Posted On January 21, 2016 by Print This Post

Newsletter = Marketing Gold by Tonya Kappes

Tonya Kappes is a one-woman marketing whiz, turning fans into loyal followers and stirring up a whirlwind of interest about her books all over social media. To learn more about Tonya and her books, read on…and sign up for her newsletter.

I love marketing! Well, I love writing more, but I really do love trying to think of fun ways to reach readers. It’s kinda my thing. I love to connect with readers.

How do you get those authentic readers that I’m talking about? Your newsletter!

Did I just hear you groan? What if I said I put out a weekly newsletter? Did you just gasp?

A few years ago it seemed as though the newsletter was dying. Many authors had a regular one and then decided to only do a newsletter when they had a release.

I’m here to tell you just why your newsletter is your greatest marketing tool and how you too can get tens of thousands of newsletter subscribers.

tonya charming ghost

First you need to put a SIGN UP FOR MY NEWSLETTER on your social media and website. Every page on your website, as in front and center! Make it easy for the reader to see when you drive them to your newsletter. Don’t make them work for it.

After you have your newsletter signup easy for readers to find, you need to figure out something to offer readers who sign up. I just saw you eye roll. Hear me out! Do you go to Khol’s? Do you have a credit card where you get points when you spend so much? Do you get gas points from your grocery store if you spend so much? Do you get the Bed, Bath, and Beyond 20% off coupon in the mail?

How do you get all these perks? YOU sign up for them! When the perk comes in the mail…you use them! These businesses get it. Customers want something for free and readers are no different. I’m no different. Your reader is no different.

You need to offer something for your reader to sign up. I’m not talking a free book or gift card, something simple like a character interview that they can only get from signing up, a short story about a secondary character, an interview with you, a top ten list. See, these are easy and readers love this stuff!

More importantly, guess what you got? Their permission for you to directly contact them. Contact them! Contact them! Permission! Isn’t that what we want? We want to have the reader’s permission for us to send them notices about news, book releases, and fun things!

How do we keep them coming back? Think outside the box.

I send out my Kappes Krew Weekly, weekly. I have a lot of useful information in each newsletter. I have a Kappes Krew Recipe Group and I put in one of their submitted recipes a week. I also host a weekly author giveaway from a different author. Be generous! Generosity is like manure! The more you spread it, the more it makes things grow!

tonya ghostly demise

How do I give generously to my author friends? I asked if any of them would like to giveaway a book to one of my lucky newsletter subscribers. I feature the author in my author spotlight, ask my subscribers to follow the author everywhere and sign up for their newsletter. All the subscriber has to do is answer a question by emailing the answer to me. The questions aren’t mind blowing. What is your favorite dessert? Easy! Easy for the reader. It’s a win-win for all involved. My subscribers love that I host a weekly giveaway, author friends love access to my newsletter subscribers and I keep my subscribers coming back.

I also host my book launch parties on my newsletter! See, I think outside the box. Remember…your newsletter is your most valuable tool because your reader is giving you PERMISSION to contact them.


Do you have a marketing tool you think is gold? Or have a question for me? Share!


Silver James joins us on Monday, January 25. 



Tonya RU headshot


Tonya has written over 20 novels and 4 novellas, all of which have graced numerous bestseller lists including USA Today. Best known for stories charged with emotion and humor, and filled with flawed characters, her novels have garnered reader praise and glowing critical reviews. She lives with her husband, three teenage boys, two very spoiled schnauzers and one ex-stray cats in Kentucky. You can find her on Facebook here and on Twitter here



tonya event

Murder By The Bay (Blossom Bay Short Series Book 1)

tonya murder by the bay

Welcome to Blossom Bay

I’m so excited to be bringing you the Blossom Bay short story series! Each short story will be a different characters from the Blossom Bay community. I love reading short stories while I’m waiting at the doctor’s office, in line at the grocery or waiting for my kiddos!

I hope you enjoy your visit to my little town by the bay!



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15 Responses to “Newsletter = Marketing Gold by Tonya Kappes”

  1. I’ll admit it: I’ve never done a newsletter—and have the very reluctance about it that you mention!
    Seems I need to look into it further… 🙂

    Thanks for the great post!

