becomes a valuable asset in itself. Publishers and local media outlets take notice of authors who've built engaged audiences. Speaking opportunities increase, and collaboration possibilities multiply. Some local history authors even find that their newsletters become so valuable that subscribers are willing to pay for premium content.
Consistency is Key
The most successful author newsletters share one common trait: consistency. Whether you publish weekly, bi-weekly, or monthly, stick to your schedule. Your subscribers should know when to expect your content, and you should deliver reliably. It's better to send a shorter newsletter consistently than to overwhelm yourself with lengthy publications that you can't maintain.
Making It Sustainable
Start small and build gradually. A simple monthly newsletter with one main story, a few photographs, and a brief update about your current projects is infinitely better than an ambitious weekly publication that burns you out after two months. As your subscriber base grows and you become more comfortable with the format, you can expand your content and frequency.
Remember, your newsletter is a marathon, not a sprint. The authors who see the most success are those who view their newsletters as relationship-building tools rather than direct sales pitches. When you consistently provide value, sales naturally follow.
Your Next Steps
Don't wait for the perfect moment or the perfect content strategy. Start with what you have: your passion for local history and your unique perspective on your community's story. Set up your platform, write your first newsletter, and begin building those crucial relationships with your readers.
Your local history community is waiting to hear from you. They want to learn from your research, share in your discoveries, and support your work. A newsletter is simply the bridge that connects your expertise with their enthusiasm.
The question isn't whether you should start a newsletter—it's how quickly you can get started.