Substack has a popularity.
Relying on who you ask, it’s both the most effective 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 unbiased, it’s additionally a strong 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 precise platform for you?
As a e-newsletter author myself, I understand how powerful it may be to choose a platform. There are many nice choices, and selecting one looks like a dedication—particularly when you’re planning to develop long-term. I don’t presently host my e-newsletter on Substack (I went with beehiiv), however I significantly thought of it (and I’m even eyeing it for a aspect undertaking I’ve been workshopping). All this to say, I’ve spent plenty of time what makes Substack work and the place it falls brief.
To chop by way of the noise, I mixed my data with insights from actual Substack creators to see what’s working, what’s difficult, and the way they’re occupied with viewers progress and monetization.
In case you’re contemplating beginning a Substack (or simply need a behind-the-scenes take 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 only approach 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 simple to begin (and free to make use of): Many platforms require upfront funding or technical know-how. Substack makes it easy: enroll, begin writing, and electronic mail your subscribers with out touching a line of code. “The truth that it is free has been the rationale I’ve caught with it… it does not value me something to publish,” mentioned Fio Dossetto, who writes the content material advertising and marketing e-newsletter Content material Of us. “That meant I may experiment with out strain.”It offers you direct entry to your viewers: Regardless of the built-in social media factor with Substack Notes, the platform lets you construct an electronic mail listing and talk with subscribers instantly with out worrying about algorithms. Your viewers truly receives what you ship. For a lot of writers, that’s a game-changer. “It isn’t a function per se—however the truth that it’s email-based means my work truly reaches my viewers. I don’t should combat 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 influence, Lily Ugbaja, who writes about nice advertising and marketing from totally different corporations on Advertising and marketing Cyborg, mentioned, “The community results truthfully. How simple it’s for folks to advocate 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 gives seamless monetization by way of paid subscriptions. Whereas not each Substack creator chooses to monetize, having the choice to take action with out organising a separate cost system is a serious benefit.It looks like a neighborhood: Many writers respect 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 electronic 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 neighborhood, “There’s such thought of dialogue in Notes and my feedback. I didn’t count on Substack to really feel this interactive.”
Offered? Maintain on a second — let’s stroll by way of among the challenges creators face with the platform.
Challenges creators face with Substack
Substack makes it simple to begin a e-newsletter—however that doesn’t imply it’s simple to develop and maintain one, irrespective of which platform you select.
Each creator faces obstacles, whether or not gradual viewers progress, burnout, or determining how one can 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 progress, basically, tends to be gradual and regular. Many writers count on 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 a must to play the lengthy sport. Preserve exhibiting up even when it looks 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 strain to maintain writing can really feel overwhelming.Monetization isn’t immediate — or accessible to everybody: Many writers assume they will launch a Substack and instantly begin being profitable. 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 progress in Work Higher shared, “I do [monetize], however I’ve only a few paid subscribers. It’s been a gradual climb, and I’m nonetheless determining how one can make it sustainable.”Substack’s limitations: Whereas Substack is nice for simplicity, it does have some limitations—particularly in relation to customization, design, and analytics. Some writers like Fio discover it irritating that they will’t customise their e-newsletter format as a lot as they’d like. Fio shared, “There are some severe fashion limitations. I want Substack allowed for extra formatting choices.”
Now that we’ve walked by way of the perks and disadvantages let’s stroll by way of precisely how one can arrange your personal Substack—from selecting a reputation to hitting publish in your first submit.
How one can arrange a Substack e-newsletter
Beginning a Substack is easy. You possibly can 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 a fascinating bio, these early steps could make a giant distinction in how potential readers understand your e-newsletter.
Right here’s how one can arrange your account for achievement.
1. Create a Substack account
Step one is to go to substack.com and enroll and comply with 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 electronic mail footer.
In your profile web page (which you’ll be able to entry by way of the pictures on the top-right or bottom-left of your homepage), click on Settings to edit your profile image, identify and bio.
Your picture is usually a image of you or a emblem 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 powerful bio:
Clearly states the e-newsletter’s focusHighlights who it’s forUses a conversational, approachable tone
For instance, as an alternative of:
“I’m a advertising and marketing knowledgeable sharing my ideas on digital tendencies.”
