Context

Let's clarify what Substack is. It’s a platform where “anyone can launch a publication that merges a personal website, blog, and email newsletter or podcast.”

Subscribers who appreciate your content can opt-in to your newsletter. If you choose to put your content behind a paywall, they must pay to access it.

As a creator, using Substack is free. You simply set up an account and start delivering content to your subscribers.

The only fees you incur are when you begin charging subscribers for access. Substack retains a percentage to cover processing fees, like many payment platforms.

How I’ve Engaged with Substack

I started my Substack journey in 2021 with “The Frolics According to Ellen,” which focused on business insights and personal experiences. That newsletter has since been discontinued as I decided to move on.

My second venture, launched in 2022, is titled “1 Lovelock Drive,” a collection of fictional and romantic stories.

My third project, “McRae Wrote A Book,” has just launched, offering behind-the-scenes insights into the writing process.

Interface

Having previously worked in website design, I find Substack’s interface to be user-friendly and intuitive. However, I understand that it can feel overwhelming for writers and marketers without a design background. It would have been challenging for me some years back.

You don’t need to be a web designer or a coding expert to navigate it — don’t let anyone convince you otherwise.

However, I recommend checking out some introductory tutorials and browsing Substack’s help sections before dismissing it as overly complicated.

One of my favorite features is the prominently displayed “New post” button in your branding color, which comes with a dropdown menu for your posting options.

As you can see, there are four primary types of posts available: - The first is simply called “post,” which is the most basic form of email distribution. - The remaining three options are straightforward — if you're familiar with Twitter or Instagram threads, the “thread” option will be easy to grasp.

I won’t cover every detail of Substack’s interface, as this isn't meant to be a tutorial (but I’m more than willing to assist with specific sections if needed).

I emphasize this feature as it highlights the platform's simplicity. The more you explore the interface and interact with the buttons, the clearer it becomes.

But exploration is key. Keep using it, and you'll soon discover how manageable it is.

Utilizing Features

Substack provides features not commonly found on other email marketing platforms. Most competitors operate independently, without user interconnectivity.

Substack fosters a community, albeit one that doesn’t charge for access, which we’ll discuss shortly.

This communal aspect enables them to offer features like “Notes” and “Chat,” promoting dialogue between you and your subscribers.

Initially, I hesitated to engage with these features, viewing them as just another task on my extensive to-do list. However, they serve a purpose.

Your subscribers desire interaction (and I’ve received inquiries about why I haven’t utilized notes, for instance). They crave connections with you and want to hear from you.

If you commit to this platform, ensure you have the capacity to utilize these features. There's no benefit in being only partially engaged.

Design Limitations

At times, I find Substack's design restrictions frustrating. Users face limited layout options, and the freedom to create vibrant and eye-catching pages is certainly lacking.

Initially, I thought Substack might not suit my needs due to these limitations.

But then I reminded myself that I didn’t join to use a web design tool. This is an email marketing service, after all.

I began comparing Substack to Mailchimp, another email marketing platform I had previously used: - Mailchimp didn’t provide a central hub (homepage) to archive past emails for new readers to catch up on. - It also lacked a user-friendly interface for individual posts. - And it certainly didn’t offer community features like chat.

Realizing that Substack exceeds the capabilities of many other platforms helped me overlook its design limitations.

Testing

Recently, a friend expressed frustration about her Substack misfiring.

She described sending an email with incorrectly sized text and a missing header. She was upset, assuming the platform had altered her settings.

In reality, it was a user error; she hadn’t tested her layout and emails prior to sending them to her subscribers.

This simple task (one button click on your draft) is often neglected. It’s your quality control.

While many users focus on the written content's quality, in this marketing space, the overall experience requires quality assurance. You must test: - Buttons - Hyperlinks - Headers - Footers - Paid emails - Free emails - Videos

If you neglect this quality control, no one else will.

