📧 Authors, tune in; the great email debate rages on

Substack vs Traditional Email: your burning questions answered

I've been seeing a lot of questions lately about Substack versus traditional email platforms. 

So, I thought I'd use my email marketing background with emerging authors to help you understand the differences. 

Think of it like you’re choosing between writing in a bustling coworking space or a home office—both have their merits, but which is right for you?

Let's break it down.

Substack: The Creative Coworking Space

Picture a vibrant coworking space where writers gather, share ideas, and connect with readers. 

That's Substack. 

It's got:

• A built-in community (think: animated discussions in the communal kitchen)

• Organic growth through networking with other ‘coworkers’

• An all-in-one space for writing, publishing, and even monetizing your work

• New amenities popping up regularly, like workshop rooms or networking events

The exciting part? Substack is reimagining author-reader connections. 

With a few taps on your phone, you can host a live event in the virtual conference room, collaborate with fellow authors, or host a Q&A in the lounge area. You don’t need to worry about being camera-ready—these tools are designed for authentic interactions.

Plus, Substack can turn your virtual meetups into podcasts, expanding your reach to listeners on Spotify and beyond. 

Suddenly, your ideas are traveling further than you imagined.

Traditional Email (like MailerLite): The Home Office

Now, imagine a well-equipped home office. Everything is set up exactly the way you like it. You have more tools than you need to run your business and market your book. 

That's your traditional email platform. 

It offers:

• Powerful tools for crafting and scheduling your work, like a custom-built desk with all your favorite supplies

• Flexibility to sell digital products or courses, as if you have a small storefront attached to your home

• Subscriber categorization and personalization, like a color-coded filing system for each reader’s content preferences

When I worked with authors on book marketing, we'd use these platforms to create landing pages with lead magnets—often a book's intro or first chapter. We'd set up automated email sequences to build pre-launch buzz and use them as digital freebies for guest podcasts. 

Here's where automation rocks: once someone signs up, they automatically start receiving your emails in a predetermined order and timing. You can set it and forget it. 

We'd also use something called segmentation. It’s like organizing your subscriber list into different drawers in your filing cabinet based on your readers' interests or actions. You can send more targeted, relevant emails to each group.

[Spoiler Alert: a quick note on email laws]

If you're considering moving your list from a traditional platform to Substack, here's the scoop: Once a reader has opted in to your list, you're generally in the clear about moving them between platforms. Both the US CAN-SPAM Act and Canadian CASL law recognize that initial opt-in as valid consent. (Check out this easy overview if you nerd out about email marketing laws.)

However, here's my advice: Use this move as a chance to reconnect with your readers.

Frame it as an exciting new chapter in your author journey. Not only is this a polite approach, but it's also an opportunity to get your readers excited about supporting you in this next step. (And potentially boost your open rates–who doesn’t like that? 😀)

The key is clarity. Be upfront with your readers about what will change, stay the same, and what you’re most excited about. 

You might end up using Substack as a community hub while keeping ConvertKit for automated campaigns or product launches.

My take: It doesn't have to be either/or. Many successful authors use both, though currently, you'd need to move people between platforms manually.

Substack is great for:

👉 Building a public-facing newsletter

👉 Growing your audience through organic discovery

👉 Engaging with readers through comments, live chats, and multimedia content

👉 Sharing your writing process and works-in-progress

Traditional email gets the job done with:

📧 Complex email sequences (like book launch campaigns)

📧 Selling digital products or courses

📧 Detailed subscriber management

📧 Creating landing pages and lead magnets

Now, let's talk strategy for a moment. 

If you're starting an author newsletter from scratch, my advice is don't overthink it. Substack is a great choice (and very cost-effective 💰) for writers who simply need to get started. 

Imagine entering a lively shared workspace where people start to know your name. You have all the basics you need: a printer, a shared kitchen, and even the ability to decorate your own desk.

Being part of an ecosystem of writers and creators is such a valuable resource for inspiration, encouragement, and growth. 

But what if you've been nurturing your list for years, with automated sequences humming along and a finely segmented readership? In that case, be mindful before making a switch. 

If your home office setup works well for you, don't rush to relocate to the coworking space. 

Instead, consider how you might experiment on Substack while keeping your existing setup.

Here's a thought: You could import your subscribers and start sending regular emails from Substack while keeping your automation in place on your current platform. You can do this without announcing the change to your readers, giving yourself some breathing room to test the waters. 

Once you've settled into the coworking space and genuinely enjoy the community, you can let your readers know you're "all in with Substack."

Remember, these platforms are just spaces to create in. The real magic is in your ideas and your relationship with your readers. Choose the space(s) that inspire you to become a better writer by publishing consistently.

When it comes to nurturing your writing career, which environment supports the stage you’re in: the vibrant community of a coworking space or the familiar setup of your home office? Maybe a bit of both? 🤔

Hit reply and let me know. 

Keep writing, keep connecting,

P.S. I’ll hold another Substack chat for subscribers on Thursday to answer other burning questions about email! (Last week’s chat about your newsletter northstar was fun!) A big shout out to

Jana

of

Coffee Break Newsletter

for upgrading her subscription and really committing to her writing goals! 🎉