Play, Don’t Pitch: Connecting with Your Fans
by Lisa Norman
Let’s be real: the phrase “email marketing” can make a lot of us twitchy.
We’re writers, not brand strategists. We know how to build rich, emotional worlds—but a newsletter subject line that converts? Ugh. That sounds like a corporate memo, not a love letter to our readers.
But here’s the thing: connecting with your readers isn’t about marketing. It’s about play. It’s about building that same sense of delight, curiosity, and “what’s next?” that keeps someone turning pages at 2 a.m.
Want proof? Let’s talk numbers.
In the entertainment world (yes, that includes us!), the average email open rate hovers around 40%. That’s fantastic. It tells us readers want to hear from creators. But what they don’t want? A sterile sales pitch.
Side note: when we talk “open rate” we aren’t talking about the actual email content, but we’re only evaluating three things: subject line, snippet, and our name recognition. The connections and expectations that we’ve built with our fans are an important part.
One author I know—who typically gets great engagement—once sent out a short email that simply announced a release date. No story. No spark. Just the facts.
Her open rate dropped to 15%.
It wasn’t a failure. It was a signal. A reminder that readers aren’t just waiting for updates—they’re looking for a connection. A release date is helpful, sure. But without a sense of story or delight, it can feel like inbox noise.
On the flip side, I have a client with a tiny but mighty list. She sends newsletters that read more like story snippets than marketing—playful, reader-centered, full of voice—and her open rate? A jaw-dropping 70%. Her readers want to support her creative career, because she’s made them feel like part of it.
Another client, with a much larger list, consistently hits 50% open rates. Her secret? She shows up with personality, with behind-the-scenes peeks, and sometimes just a moment of real-life chaos. Her newsletters aren’t about her books—they’re about connection.
And yes, they almost always include links to buy books. This isn’t about not selling, but about connecting with readers deeply before selling.
What Makes Readers Actually Open Your Emails?
Here’s what we’ve learned from the inbox trenches:
- Be Personal—Not just “use their name,” but actually sound like yourself. Write like you’re talking to a reader who adores your weird little universe.
- Offer Value—Give them something to smile about, think about, or save for later. A deleted scene, a writing blooper, a book recommendation—anything that adds to their day.
- Invite Curiosity—Tease, don’t dump. Keep them wondering what’s around the corner.
- Be Consistent—A familiar voice gets opened. You don’t need to be weekly—just dependable. Like a favorite author showing up with a new chapter.
And About Those Numbers…
Open rates can be wildly helpful—and also completely misleading.
Many readers use email privacy tools and tracking blockers, especially with Apple’s Mail Privacy Protection. That means your open rate might be under-reported… or over-reported. Either way, it’s not the whole story. Click-throughs, comments, and replies tell you more. Actual connection tells you everything.
Readers are Friends not Food Sales
Your readers aren’t waiting to be “converted.” They’re waiting to be invited in.
The moment you stop pitching and start playing, something magical happens: they look forward to your emails. They open, they click, they reply, they care.
And isn’t that what we all want as writers?
What would your readers most like to receive from you?
* * * * * *
About Lisa
Lisa Norman's passion has been writing since she could hold a pencil. While that is a cliché, she is unique in that her first novel was written on gum wrappers. As a young woman, she learned to program and discovered she has a talent for helping people and computers learn to work together and play nice. When she's not playing with her daughter, writing, or designing for the web, she can be found wandering the local beaches.
Lisa writes as Deleyna Marr and is the owner of No Stress Writing Academy. She also runs Heart Ally Books, LLC, an indie publishing firm.
Interested in learning more from Lisa? Sign up for her newsletter or check out her school, No Stress Writing Academy, where she teaches social media, organization, technical skills, and marketing for authors!
Top image from depositphotos.
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31 comments on “Play, Don’t Pitch: Connecting with Your Fans”
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Lisa,
Thank you for addressing the proverbial elephant in the room. 'Playing' at connection with empty follows and email opens is a false glimpse of success IMHO. To build a community, a family of readers, we have to live among them - authentically. Too often our high-speed, impersonal technology opposes what many of us crave, i.e., true connection.