    Posted by Art Taylor | January 22, 2016, 7:04 am
  2. Tonya – I subscribe to your newsletter and a few others, including Brenda Novak’s, Duffy Brown’s, Hank Phillippi Ryans’, Kristan Higgins’ and Eloisa James’. One thing that jumps out is how bright and colorful all those emails are. I read them mainly to find out what new releases to watch for, but also to see if authors are planning any events near my home.

    I follow all of these people on Facebook, but because of Facebook’s weird algorithms, I don’t see their posts consistently. If I don’t make a point of going to check out Facebook pages, I find I miss a lot. I don’t always read the newsletters the day I receive them, but I don’t file them away until I’ve read them.

    I think it’s important to treat newsletters like mini-books – there should be a hook, they should be fun to read and they should have eye-catching “covers.”

    The newsletters should always showcase the author’s writing style. One of my favorite newsletters is Brad Parks’, a mystery author whose books demonstrate his wry sense of humor. Brad’s newsletters are hilarious! They purport to be written by a team of interns who share the news of every award (he has a LOT) with comments that poke fun of Brad. Knowing he writes the newsletter makes it all the more fun.

    I always look forward to your newsletters, too, Tonya – in part because I get a kick out of every new marketing idea you come up with. From little things like recipes to fun events like the one coming up in October – there’s always something interesting and new.

    Thanks for a great post! Let me know if you plan any events in Chicago! (I’d recommend waiting until summer, of course.)

    Posted by Becke Martin Davis | January 22, 2016, 9:37 am
  3. I’ve got a growing list of newsletter subscribers but only put it out once a month because I’ve been told not to bombard the reader’s inbox! However, I like the way you think. Cute ideas I will try to incorporate. I also help fellow authors by doing book recommendations and giving a heads up on sales. Great post!

    Posted by Heatherly Bell | January 22, 2016, 1:48 pm
  4. Hi Tonya,

    Can you share one of your favorite newsletter ideas?

    Thanks for joining us and for another terrific post.

    Posted by Jennifer Tanner | January 22, 2016, 2:06 pm
  5. Great post! I agree that frequency of newsletters is a good thing. And I love love love outside the box ideas. Best of luck to you!

    Posted by Diane Vallere | January 24, 2016, 11:30 pm
  6. Great advice, Tonya! I’ve been contemplating starting a newsletter, so this is extremely helpful. Now I need to get busy and do it!

    Posted by Annette Dashofy | January 25, 2016, 5:48 am

    Awesome guidance, Tonya! I’ve been thinking about beginning a bulletin, so this is to a great degree accommodating. Presently I have to get occupied and do it.


    Posted by pooja | January 27, 2016, 12:18 am
  8. I agree that regularity of newsletters is a worthy thing. And I want to grab outside the box thoughts. Best of luck! Keep posting

    Posted by Lucy James | March 6, 2016, 12:47 am
  9. I am grateful to read your blog, now i can start reading newspaper and hope it comes worthy for all after reading your blog

    Posted by Anna Rosswell | April 22, 2016, 9:15 am
  10. I Agree with you.. Thanks for sharing this information.

    Posted by Raj@SEO Institute | June 24, 2016, 4:10 am
  11. Hi Tonya,
    Great Post, I made a mistake but I realise last year what importance of newsletter and email marketing now I have 4K Subscriber on my blog. Thanks for sharing

    Posted by Simran@DigitalMarketing | September 9, 2016, 3:33 am
  12. This would be Great idea to change the frequency of your newsletters .I love it ,keep sharing .

    Posted by Bigg Boss 10 Winner Name | October 14, 2016, 6:06 pm
  13. @Your Idea Is Great And Your Post Is Awesome Thanks For Sharing That Post
    Be Continue…

    Posted by Tubelight Movie Shooting Scene | June 17, 2017, 1:36 am
  14. @Very Helpful Information Thank You For Sharing This Post

    Posted by jagga jasoos movie trailer | July 24, 2017, 10:49 am


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