Substack for Self-Publishing Authors
The Email Revival—and the Substack Disruption
For more than a decade, seasoned authors and publishing professionals have preached the enduring power of the email newsletter. Long before Substack entered the scene, email was already proving itself to be one of the most consistent and profitable tools in a writer’s platform—precisely because it creates a direct line to readers without the noise, cost, or interference of third-party algorithms.
And then Substack came along and flipped the script.
Rather than treating email as a back-end utility, Substack positioned it as a front-end publishing platform, reimagining newsletters not just as marketing tools but as works of creative writing themselves. Suddenly, authors were not just maintaining mailing lists—they were building publications. Reader-funded ones.
For many indie authors, Substack feels like a breath of fresh air: elegant, easy to use, and aligned with the values of creative control and platform ownership. But with its sleek interface comes a swirl of confusion: What is Substack actually for? Should fiction writers bother with it? Should you launch paid subscriptions or keep your work free? And how does it compare to tried-and-true email tools like MailerLite or ConvertKit?
This longform guide explores what Substack offers, how authors are using it, and—most importantly—how to do so with clarity, realism, and creative purpose.
What Is Substack—Really?
At first glance, Substack is a newsletter tool. But dig deeper and you’ll find it functions more like a hybrid between Medium, WordPress, and Patreon. Writers can publish longform essays, stories, or serials directly to readers via email while also building a publicly visible archive of content on their Substack site. They can toggle between free and paid subscriptions, offering premium content to superfans or keeping everything accessible to grow reach.
Substack’s user experience is deliberately frictionless. No web hosting, email marketing integrations, or complex billing tools required. You simply sign up, write your first post, and go. It handles delivery, formatting, and payment processing (via Stripe), with the platform only taking a 10% cut if you enable paid subscriptions.
But this simplicity is strategic. Substack isn’t a software-as-a-service company like ConvertKit or Mailchimp. It’s a participant in the creator economy, incentivized to convince you to charge for your work—because they only get paid when you do.
That can be empowering for some writers and misleading for others. Understanding this business model is crucial to using Substack wisely.
The Promise—and the Pressure—of Paid Newsletters
Substack’s pitch is compelling: write what you love, email it to readers, and earn money directly from fans. For creators with an existing audience, this can absolutely work. But for newer writers without a platform—or those still defining their voice—the push toward monetization can backfire.
The reality is this: most people who read your free content will never pay for it. Even successful newsletters with large audiences often see just 2–5% conversion rates to paid tiers. That’s not failure—it’s the nature of the funnel. The vast majority of your readers are there for free. And they’re valuable in their own right.
In fact, a free newsletter may be the most powerful marketing asset you own. It keeps readers informed, connected, and engaged with your books, appearances, recommendations, and insights. It’s not just about monetization—it’s about visibility, consistency, and long-term relationship building.
If you’re considering Substack, think first about building an excellent free publication. Let that become your flagship. You can always monetize later, once you know what your readers actually want from you.
Substack for Fiction Authors: A New Chapter in Serial Publishing
While Substack’s initial growth came from nonfiction writers, journalists, and cultural commentators, fiction authors are now carving out a space of their own—particularly those interested in serialization, bonus content, or process transparency.
Publishing serial fiction on Substack offers creative flexibility:
You can structure posts as weekly chapters of a novel-in-progress, episodic
short stories, or deep character explorations paired with commentary. Some
authors treat their Substack as a living book; others use it to host side
content for paid fans. Still others share outlines, inspirations, and
behind-the-scenes glimpses to build anticipation for upcoming releases.
This model echoes 19th-century literary serialization but with modern tools and community engagement. You get to test ideas in real time, gather feedback, and iterate your work with the support of a reading audience.
That said, fiction on Substack is not plug-and-play. You’re competing for attention in a sea of nonfiction voices and political takes. You need to bring clarity, creativity, and a strong narrative hook to earn and keep readers. Serialized fiction doesn’t market itself—you’ll need to learn what draws people to a post, how to structure your updates, and how to build toward each next installment like a good season of television.
Don’t Confuse the Platform With the Purpose
One of the key warnings shared by seasoned publishing experts is this: Substack is a tool, not a strategy.
