Substack has a repute.
Relying on who you ask, it’s both one of the best place to construct a e-newsletter enterprise or a platform that solely works for big-name writers. The reality? It’s someplace in between.
Whereas Substack has helped established journalists and authors go impartial, it’s additionally a robust instrument for up-and-coming writers, area of interest creators, and anybody trying to construct an viewers with out counting on social media algorithms. However is it the correct platform for you?
As a e-newsletter author myself, I understand how robust it may be to decide on a platform. There are many nice choices, and selecting one appears like a dedication—particularly should you’re planning to develop long-term. I don’t presently host my e-newsletter on Substack (I went with beehiiv), however I severely thought of it (and I’m even eyeing it for a facet undertaking I’ve been workshopping). All this to say, I’ve spent numerous time taking a look at what makes Substack work and the place it falls brief.
To chop by way of the noise, I mixed my information with insights from actual Substack creators to see what’s working, what’s difficult, and the way they’re occupied with viewers development and monetization.
In the event you’re contemplating beginning a Substack (or simply need a behind-the-scenes have a look at how others are making it work), this information has you coated.
Let’s get into it.
Why creators select Substack
For some, Substack is a no brainer—the best solution to begin writing and construct an viewers. For others, it’s a strategic selection, providing direct monetization and a built-in reader community.
However why do creators truly select Substack over different platforms like Medium, Beehiiv, or perhaps a self-hosted e-newsletter? Their solutions got here down to a couple key causes.
- It’s straightforward to start out (and free to make use of): Many platforms require upfront funding or technical know-how. Substack makes it easy: join, begin writing, and e mail your subscribers with out touching a line of code. “The truth that it is free has been the explanation I’ve caught with it… it would not value me something to publish,” mentioned Fio Dossetto, who writes the content material advertising e-newsletter Content material People. “That meant I may experiment with out stress.”
- It provides you direct entry to your viewers: Regardless of the built-in social media component with Substack Notes, the platform permits you to construct an e mail record and talk with subscribers straight with out worrying about algorithms. Your viewers truly receives what you ship. For a lot of writers, that’s a game-changer. “It is not a function per se—however the truth that it’s email-based means my work truly reaches my viewers. I don’t need to struggle an algorithm to get in entrance of my very own subscribers,” mentioned Fio.
- It has built-in discovery instruments: Substack isn’t only a e-newsletter platform—it’s a community. Readers on Substack can uncover new writers by way of suggestions, the Substack app, and the platform’s editorial options. For e-newsletter creators, this built-in viewers makes a world of distinction. When requested which Substack function has had probably the most affect, Lily Ugbaja, who writes about nice advertising from completely different firms on Advertising Cyborg, mentioned, “The community results actually. How straightforward it’s for folks to suggest your e-newsletter and for brand new readers to seek out you—this has been big for me.”
- Monetization is built-in: For writers trying to earn from their content material, Substack affords seamless monetization by way of paid subscriptions. Whereas not each Substack creator chooses to monetize, having the choice to take action with out establishing a separate cost system is a serious benefit.
- It appears like a group: Many writers recognize that Substack fosters an area for deeper, extra engaged conversations in comparison with fast-moving social media. Options like Substack Chat and Notes enable for ongoing interplay past simply e mail updates. Anna Mackenzie, who writes Anna Mack’s Stack, a weekly e-newsletter on constructing a profession past a 9-5, mentioned concerning the group, “There’s such thought of dialogue in Notes and my feedback. I didn’t anticipate Substack to really feel this interactive.”
Bought? Maintain on a second — let’s stroll by way of a number of the challenges creators face with the platform.
Challenges creators face with Substack
Substack makes it straightforward to start out a e-newsletter—however that doesn’t imply it’s straightforward to develop and maintain one, irrespective of which platform you select.
Each creator faces obstacles, whether or not gradual viewers development, burnout, or determining the way to monetize successfully. And between the medium of newsletters and the platform itself there are a number of limitations to think about.
- It would take some time to develop an viewers: Though content material on Substack can go viral in a single day, e-newsletter development, typically, tends to be gradual and regular. Many writers anticipate subscribers to flood in instantly, however that’s hardly ever true. “It took months earlier than I noticed actual traction,” mentioned Fio Dossetto. “It’s important to play the lengthy sport. Maintain displaying up even when it appears like nobody is studying.” I second this as somebody with a e-newsletter of her personal.
- Consistency is usually a battle: Many Substack writers begin sturdy however battle to maintain up with their publishing schedule. Life will get busy, inspiration dips, and the stress to maintain writing can really feel overwhelming.