As a writer, I am all about worldbuilding, but even more about community-building. If we aren't writing to commune with our readers, then why?
Exactly, Jennifer! And it really helps when we can enjoy it.
Lisa, you've a breath of fresh air. I'd love to subscribe to the two superstar writers you mentioned. (Just followed you on Substack.) Would you share their names?
Oooh... Now you are asking me to violate confidentiality. I'm going to reach out to them and ask them to reply here if they're willing. Remember: these aren't writers writing for writers. They write for their readers. And... I actually know more than two... 😉
—From the crooked quill of Morphiophelius Smith (Chuck), ancient wizard and local connoisseur of all things peculiar—
Well tickle my eyebrows and call me a haddock, Lisa Norman done gone and pulled the curtain back on the secret sauce.
Cordia, my dear, I’ve met the writers she speaks of—and yes, she does in fact know more than two. She's basically hoarding talent like Old Lady Kravitz hoarded pickle jars during the Great Mustard Shortage of '38.
You think I'm kidding?
That woman weaponized condiments.
Now, I could spill the beans for you—but if Lisa’s already reaching out to these elusive literary wizards, best let her cook. They’re a shy bunch, like introverted fire-breathing hedgehogs.
But stars, are they good.
In the meantime, if you're lookin’ for fiction that grabs you by the giggleberries and swings you through a portal of imagination, come knock on our proverbial tavern door at:
👉 LifeOfFiction.com
Sign up. Stay a spell.
We’ve got heroes, monsters, wisdom, sarcasm, and possibly a gnome or two who owe me money.
Lisa’s got impeccable taste—though she still believes tea should be sipped, not slurped through a licorice straw, so she’s not perfect.
...but she's close.
See you on the other side of the page,
– Chuck
P.S. Bring snacks. Dax keeps threatening to eat the interns.
LoL, Chuck. Yep... Just from your comment anyone can get a glimpse of what to expect from lifeoffiction.com !!!
This is one way a pro can make reader interaction come alive. I mean, how could we not love a chance to chat with Chuck?
Cordia, ma'am, (tips hat) seems I've been outed while riding out on side quests, hawk watching, and writing my Friday Tomfoolery! 🤠 Chuck, I don't have a cast of thousands like you, but I do have a ride or die dog by my side and a scurry of squirrels running around in my head. While there are no wizards in these here parts, we do love a good mystery, strong bonds, and romance in the Old West. And shenanigans. Lots o' shenanigans, tomfoolery, and a dad joke or two. Oh, and coffee, clouds, and skellys. Mmhmm. We like 'em, too.
Ride out to AmiHickenKing.com and join our clan! We'd love to have you! 🤠🐴💜
There's our awesome creative checking in after sending out her newsletter with the 70% open rate.
If you like unusual Western vibes, don't miss her newsletter or the book she just released!
I feel like you just shook me awake after a deep, deep sleep, your words slowly penetrating my foggy brain. This was what I needed to hear when I needed to hear it. Thank you.
In the time crunch that is, well, everything having to do with moving from idea to publication, I've become so focused on that process that my blog posts have become almost mechanical, and certainly dry.
Think less creative writing and more technical writing.
Part of it is burnout. Over the course of twelve (yes, 12-years), I've gone from finding my way to actually publishing, but I've also gone from a hopeful tone in my blog to sounding tired and mechanical. No wonder that when I blogged about my struggling with blogging THAT drew a response.
So busy getting where I wanted to get, I lost a part of me on the way. It's time for an intervention or, in my case, a deep think while walking in the forest. Thank you again!
I think our emotions always come out in our writing, whether we want them to or not. And I also think we can rediscover positive emotions -- and yes, play -- if we put our focus there.
Go you, Christina. You've got this, and all your readers will flock to your change of focus. 🙂
Thank you, Jenny, for the positive boost!