Skipping this step may lead you to believe there’s something wrong with Substack when it’s actually an issue with your usage. It’s a rookie mistake.

Don’t make it.

Don’t Use Your Subscribers as Test Subjects

In some of my initial Substack posts, I experimented with different writing styles and vlogging for the first time.

With an invested audience, I believed I could introduce something new. However, I was essentially using this platform as a test bed, and my subscribers were my test subjects.

I failed to acknowledge the significance of these subscribers. They were more committed to me than anyone on other platforms. They granted me access to their email inbox, allowing direct communication whenever I wished.

I shouldn’t have taken their trust for granted.

It may sound dramatic, but sharing an email address is a significant commitment for many. Moreover, they don’t sign up just to receive any random email, especially on Substack.

Value their trust, and they will reciprocate (leading to a thriving Substack).

Finding and Retaining Subscribers

Many people misunderstand Substack because it doesn’t function like a social media platform. - It lacks paid advertising to place you in front of potential readers. - It doesn’t showcase content from Substacks you haven't subscribed to.

This is where the search function comes into play.

Every Substack newsletter is included in this search feature.

Users simply need to search for what interests them, and if your newsletter is set up correctly, it will show up in the search results.

Some users dislike that Substack doesn’t have built-in promotional features. They feel shortchanged by the absence of an audience.

I view it differently: a platform like this doesn’t require, nor should it provide, an inbuilt audience for marketers.

Other email marketing services don’t apologize for lacking these features, so neither should Substack.

I don’t expect every marketing tool to come with an audience that appears once I hit “publish.”

So why should my email marketing platform be any different?

Recommending Other Substacks

When establishing your newsletter, you have the option to recommend other Substacks.

You can also include these recommendations in your profile at any time.

This is an excellent way to support fellow writers and develop a mutually beneficial promotional relationship.

If you recommend them, they’ll likely recommend you.

I’ve received numerous referrals to one of my Substacks through this recommendation feature.

This works effectively when the two newsletters are aligned in content.

If two unrelated newsletters endorse each other, it likely won’t succeed. It would be like promoting wedding venues in a retirement home — not the right audience.

Content Delivery Schedule

A crucial element for making Substack effective is to have a content schedule.

This is a fundamental principle of email marketing — your readers need to know when to expect communication from you.

Though Substack may appear different from other marketing platforms you’ve used, it remains an email service.

All the established email marketing guidelines still apply.

It’s easy to feel pressured to adopt a different approach on this platform, but if you’re coming from a service like Mailchimp, simply treat it similarly.

Avoid Daily Posts

One of my newsletters focuses on my fiction series, 1 Lovelock Drive.

For this newsletter, I aimed to provide daily installments of the story directly to readers. Each installment was around five to six hundred words, designed to entice readers to return and attract new subscribers eager to see what happened next.

It was a colossal failure.

I posted for nearly three hundred consecutive days and gained only sixty-four subscribers.

These numbers were insufficient to justify the effort I invested in running the Substack and writing the narrative.

Daily emails are challenging to maintain (due to the workload), and subscribers may not value them. If they did, I’d have six thousand subscribers, not sixty.

If you wish to engage your subscribers daily, consider utilizing the chat and notes features instead. Keep it concise, as that’s effective for community building.

Scheduling in Advance

From the outset, I leveraged Substack's scheduling feature. I appreciated setting the date and time for newsletters to be dispatched while I attended to other responsibilities.

Having a schedule is fundamental.

It actually helps you clarify the message you intend to convey through your email marketing. When you map out the content of each post, you can define the communication purpose clearly.

This makes it easier to evaluate the success of your individual emails and your broader strategy based on those objectives.

Niche Yet Not Too Niche (What to Post)

What type of email marketing is most effective on Substack?

When setting up your Substack, it may feel like only certain niches can thrive.

You have to select an industry from a dropdown list, which can be intimidating if your niche isn’t included.