- Monetization isn’t immediate — or obtainable to everybody: Many writers assume they’ll launch a Substack and instantly begin earning money. In actuality, monetization is a long-term play—constructing belief and a loyal readership takes time. Anna Burgess Yang, who writes about the way forward for work and profession development in Work Higher shared, “I do [monetize], however I’ve very few paid subscribers. It’s been a gradual climb, and I’m nonetheless determining the way to make it sustainable.”
- Substack’s limitations: Whereas Substack is nice for simplicity, it does have some limitations—particularly with regards to customization, design, and analytics. Some writers like Fio discover it irritating that they’ll’t customise their e-newsletter structure as a lot as they’d like. Fio shared, “There are some critical model limitations. I want Substack allowed for extra formatting choices.”
Now that we’ve walked by way of the perks and drawbacks let’s stroll by way of precisely the way to arrange your individual Substack—from selecting a reputation to hitting publish in your first submit.
Tips on how to arrange a Substack e-newsletter
Beginning a Substack is straightforward. You’ll be able to create an account and publish your first submit in minutes. However setting it up nicely requires a bit extra thought.
From selecting a reputation to writing an enticing bio, these early steps could make a giant distinction in how potential readers understand your e-newsletter.
Right here’s the way to arrange your account for achievement.
1. Create a Substack account
Step one is to move to substack.com and join and observe the prompts to arrange your profile.
Your profile is your Substack “about me” part—it seems in your e-newsletter web page and in each e mail footer.
In your profile web page (which you’ll entry by way of the photographs on the top-right or bottom-left of your homepage), click on Settings to edit your profile image, title and bio.
Your picture is usually a image of you or a brand to your e-newsletter. Nevertheless, a well-written bio helps potential readers rapidly perceive what you and your e-newsletter are about and why they need to care.
A robust bio:
- Clearly states the e-newsletter’s focus
- Highlights who it’s for
- Makes use of a conversational, approachable tone
For instance, as an alternative of:
“I’m a advertising knowledgeable sharing my ideas on digital traits.”
Attempt:
“Each week, I break down digital advertising traits into actionable methods—so you possibly can develop your model with out the guesswork.”
You’ll be able to (and will) additionally join your social media so that folks can discover you elsewhere.
2. Arrange your e-newsletter as a publication
As soon as your account is ready up, choose Begin Writing on your own home web page to start out establishing your e-newsletter.
You’ll be taken to a brand new clean web page, however I like to recommend you hit the again button to customise your e-newsletter earlier than you begin publishing.
When you’re on the homepage, click on on the Settings button to arrange your e-newsletter correctly.
First, you will have to scroll to the underside of the Settings web page, then choose Convert to publication to realize full customization capabilities.
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Notice: That is non-compulsory – you possibly can nonetheless publish posts to Substack with out this course of. Nevertheless, this permits extra customization that can affect the remainder of this how-to.
Now, you possibly can change your e-newsletter title, add branding, welcome emails and different customized content material. Listed below are a number of key choices to test:
- Publication design: Add a brand or banner and select a easy colour scheme. Substack doesn’t enable heavy customization, however small branding touches could make your web page really feel extra polished.
- Welcome message: Customise the automated e mail that new subscribers obtain. That is your first direct interplay with readers—use it to introduce your self and set expectations for what they’ll obtain.
And if you want to take a pause earlier than you arrange, Substack can have this useful guidelines ready for you in your Dashboard.
3. Write a welcome submit (non-compulsory however really useful)
A welcome submit isn’t required, but it surely’s a good way to introduce your self and your content material earlier than you begin sending common newsletters. It additionally provides first-time guests one thing to learn after they land in your web page. Some creators go tremendous detailed, whereas others preserve it easy.
A easy format for a welcome submit:
- Introduce your self: Who you’re and why you’re beginning this text
- Clarify what readers can anticipate: The subjects you’ll cowl and the way usually you’ll publish
- Encourage engagement: Ask readers to answer with their ideas or share the e-newsletter with others
5. Begin constructing your e mail record
When you’ve got an current viewers—on social media, LinkedIn, or elsewhere—now’s the time to tell them about your e-newsletter.
Substack makes this straightforward with instruments like:
- A novel subscribe hyperlink to share wherever
- An import function to herald e mail lists (so long as you may have permission)
- Embeds and buttons so as to add a signup type to your web site
Don’t wait till you may have the proper e-newsletter to market it. Begin sharing your Substack as quickly as potential—you possibly can refine it as you go.
Tips on how to develop a profitable content material technique for Substack
As soon as your Substack is ready up, the following large query is: What ought to I write about?
Whereas there’s no single “proper” solution to method Substack, probably the most profitable newsletters are likely to have a transparent focus, a constant publishing rhythm, and a robust voice.
