From Edie: Discover the key differences between Substack and traditional email platforms. Learn what writers need to know before switching, and how to protect your author platform, reader relationships, and long-term marketing strategy.
Substack vs. Traditional Email Platforms: What Writers Need to Know Before Making the Switch
by Kate Huff @KateOliviaHuff
With recent changes to traditional email platforms, like MailerLite's new 500-subscriber threshold and Kit's pricing overhaul, many authors have been asking me if Substack might be a better option. I get it. The appeal of "free and simple" is strong, especially when you're watching platform costs climb.
But here's what you should understand before you make the switch: Substack looks like an email platform, but it behaves more like social media. And that difference matters more than you might think.
The Social Media Platform Hiding in Plain Sight
I know that might sound strange, especially because Substack calls itself a newsletter platform. But over the years, its focus has shifted in ways that align it more with social media than email marketing.
Think about how social media works. It thrives on discovery and community interaction. On Substack, your posts aren't just sent to inboxes, they live on a public profile page. Readers can discover you through Substack's recommendations, browse your archive, comment publicly, and engage with other readers. All great for discoverability, but that's social media behavior, not email behavior.
Social media platforms want you to stay inside their ecosystem. Substack has Notes (their version of a Twitter/X feed), recommendations to other writers, and a mobile app designed to keep readers scrolling. They're building a garden where people consume content without ever leaving. Traditional email platforms? They're designed to send people somewhere else, whether it’s to your website, your book page, your sales funnel.
Here's a critical distinction: People can "follow" your Notes and never subscribe to your newsletter. They can consume your content and boost your numbers, but they're dependent upon the algorithm, like every other social media platform. They aren't "your" people, they're Substack's people.
Writers vs. Authors: Understanding What You Actually Need
This brings me to the real heart of the matter: Substack is built for writers, not necessarily authors. And yes, there's a difference.
Writers on Substack often share essays, commentary, and ongoing serialized content. They build audiences around their voice and perspectives. Many are monetizing through paid subscriptions, posting weekly or even daily to keep subscribers engaged.
As an author, your email list serves a different purpose. It's not just a place to share your latest chapter or blog-style update. It's the engine that drives your book marketing. You don't need readers expecting daily content—you need them to remember you when your book launches, even if that's six months away.
Substack has been making waves since 2017, and the success stories are exciting. But here's the reality check: most writers earn less than $1,000 a month on Substack. The platform's paid subscription model rewards frequent posting and high engagement. The more you publish, the more visible you are. That places the weight back on you to continually create new and fresh content to keep readers engaged, which is exhausting.
What Traditional Platforms Give You (That Substack Doesn't)
Here's what platforms like MailerLite, Kit, or Beehiiv offer that Substack doesn't:
Automation. Want a welcome sequence that introduces new readers to your voice, shares your free short story or novella, and then places them into your main list? Traditional platforms make that seamless. Substack doesn't offer this functionality.
Ownership. This is where things get complicated. Yes, you can export your email subscribers from Substack. But here's the catch: you cannot export your Notes followers. Those people who follow you, engage with your Notes, and boost your visibility? They're not yours to take if you leave. You don't get their email addresses. They belong to Substack's ecosystem. With a traditional email platform, everyone on your list is fully yours, complete with email addresses you can export anytime. That distinction matters when you're building long-term.
Design & Branding. An author's email needs more flair than a plain-text blog post. Traditional platforms let you match your newsletter to your author brand—with colors, headers, and links that feel like you, so readers will begin to associate those things with you.
Data Tracking. If you've been following my work, you know I'm a big fan of learning about your readers from the data. While Substack provides basic analytics like open rates and subscriber growth, traditional platforms offer the granular email marketing data authors need: individual link click-through rates, automated tagging based on behavior, detailed segmentation, and conversion tracking. All things that are crucial for understanding what drives book sales.
Better Deliverability. With the 2024 Gmail and Yahoo authentication requirements (SPF, DKIM, and DMARC), traditional email platforms have invested heavily in ensuring your emails actually land in inboxes. Substack handles some of this, but you have less control and visibility into your sender reputation.
What Should You Do?
None of this makes Substack bad. It's just different than what most authors actually need. If your goal is simply to share words with the world in the easiest, most budget-friendly way, Substack is a solid choice. It reminds me of old-school blogging days, and there's real value in that simplicity.
But if you're serious about building an author business—one where you control the relationship with your readers and can drive book sales when you need to—a traditional email platform is worth the investment.
Yes, platforms like MailerLite now require paid plans after 500 subscribers, and Kit has increased pricing. But these changes reflect better deliverability, stronger security, and more powerful tools. Your emails actually landing in inboxes instead of spam folders? That's worth a monthly investment.
Here's my suggestion: Use Substack as you do every other social media platform. As a discovery tool, not the final destination. Let people find you there, fall in love with your words, and then invite them to join your private email list where you control the connection.
Your Challenge This Week
Take five minutes today to look at where your audience lives. Make a quick list of every place you connect with readers. Substack, your newsletter platform, Instagram, Facebook, your website, etc. Circle the ones you own.
If Substack disappeared tomorrow, could you still reach your readers?
The platforms you own, your email list, your website, those are your safety net (and springboard). Everything else is borrowed space. Build your foundation on what you control, and use the rest as bridges to bring readers home.
Because at the end of the day, you're not just selling your writing, you're building a career with lifelong fans. And that requires ownership, not just visibility.
TWEETABLE
Kate works as a freelance content writer and newsletter specialist. She has over twenty years of experience crafting content, specifically newsletters, across diverse sectors, including non-profits, sales, and fundraising. She helps authors and entrepreneurs create compelling newsletters that connect with their audiences and offers tailored content creation services, as well as training on how to build newsletters and grow subscriber bases.
You can find her at WWW.KATEOLIVIAHUFF.COM or on most socials as @kateoliviahuff. Sign up for Newsletters Made Simple for Authors at HTTPS://REBRAND.LY/NEWSLETTERS-MADE-SIMPLEfor simple tips to take your newsletter from good to great!
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