What Is Substack and How to Use It for Email Marketing

There was a time when writers had mailing lists, journalists had loyal readers, and businesses had direct relationships with customers.

Then, as platforms took over, the internet rules changed dramatically. Visibility became something you rented—through algorithms, advertisement budgets, and engagement hacks.

But it seems that since recently the shift started happening again, thanks to platforms like Substack. What is Substack? Substack isn’t just another email tool, but rather a response to an over-mediated system and a way for writers, creators, and businesses to take back control of their audience and their content. No middlemen or algorithms deciding who sees what.

But is Substack the right choice for everyone? Is Substack free? How does it compare to traditional email marketing platforms? And more importantly, how do you actually use it to grow, engage, and monetize an audience? Let’s break it down.

What Is Substack?

So, what does Substack mean? It is a newsletter publishing platform that allows writers, journalists, and creators to own their audience, distribute content through email, and monetize their work through subscriptions. In other words, it’s a modern solution to an old problem: how to write freely and actually get paid for it.

How does Substack work? The model is simple:

• Writers create and send newsletters to subscribers.
• Readers subscribe for free or pay for premium content.
• Substack handles email delivery, payment processing, and hosting, so creators can focus on writing.

There are no ads, no algorithms deciding who sees your content, and no platform shadow banning your work. Your audience gets exactly what they signed up for, straight to their inbox.

What Is Substack Used For?

The answer varies depending on who you ask. For independent journalists, Substack offers an alternative to traditional media. For authors, it’s a way to test ideas and connect with a loyal audience. For creators tired of social media’s unpredictability, it’s a space where content actually reaches the people who care about it.

Key features include:

✅ Newsletter publishing: Write and send content directly to your readers.

✅ Subscription management: Set up free and paid tiers for exclusive content.

✅ Community engagement: Readers can leave comments, join discussions, and interact beyond just email.

✅ Podcast & audio support: Some writers even use Substack for exclusive podcasts.

Is Substack Free?

If you want to try out the platform but wonder if Substack costs money, the answer is both “yes” and “no.”

It all depends on how you use it. Creating an account, publishing newsletters, and building an audience cost nothing. However, the Substack subscription cost includes a 10% commission on earnings. That means you can start writing and building your audience at no cost, only paying when you make money.

That means:

• If you run a free newsletter, Substack is completely free.
• If you offer paid subscriptions, Substack charges 10% of what you earn—plus standard Stripe payment processing fees (~4%).

There are no hidden costs, premium tiers, or paid upgrades. You can start and stay free forever, but if your goal is to make money on Substack, a portion of your revenue goes back to the platform.

How to Use Substack for Email Marketing

Step 1: Create a Substack account

Starting with Substack is very straightforward: 

• First, go to Substack.com and create an account.
• Choose a name for your newsletter—preferably memorable and tied to your niche.
• Pick a custom URL (yourname.substack.com) that reflects your brand.
• Write an intro for your “About” page—this is where new readers decide if they’ll subscribe.

Step 2: Customize your newsletter

Branding matters. Even in a text-first medium like email, people recognize and remember what feels intentional.

Before sending anything, take time to set the tone visually and structurally:

• Upload a logo and choose colors that match your brand.
• Write a short bio that tells new readers why your newsletter is worth their inbox space.
• Decide between free and paid subscriptions—some writers offer everything for free, while others reserve premium content for paying subscribers.

If you’re thinking about how to make money on Substack, consider a hybrid model—free emails to grow your audience, paid content for deeper insights. Many successful writers use this to build trust first, then monetize later.

Step 3: Write and send your first email

Now, the hard part—getting people to actually read.

A newsletter is only as good as its open rate, and a high open rate doesn’t come from luck but from knowing how to get people to care.

Some things to focus on:

• Subject lines that matter. Short, intriguing, never misleading. If you wouldn’t click on it yourself, rewrite it.
• Formatting that respects attention spans. Break up text. Use bold for key takeaways. Make it easy to scan.
• Visuals that enhance, not distract. Substack allows images, embeds, and links—but use them with purpose.
• A clear CTA. Every email should lead somewhere—subscribing, sharing, clicking through, or replying.

With Substack, it is important to keep in mind that it isn’t about clickbait growth strategies. It is a platform where you show up consistently and build an audience that actually wants to hear from you.