I don’t worry about this; I believe it’s primarily for categorizing your newsletter within the previously mentioned search feature.

It also serves as market research for Substack’s creators, helping them promote to a wider audience.

In reality, it’s an email marketing platform with a wide array of features. Any niche can utilize it as long as you have something to communicate via email.

That said, some topics are inherently more lucrative and appealing to a larger audience.

Topics like entrepreneurship, financial advice, and health and wellness will invariably attract more interest than more specialized niches.

I learned this firsthand with my 1 Lovelock Drive Substack. While it focuses on women’s fiction with a romantic angle, I recognize it won’t resonate with everyone. I couldn’t persuade everyone to read fiction, let alone daily installments focused on women’s issues.

Is the Niche Challenge a Substack Issue?

You cannot attribute the failure of your newsletter to Substack. They provide the platform; it’s your responsibility to attract subscribers.

If you have an exceptionally niche topic but aren’t promoting your newsletter, and no one knows about it, that’s on you.

You can’t expect to grow a newsletter without actively sharing it. The same principles apply whether you have a newsletter on your website or through another marketing platform.

I’ve heard many people express frustration about altering their newsletter topics due to a lack of subscribers.

If this resonates with you, first ask yourself: - Have you tried promoting it to potential readers? - Have you advertised the newsletter in relevant spaces? - Have you identified your target audience?

If you answer honestly, you won’t blame Substack, nor will you hastily switch niches.

Monetization

I’m sure you’re aware of Substack’s paid subscription option.

You can implement a paywall for your posts at any time, meaning subscribers must pay to access the content.

The flexibility here is undeniable; you can designate certain posts as free while others are paid. Additionally, you can place a paid section within a post as a teaser for your free subscribers.

However, I wouldn’t recommend launching a Substack newsletter with the primary goal of generating income from day one. Unless you possess an (extremely) established following, charging for content from the outset is unwise.

Technically, you can do whatever you like.

But most email marketers would advise against it.

The essence of email marketing is to deliver value to your subscribers. It’s about building a community and fostering trust. Putting all your value behind a paywall from the start hampers community building.

It creates a barrier between you and your audience.

For many readers, committing to a subscription may not be feasible initially. However, this doesn’t mean they won't make a financial commitment to you later.

For example, your devoted followers might purchase products you promote through your Substack newsletter, but they may not be able to afford a $10 monthly subscription.

Additionally, it’s challenging to attract paid subscribers when everything you offer is behind a paywall. If potential customers don’t see what they’re getting, they’re unlikely to subscribe.

It’s akin to buying a car without a test drive — no one is going to do that.

Of course, there are exceptions to this rule.

If a high-profile figure like Taylor Swift were to create a Substack with all content behind a paywall, she would likely succeed. But for those without such an established name, this approach is less likely to work.

Who Benefits Most from Substack?

The individuals who will gain the most from Substack are those who understand email marketing. - They recognize how to leverage email marketing to drive traffic to other aspects of their business. - They appreciate how email marketing influences the customer experience and what value they can deliver. - They acknowledge the effort required for a successful email marketing campaign and are committed to putting in that work. - They have clear objectives for their newsletter.

If you approach this platform thinking you’ve discovered a writing service that pays you per read, you are mistaken.

Substack provides a framework for you to cultivate your business and voice through email marketing — it’s as straightforward as that.

Learning Curves

I don’t believe there’s any marketing strategy or platform without a learning curve — or a but.

I’ve yet to encounter a business tool so flawless that it requires no effort, application, or consistency from the user.

Why would Substack be an exception?

I won’t pretend it will address all your marketing challenges or that there won’t be occasional hiccups along the way. But as a writer, marketer, or business owner, you knew it wouldn’t be easy.

Embrace Substack for what it is, welcome the learning curve, and you’ll find success before long.

Writers, be sure to check out my **free* Substack: McRae Wrote A Book. As the name suggests, we discuss all things writing.*