Writers often ask, “Should I launch a Substack?” when what they’re really asking is, “Should I build a newsletter, a blog, or a platform?” And that answer depends on many factors—not least of which is what kind of work you plan to share, who your target readers are, and how you plan to reach them.
The most successful Substack newsletters grow as an extension of existing visibility. They work best when readers already know your name from books, articles, speaking, teaching, or social media. For writers just starting out, Substack becomes less of a newsletter and more of a creative hub—a place where you consistently produce thoughtful content, hoping to build trust over time.
That makes it more akin to launching a blog, podcast, or YouTube channel. You need a content plan. You need patience. And you need to offer something valuable to people who don’t yet know who you are.
If you’re unpublished or unknown, you absolutely can grow a newsletter—but it will take serious effort, persistence, and creative generosity.
The Free Newsletter is Still King
One of the most important takeaways for authors considering Substack is that free newsletters still do the heavy lifting. Free subscribers fuel your growth, share your work, and form the base of your eventual superfans. They are more likely to buy your books, attend your events, and spread the word than any random follower on social media.
In the long run, a well-maintained free newsletter that shows up regularly in readers’ inboxes does far more to support your author career than a behind-the-paywall publication with limited reach. The value of that free relationship—built on trust and transparency—far outweighs the small monthly payment you might receive from a handful of paid subscribers.
Yes, paid tiers can be wonderful. But they should be built on top of a vibrant free ecosystem, not in place of one.
Platform-Building: No Shortcuts, No Secrets
There’s a common belief among new authors that building a platform means finding the “right” service—the tool that will make everything easier. But building a platform isn’t about software. It’s about showing up consistently, understanding your audience, and delivering value again and again.
Substack doesn’t change that.
If your newsletter isn’t gaining traction, the issue likely isn’t the platform—it’s the positioning. What are you writing about? Who is it for? Are you offering insight, entertainment, or access that matters to your target reader? Are you developing titles and subject lines that make people want to open your emails? Are you part of a community of writers lifting each other up?
These questions matter more than which buttons you click to send your post.
Community and Discoverability: The New Social Layer
Substack does offer one unique advantage over traditional email providers: its built-in network effects. With features like Recommendations, Notes (a Twitter-style social feed), and public profiles, Substack creates an ecosystem of writers and readers that support each other.
If your work resonates, other writers can recommend you to their followers. Readers can discover your posts through social threads or the Substack app. And unlike standalone newsletters hosted on Mailchimp or ConvertKit, Substack posts exist on the open web—indexed, shareable, and commentable.
For many authors, this community layer provides a powerful growth accelerant—especially in the early stages, when discoverability is everything. That said, this network is most useful if you engage with it. Comment on other newsletters. Share recommendations. Post regularly to Notes. These aren’t tricks—they’re acts of participation in a writing community that thrives on reciprocity.
Should You Switch to Substack?
Substack isn’t the only way to run a newsletter. Nor is it always the best. Tools like MailerLite, ConvertKit, Author.Email, and Beehiiv offer more automation, segmentation, and branding tools. But they also come with costs—both monetary and technical.
Substack wins on simplicity, especially for authors who:
- Want to prioritize writing over list management
- Are comfortable with a minimalist, blog-style format
- Value community engagement and public conversation
- Prefer free tools to paid SaaS platforms
- Want to experiment with serialization or hybrid publishing
However, it’s not ideal for:
- Authors needing sales automations and segmenting
- Advanced ecommerce integrations
- Dedicated landing pages and lead magnet delivery
- Visual customization and branding control
There’s no one-size-fits-all solution. What matters most is that you choose a tool—and a plan—that supports your goals, fits your workflow, and lets your voice shine through.
Final Thoughts: Use Substack as a Tool, Not a Crutch
Substack offers real opportunity—but not shortcuts. It will not build your audience for you. It will not replace the need for clear messaging, thoughtful content, and long-term consistency. But for authors willing to treat it as a creative platform rather than a silver bullet, it can become a deeply fulfilling part of your career.
Start with clarity. Grow with consistency. Lead with value.
And above all: remember that your most powerful asset isn’t the platform—it’s the connection you build with readers, one email at a time.
