The One Thing Indie and Trad Authors Agree On (Besides Coffee)

Or, How I Learned to Stop Worrying and Love the Mailing List

#writingcommunity #booksky #amwriting #writing Unfetterred Treacle

Writers don’t talk about mailing lists at cocktail parties. We talk about story ideas, bad reviews, and how our characters are misbehaving. But behind every author who makes this thing work, indie or trad, is a mailing list.

It’s not glamorous. It’s not fast. And it kind of feels like yelling into a mailbox at first. But trust me, it’s the single most powerful, reliable tool you’ll ever have as a writer.

And yes, I know how boring that sounds. But give me a minute, because this thing matters.

Nobody Wants to Build One

It’s not sexy. It’s not instant. It doesn’t go viral. It’s the literary equivalent of flossing. We know we should do it, we don’t, and then we regret it when our gums bleed at launch time.

And at first? It feels pointless. You put a form on your website and two people sign up, your mom and someone who meant to download a coupon.

But that’s how it starts for everyone.

It’s the Only Thing You Own

Social media is a rental. The algorithm giveth, and the algorithm taketh away.

Your mailing list? That’s yours. You can download it. Move it. Take it with you. Use it to launch your next book or tell your readers about your next weird project.

If Instagram bans your account, or Twitter catches fire (again), your list still works. And it’s still yours.

What a Mailing List Actually Does

Launches your book (people on your list are your warmest leads.) Keeps readers engaged between releases. Lets you test ideas, share bonuses, build loyalty. Creates long-term relationships instead of chasing viral moments. It’s portable, meaning you can integrate it into different platforms to feed into it. Also? It makes you look like a professional. Because you are one.

So Where Do You Get This Magical Mailing List?

Let’s talk mailing list services. These are the platforms that store your subscribers, let you send emails, and manage the behind-the-scenes stuff.

1. Mailchimp

The Coca-Cola of email platforms.

Pros:

Solid templates and automationsDecent free tier (up to 500 subs)

Cons:

Free plan has gotten stingierClunky interfaceNot author-focused

Verdict: Okay for beginners, but not the friendliest option for writers.

2. MailerLite

The indie darling.

Pros:

Author-friendlyGreat automationsFree for up to 1,000 subs

Cons:

Slightly fewer integrations

Verdict: A great option for most authors starting out.

This is what I use.3. Substack

You’re here already.

Pros:

Easy to useBuilt-in audience discoveryNo up-front cost

Cons:

Less control, no gated content or magnetsLimited segmentation or automation

Verdict: Excellent starting point. Can be paired with another service later.

4. ConvertKit

For the detail nerds.

Pros:

Powerful automationsClean interfaceFree up to 1,000 subs

Cons:

Slightly steeper learning curve

Verdict: Great for serious long-term growth.

5. BookFunnel (paired with MailerLite or ConvertKit)

For delivering free stories or samples.

Verdict: Ideal if you’re using reader magnets to build your list.

Even If You Only Have 10 People…

That’s 10 people who chose to hear from you. That’s 10 more than you had last week. That’s a village. A launch squad. A seed.

It grows. Quietly. Organically. And then one day, it matters more than anything else.

I also recommend downloading the list periodically to safeguard it. You can export and import email addresses.

TL;DRStart now. Don’t wait until launch week.Pick a platform that won’t make you hate your life.Put your signup link everywhere.Treat your readers like friends, not customers.Your mailing list is your long game.

It’s not glamorous. But neither is compound interest.

And both will carry you farther than you think.