Attempt:
“Each week, I break down digital advertising and marketing tendencies into actionable methods—so you’ll be able to develop your model with out the guesswork.”
You possibly can (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 about up, choose Begin Writing on your own home web page to begin organising 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 must scroll to the underside of the Settings web page, then choose Convert to publication to realize full customization capabilities.
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Observe: That is non-compulsory – you’ll be able to nonetheless publish posts to Substack with out this course of. Nevertheless, this enables extra customization that can influence the remainder of this how-to.
Now, you’ll be able to change your e-newsletter identify, add branding, welcome emails and different customized content material. Listed here are a number of key choices to test:
Publication design: Add a emblem or banner and select a easy shade 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 electronic 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 it is advisable take a pause earlier than you arrange, Substack may have this useful guidelines ready for you in your Dashboard.
3. Write a welcome submit (non-compulsory however beneficial)
A welcome submit isn’t required, however it’s an effective way to introduce your self and your content material earlier than you begin sending common newsletters. It additionally offers first-time guests one thing to learn once they land in your web page. Some creators go tremendous detailed, whereas others hold it easy.
A easy format for a welcome submit:
Introduce your self: Who you might be and why you’re beginning this newsletterExplain what readers can count on: The subjects you’ll cowl and the way usually you’ll publishEncourage engagement: Ask readers to answer with their ideas or share the e-newsletter with others
5. Begin constructing your electronic mail listing
In case you have an current viewers—on social media, LinkedIn, or elsewhere—now’s the time to tell them about your e-newsletter.
Substack makes this simple with instruments like:
A novel subscribe hyperlink to share anywhereAn import function to herald electronic mail lists (so long as you’ve gotten permission)Embeds and buttons so as to add a signup type to your web site
Don’t wait till you’ve gotten the proper e-newsletter to put it on the market. Begin sharing your Substack as quickly as attainable—you’ll be able to refine it as you go.
How one can develop a successful content material technique for Substack
As soon as your Substack is about up, the following massive query is: What ought to I write about?
Whereas there’s no single “proper” approach to method Substack, probably the most profitable newsletters are likely to have a transparent focus, a constant publishing rhythm, and a powerful voice.
I requested the creators how they plan their content material, and their recommendation boils down to 3 key steps.
1. Outline your area of interest (or a minimum of your place to begin)
Earlier than publishing your first submit, it helps to have a basic concept of what you need to write about. Your area of interest doesn’t should be hyper-specific, however a transparent focus makes it simpler to draw the precise viewers.
It may give you a severe benefit in search, as Lade Falobi, who shares product advertising and marketing insights in Advertising and marketing for Geeks, shares, “I want I’d identified to optimize for search earlier. It’s not nearly writing nice content material—you need to make it simple for folks to seek out you.”
Some questions to assist outline your area of interest:
What subjects do you take pleasure in writing about?Who do you need to appeal to as readers?What distinctive perspective or experience do you carry?
That mentioned, don’t overthink it. A few of the finest 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 basic subject, take into consideration the way you’ll construction your e-newsletter. Will it’s essay-style deep dives? Brief insights? Curated business information? Interviews?
You don’t should restrict your self to “conventional” codecs — a few of my favourite creators go towards the grain to share extremely formatted content material, like Gabby Whiten, who writes Oh Eight, a way of life and style e-newsletter, and creates these elaborate collages for every concern.
Some common e-newsletter codecs on Substack embody private essays or storytelling, sensible guides & how-tos, curated content material, and interviews & case research.
There’s no proper or flawed selection, so simply choose a format you’ll take pleasure in writing persistently.
3. Set a sensible publishing schedule
Consistency is essential on Substack, however that doesn’t imply you need to publish continuously. The perfect schedule is one you’ll be able to keep on with 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 occasions every week.
4. High quality over amount
The most important mistake new writers make? Publishing for the sake of publishing. Consistency issues, however high-quality, helpful content material is what retains readers subscribed.
Reasonably than stressing over frequency, give attention to delivering posts that inform, entertain, or problem your readers in a roundabout way.