I requested the creators how they plan their content material, and their recommendation boils down to a few key steps.
1. Outline your area of interest (or no less than your start line)
Earlier than publishing your first submit, it helps to have a normal thought of what you wish to write about. Your area of interest doesn’t need to be hyper-specific, however a transparent focus makes it simpler to draw the correct viewers.
It can provide you a critical benefit in search, as Lade Falobi, who shares product advertising insights in Advertising for Geeks, shares, “I want I’d identified to optimize for search earlier. It’s not nearly writing nice content material—you must make it straightforward for folks to seek out you.”
Some questions to assist outline your area of interest:
- What subjects do you get pleasure from writing about?
- Who do you wish to appeal to as readers?
- What distinctive perspective or experience do you deliver?
That mentioned, don’t overthink it. A few of the greatest newsletters began with writers merely exploring concepts and refining their area of interest alongside the best way.
2. Select a format that works for you
After you have a normal matter, take into consideration how you’ll construction your e-newsletter. Will it’s essay-style deep dives? Brief insights? Curated business information? Interviews?
You don’t need to restrict your self to “conventional” codecs — a few of my favourite creators go in opposition to the grain to share extremely formatted content material, like Gabby Whiten, who writes Oh Eight, a way of life and vogue e-newsletter, and creates these elaborate collages for every situation.
Some in style e-newsletter codecs on Substack embrace private essays or storytelling, sensible guides & how-tos, curated content material, and interviews & case research.
There’s no proper or unsuitable selection, so simply decide a format you’ll get pleasure from writing persistently.
3. Set a practical publishing schedule
Consistency is vital on Substack, however that doesn’t imply it’s essential to publish always. The most effective schedule is one you possibly can follow with out burning out.
A typical rhythm for brand new writers is as soon as every week, however some creators publish biweekly, whereas others ship updates a number of instances every week.
4. High quality over amount
The largest mistake new writers make? Publishing for the sake of publishing. Consistency issues, however high-quality, beneficial content material is what retains readers subscribed.
Fairly than stressing over frequency, deal with delivering posts that inform, entertain, or problem your readers in a roundabout way.
Tips on how to develop your viewers on Substack
When you’ve began writing, the following problem is getting folks to truly learn your e-newsletter. In contrast to social media platforms, the place content material can go viral in a single day, e-newsletter development tends to be extra gradual—however that doesn’t imply it needs to be gradual.
I requested Substack creators what labored for them, and their responses revealed a number of key methods for constructing an engaged viewers.
1. Use Substack’s built-in instruments
Certainly one of Substack’s greatest benefits over self-hosted e mail lists is its built-in discovery options. Readers can discover you thru Substack Suggestions, the Substack app, and Notes (Substack’s short-form social feed). To maximise Substack’s discovery options:
- Activate Suggestions: This allows you to suggest different newsletters, and in return, others could suggest yours. Many writers say this is among the handiest development methods.
- Use Substack Notes: This works like a Twitter feed however inside Substack’s ecosystem. Sharing ideas, hyperlinks, and even snippets of your posts might help appeal to new subscribers. Success Lawal, who writes Pricey Digital Advertising Beginner, says, “Substack Notes has been helpful for sharing brief updates and interesting with my viewers exterior of simply newsletters.”
- Have interaction in Substack Chat: When you’ve got paid subscribers, Chat permits for direct, paywalled group engagement, which might enhance retention and word-of-mouth referrals.
Lastly, like many different social platforms, preserve a watch out for brand new options and make the most of them. For instance, Substack simply launched a video feed and whereas it’s not tremendous in style but, it’ll be a good way to start out selling your content material inside the app.
2. Promote on social media strategically
Many creators develop their Substacks by persistently sharing their content material on social platforms like X, LinkedIn, TikTok, and Instagram. The important thing? Posting teasers, insights, and value-driven content material as an alternative of simply dropping a hyperlink.
Utilizing Substack’s inner options can be one solution to leverage social media, as Anna Burgess Yang shared, “Very, very just lately, I began ‘restacking’ quotes from different Substack writers as a solution to increase visibility. It’s been attention-grabbing to see how that helps in engagement.”
In case your content material is visible or academic, contemplate repurposing e-newsletter content material into carousels or brief movies and share brief, participating takeaways then hyperlink to your full submit.
3. Cross-promote with different newsletters
One of many quickest methods to develop on Substack is by collaborating with different writers in your area of interest. Cross-promotions, visitor options, and e-newsletter swaps can expose your content material to a wholly new viewers.
You are able to do this by reaching out to different writers to function their work or supply to jot down a visitor situation for one more Substack.