Hugs. I've spent years studying writers' blogs. One of my favorites (that she took down later) was a writer who started out so starry eyed... And then over a couple of years she blogged less and less. And her posts became so sad. We're talking toenail fungus bad. (I guess she felt if no one was reading them anyway...) But she did have a small hard core fan base. And then one day, her title was, "look what happened while I was at dinner!" Her phone had started blowing up with congratulations. She'd made the NYT list! There had been some controversy, she was completely depressed. So her fans rallied around and defended her, and then everyone had to read the book to see who was right.
If I showed you her blog now, you'd see only the success. But I thought the fungus posts were the real beauty.
Hang in there. If you aren't having fun, it isn't worth doing. That's my marketing advice!
Thanks, Lisa. I can sleep easier tonight knowing I haven't gotten anywhere close to talking about toenail fungus. Yikes!
Yay! And I'm hoping you can feel not alone, too...
This reflects why I am so unwilling to get onto newsletter lists. Most writers hate sending those communications out, and it shows.
Two people whose emails I always open: Pippa Grant and Lucy Score. They're funny and playful and they give back to others by featuring them in their newsletter. For Pippa, that's writers. For Lucy, that is 3+ positive things she's read about since her last newsletter. I always smile and am entertained by their misssives.
One of the saddest things I see is writers getting into a formula. Someone tells them what to post when and gives them a template. Hey, easy! So they all post at the same time with the same boring content that proves they don't have a clue what their fans want. Makes me sad, especially with all the work needed to set up those newsletters!
Community. That has been quite a subject in the past week of my life. Not a seismic change for me, but I've been working on making improvements and growing my list. Your side note: "when we talk “open rate” we aren’t talking about the actual email content, but we’re only evaluating three things: subject line, snippet, and our name recognition." Hit me with a resounding smack. I have a decent open rate...but subject lines and snippets are almost after thoughts for me. Guess who will be paying more attention to those two things from now on? Thanks, Lisa. I needed that.
Your content is always stellar, Lynette, and I suspect that name recognition will be a big factor for you. There are 3 parts... And I've seen you come out with some excellent subject lines.
Aw, Lisa. Thank you. I so appreciate your support!
Great column!
Lisa, you've showed us all with this how to "play with" rather than "pitch to" your readers. Thanks.
I'm watching you on Substack. 😉 I expect greatness. One of my favorites was where you talked just a little about the torture device, and then left it up to your readers if they wanted to see it or not!
Having read the book, I love how that ties in.
So glad this was brought up.
I'm going to second that open rates can be misleading, and the only way I now pay attention to them....is when someone responds.
Can I always tell?
No.
But I know people are listening when I place an exclusive offer in an email and sale shoot up.
Just sayin'...
Jaime... Your content always gets into my tbr pile even when I'm drowning. Because I know I'm going to love it.
One thing I do is get my subscribers invested in my WIP by asking for their input. Recently I asked, "Where would you hide the emergency escape route from the palace?" I received numerous thoughtful and creative ideas. Another time I included an excerpt of martial arts training and asked if I'd made the action clear enough to follow. Again, lots of useful responses. I've let my subscribers know that those who respond will be included in the Acknowledgements. My open rate, for what it's worth, averages 40% when I include "inactive" subscribers and 60% or more when I send only to "active" ones.
Diane, those are brilliant things to share with readers. And those open rates are excellent.
Such a timely post, Lisa, since I'm putting out another newsletter this week! I'm glad to know my open rate is on par. But your comments make me realize I really need to up my game, targeting those 3 elements. I can be utilizing my snippet much more than I am. So here I go starting to "play" with my readers and hopefully creating magic! thanks for opening my eyes!
Jennifer, you're one of the stars I've seen who knows what your readers want and who people can learn from!
I'm delighted to know this could help even you!
great insight
Thanks, Denise!
Of course, that last question--what would my readers like to receive from me--is a complete mystery 🙂
As always, your post offers a ray of hope. I'm feeling kind of fungus-like myself these days. My personal life has so swallowed up my writing world. But you make it sound like being real with my readers is okay. I dread sounding like a drudge though.
Hhhmm.
You've given me food for thought, my friend. Thank you.