Step 4: Grow your email list

While Substack gives you the tools to publish, it doesn’t hand you readers on a silver platter. You have to go out and find them.

Some ways to do that:

• Leverage social media, but don’t rely on it. Twitter (or X) is a big driver for Substack sign-ups, but it’s not the only option. LinkedIn works well for industry newsletters. Instagram and TikTok are effective if your niche allows for it. Wherever you promote, the key is the same: don’t just post links—post ideas that make people want more.
• Use your existing audience. If you already have an email list, invite them over. If you’ve written guest articles, spoken at events, or built a following elsewhere, let people know where they can get your best content.
• Cross-promote with other Substack writers. Collaboration is one of the fastest ways to grow. Find writers in similar spaces, mention each other’s work, and introduce your readers to new voices. Substack even has a built-in recommendation feature that lets newsletters promote each other.

Step 5: Monetize your newsletter (optional)

Monetization isn’t the goal for everyone. But if you want your newsletter to be more than a hobby, Substack makes it easy to turn an audience into reliable income.

But how do you convince people to pay?

• Offer something they can’t get elsewhere. Whether you choose to publish essays or behind-the-scenes insights, paid content should feel like an upgrade, not just a paywall.
• Create a tiered model. Some writers keep most content free but offer paid extras.
• Use scarcity strategically. Limited-time discounts for early subscribers or “founding member” tiers can create urgency without feeling pushy.

If paid subscriptions aren’t your thing, there are other ways to make money on Substack:

• Sponsorships: Brands pay to be featured in your newsletter. Works best for niche audiences.
• Affiliate links: If you recommend books, tools, or services, affiliate programs can add extra income.
• Consulting & courses: A newsletter can be the first step in a larger business model. Teach, advise, or offer premium workshops.

Limitations of Substack for Email Marketing

Substack is built primarily for writing. It’s great for newsletters, but if you need advanced automation, segmentation, or sales-driven campaigns, its limitations are rather obvious.

• No automation or drip campaigns. Every email is a one-time send. There’s no way to create sequences that nurture leads over time. 
• Limited audience segmentation. Subscribers are either free or paid. You can’t tag users, send targeted emails based on behavior, or segment lists beyond these two groups. 
• No built-in CRM or deep integrations. Substack pricing includes payment processing, but it doesn’t integrate with tools like Salesforce or HubSpot. So, managing leads or tracking engagement beyond open rates is not happening here.
• Not designed for promotional emails. If you are selling products or running aggressive sales campaigns, its lack of promotional tools and conversion tracking does not make it an ideal choice.

Substack vs. Traditional Email Marketing Platforms

When Substack wins

What is Substack used for? Substack is built for writers, journalists, and creators who want to engage their audience through long-form content and monetize through subscriptions. If your goal is to grow a community, share insights, and turn readers into paying members, Substack is the better choice.

Best for:

• Thought leadership and industry deep dives
• Newsletters with a personal, storytelling-driven approach
• Writers who want to make money from paid subscriptions
• Independent journalists moving away from traditional media

When traditional email marketing platforms win

Professional email marketing platforms exist for a reason. They’re designed for professional drip campaigns, lead generation, and more. If you need to segment audiences, A/B test subject lines, or trigger behavior-based email sequences, Substack won’t cut it.

Best for:

• Businesses running product launches, e-commerce promotions, and lead nurturing
• Sales funnels that require automation and retargeting
• Companies that need detailed performance tracking and analytics
• Teams that require multi-user access and CRM syncing

Nonetheless, email marketing platforms lack a seamless publishing experience for long-form, reader-focused content and the simplicity of writing and sending without marketing distractions

So, if content is your product, Substack is the better choice. But if content is just a tool to sell something else, a traditional email marketing platform will provide you with more and better options.

To Sum Up

At its core, Substack meaning is associated with simplicity, independence, and direct audience connection. It’s a shift away from algorithm-driven content, giving writers and creators full control over their message and their revenue.

What is Substack, and how does it work? It’s a tool that lets you publish, distribute, and monetize your writing through email. But Substack isn’t for everyone either. It is primarily built for content-first strategies, not aggressive marketing tactics. The key is knowing whether your goals align with what Substack does best.

For those looking to write without gatekeepers and turn a newsletter into a business, Substack is an amazing option to look at.