4. Convert readers into advocates
A few of the greatest subscribers come from word-of-mouth. One of the best ways to encourage this? Ask your readers to share. A easy “In the event you loved this, contemplate forwarding it to a good friend” on the finish of your emails can work wonders.
You also needs to contemplate recognizing energetic readers to create a stronger group and encourage sharing.
Whereas Substack doesn’t have a built-in referral program (but), some writers manually monitor referrals and supply small perks like unique content material.
Tips on how to monetize on Substack
Substack’s greatest promoting level for a lot of writers is its built-in monetization instruments. Substack permits creators to receives a commission straight by their viewers by way of paid subscriptions.
However when is the correct time to introduce a paid tier? How do you truly get folks to pay? And are subscriptions the one solution to earn?
- When must you begin charging? One of many greatest selections new Substack writers face is when (or if) to introduce paid subscriptions. Some begin charging from day one, whereas others construct a free viewers first. “I turned on monetization from the start, and it will likely be attention-grabbing to see the way it goes. I didn’t wish to wait till I had a sure variety of subscribers.” says Amer Hamidi-Sakr, who writes The Legacy Blueprint, a e-newsletter on philosophical subjects. In the event you’re hesitant to do that, don’t fear. A typical method is to attend till you may have no less than a number of hundred engaged free subscribers earlier than launching a paid tier. This provides you time to construct belief, set up a writing rhythm, and perceive what your viewers values most. In the event you’re uncertain, contemplate a delicate launch—activate the paid choice, however don’t closely market it but. That approach, early supporters who need to pay can accomplish that when you proceed rising your free viewers.
- How a lot must you cost? Substack helps you to set your subscription costs, sometimes providing month-to-month, yearly, and founding member tiers. Anecdotally, most creators persist with a default $8 monthly or $80 per yr pricing mannequin, with a founding tier that gives a number of extra perks for a better worth level, normally $80-200.
- What must you put behind a paywall? Not each submit needs to be paid—many profitable Substack writers use a hybrid mannequin, the place some content material stays free whereas premium content material is for paid subscribers. “I publish 4 essays on Substack monthly, and a type of is behind a paywall. This manner, free readers get loads of worth whereas I nonetheless supply exclusivity to paid members,” says Anna Burgess Yang. The secret is making your free content material adequate that readers naturally need extra. In case your free content material is effective, folks can be extra inclined to assist you financially.
- Discover different methods to earn a living on Substack: Paid subscriptions aren’t the one monetization choice. Many Substack creators additionally earn by way of: sponsorships, online marketing, one-time funds utilizing platforms like Purchase Me a Espresso for suggestions and consulting, programs, or merchandise.
Tips on how to convert free readers into paying subscribers
Getting folks to subscribe at no cost is one factor. Getting them to pay is one other.
Listed below are 3 ways to extend conversions:
- Be direct: Point out your paid tier in your emails (with out being pushy). A easy line like “In the event you get pleasure from my writing, contemplate upgrading to a paid subscription” could make a distinction.
- Provide a free trial: Substack helps you to give potential subscribers a 7-day free trial to paid content material. This lowers the barrier to entry.
- Spotlight social proof: If others are paying, point out it! Readers usually tend to subscribe in the event that they know they’re not alone.
Success Lawal shared one technique she’s contemplating: “My plan is to have exclusives like video interviews and deep-dive analysis studies for paid subscribers. Individuals pays in the event that they see an actual distinction in what they get.”
In the event you’ve made it this far, you may have all the things you want to begin—and maintain—a profitable Substack e-newsletter.
A very powerful component of rising on Substack is participating together with your viewers.
In contrast to social media, newsletters aren’t a one-way avenue. Your subscribers aren’t simply followers—they’re individuals who care sufficient about your work to ask it into their inbox.
Encouraging replies, beginning conversations, and making your readers really feel valued might help create a loyal, engaged viewers.
A primary instance of this in motion is Emily Sundberg, founder and writer of Feed Me, a each day enterprise e-newsletter on Substack. She has constructed greater than only a e-newsletter—she’s created a media model with a deeply engaged group, reaching ~50,000 subscribers and producing ~$400,000+ yearly.
Melissa Blaser broke down what makes her so profitable on LinkedIn, however what it boils all the way down to is that this: Her success isn’t nearly writing nice content material—it’s about making Feed Me an interactive expertise.
Readers don’t simply wish to eat content material—additionally they wish to take part. The extra you interact with them, the extra invested they develop into.
In the event you’ve been occupied with launching a Substack, contemplate this your signal to start out. Your first submit received’t be good. Your first 10 subscribers would possibly simply be family and friends. However each nice e-newsletter began the identical approach — with one submit and one reader.
So go forward: join, write your first submit, and hit publish.