How one can develop your viewers on Substack
When you’ve began writing, the following problem is getting folks to really learn your e-newsletter. In contrast to social media platforms, the place content material can go viral in a single day, e-newsletter progress 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
Considered one of Substack’s greatest benefits over self-hosted electronic 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 advocate different newsletters, and in return, others might advocate yours. Many writers say this is likely one of the simplest progress methods.
Use Substack Notes: This works like a Twitter feed however inside Substack’s ecosystem. Sharing ideas, hyperlinks, and even snippets of your posts can assist appeal to new subscribers. Success Lawal, who writes Expensive Digital Advertising and marketing Beginner, says, “Substack Notes has been helpful for sharing brief updates and fascinating with my viewers exterior of simply newsletters.”
Have interaction in Substack Chat: In case you have paid subscribers, Chat permits for direct, paywalled neighborhood engagement, which may improve retention and word-of-mouth referrals.
Lastly, like many different social platforms, hold an eye fixed out for brand new options and benefit from them. For instance, Substack simply launched a video feed and whereas it’s not tremendous common but, it’ll be an effective way to begin 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 inside options can also be one approach to leverage social media, as Anna Burgess Yang shared, “Very, very just lately, I began ‘restacking’ quotes from different Substack writers as a approach to enhance visibility. It’s been attention-grabbing to see how that helps in engagement.”
In case your content material is visible or instructional, think about repurposing e-newsletter content material into carousels or brief movies and share brief, partaking 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 provide to jot down a visitor concern for one more Substack.
4. Convert readers into advocates
A few of the finest subscribers come from word-of-mouth. One of the simplest ways to encourage this? Ask your readers to share. A easy “In case you loved this, think about forwarding it to a pal” on the finish of your emails can work wonders.
You also needs to think about recognizing lively readers to create a stronger neighborhood and encourage sharing.
Whereas Substack doesn’t have a built-in referral program (but), some writers manually monitor referrals and provide small perks like unique content material.
How one can 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 instantly by their viewers by way of paid subscriptions.
However when is the precise time to introduce a paid tier? How do you truly get folks to pay? And are subscriptions the one approach 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 is going to be attention-grabbing to see the way it goes. I didn’t need 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 case you’re hesitant to do that, don’t fear. A typical method is to attend till you’ve gotten a minimum of a number of hundred engaged free subscribers earlier than launching a paid tier. This offers you time to construct belief, set up a writing rhythm, and perceive what your viewers values most. In case you’re uncertain, think about a tender launch—activate the paid choice, however don’t closely put it on the market but. That manner, early supporters who need to pay can achieve this whilst you proceed rising your free viewers.How a lot must you cost? Substack enables you to set your subscription costs, sometimes providing month-to-month, yearly, and founding member tiers. Anecdotally, most creators keep on with a default $8 per thirty days or $80 per 12 months 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 per thirty days, and a type of is behind a paywall. This fashion, free readers get loads of worth whereas I nonetheless provide exclusivity to paid members,” says Anna Burgess Yang. The bottom line is making your free content material ok that readers naturally need extra. In case your free content material is effective, folks will likely be extra inclined to help 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, affiliate marketing online, one-time funds utilizing platforms like Purchase Me a Espresso for ideas and consulting, programs, or merchandise.
How one can convert free readers into paying subscribers
Getting folks to subscribe free of charge is one factor. Getting them to pay is one other.
Listed here 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 case you take pleasure in my writing, think about upgrading to a paid subscription” could make a distinction.Provide a free trial: Substack enables 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 stories for paid subscribers. Individuals pays in the event that they see an actual distinction in what they get.”
In case you’ve made it this far, you’ve gotten every thing it is advisable begin—and maintain—a profitable Substack e-newsletter.
An important factor of rising on Substack is partaking along 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 can assist create a loyal, engaged viewers.
A major 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 neighborhood, reaching ~50,000 subscribers and producing ~$400,000+ yearly.
Melissa Blaser broke down what makes her so profitable on LinkedIn, however what it boils right 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 need to devour content material—in addition they need to take part. The extra you have interaction with them, the extra invested they turn into.
In case you’ve been occupied with launching a Substack, think about this your signal to begin. Your first submit gained’t be good. Your first 10 subscribers would possibly simply be family and friends. However each nice e-newsletter began the identical manner — with one submit and one reader.
So go forward: enroll, write your first submit, and hit publish.
