The Complete Guide to Launching or Relaunching Your Substack

And how to use Notes to do it

Oct 15, 2024

Below I take you through how to

launch your Substack or
relaunch your Substack (yup, that’s a thing)

The only thing that stays the same on Substack is that it’s always changing. Six months ago, no one “launched” their Substack. People padded their archives to make it look like they’d been on for a while but not anymore.

According to Substack, people who launch and use Notes get 50 percent more new subscribers.

Below is my step-by-step guide for launching or relaunching on Substack.

7 Steps to Launching Your Substack

Step 1: Make sure you’re ready.

You should
- know the DNA/core of your Substack,
- have revised your About page,
- have revised your short description,
- are sure about your title (at least for now).
Have a goal for the launch. It will keep you focused and focus everything you write: Paid subscribers, free subscribers, shares, book sales, etc.
Pick a date for your launch email (more below) and the first post after your relaunch (more below).

Step 2: Notify your current list before you import them

One sentence: I have exciting news… (or something)
One sentence:
- On [date of the first post], [Name of newsletter] will look a little different…
- You’ll receive emails from this return address, so please add it to your contact: [your Substack email address]
More soon… [or some other sign-off]

Step 3: Customize your imported subscriber automatic email

You’ll find this in Dashboard Settings under Emails.
A brief welcome telling them that they’re now a free subscriber to your Substack.
Add something like: To stay, you don’t have to do anything. If you’d rather not, you can unsubscribe below. But stay!
Your Substack’s short description and why what you’ll be doing on your Substack is exciting and how it will benefit them.

Include this:
- Add [your Substack’s email address] to your contacts and respond to this email to avoid emails ending up in your junk/spam folder.
Sign-off.
Add a P.S. If you feel comfortable, ask them to do what you want: upgrade to paid, share, buy your book, etc. Include a button.

Step 4: Teaser

In a post, before you launch, tease in a P.S. or in the header/footer of a post to build excitement:

I have exciting news coming on [date of your launch email]. More soon…
On [date of the launch post], [Name of your Substack] will look a little different. More soon…

Step 5: Ready your other welcome emails

Customize your free/paid/founding welcome emails to be sure they reflect your new vision/Substack:

Your welcome emails are customizable. You
Update these to reflect any changes.
Include this in all welcome emails (Gmail has made deliverability an issue and this is one way to get around it):
- Add [your Substack’s email address] to your contacts to avoid emails ending up in your junk/spam folder.
Add a P.S. If you feel comfortable, ask them to do what you want for this relaunch (you can change it later if you want): upgrade to paid, share, buy your book, etc. Include a button.

Step 6: Write your launch email.

You want to send an email rather than a post so it reaches everyone.

Remember your goal: share, convert to paid, outside sales, etc.
Most likely it’s growth (asking them to share) or income (asking them to upgrade).
This email needs to be short and the call to action (to share or upgrade) very clear.
Here’s how your email should look for each.
These are the bare bones. Make the language your own.

**If you want them to share—basically you’re writing a chain letter/email.

Subscribe and share buttons
Dear [reader],
- You’re receiving this because you’re a [topic of your Substack, e.g. car lover, sailor, or interested in things you didn’t know fascinate you].
- Define your Substack in one sentence—and why someone would want to subscribe. You can elaborate but only in a short sentence or two.
- My goal is to grow my readership and get it to as many people as possible.
  - If you’re on Substack, please share about [name of your Substack]:
    - [Share Publication button (not Share this post)]
  - Or forward this email to someone you think would be interested.
- Sign off.
- Testimonials if you have them.

**If you want them to upgrade:

Subscribe button
Dear [reader],
- You’re receiving this because you’re a [topic of your Substack, e.g. car lover, sailor, or interested in things you didn’t know fascinate you].
- Define your Substack in one sentence—and why someone would want to subscribe. You can elaborate but only in a short sentence or two.
- Paid subscribers make my work possible. [or any short call to action asking them to upgrade]
  - [Subscribe button—this converts to an upgrade for paid subscribers]
- Sign off.
- Testimonials if you have them.

Step 7: Write your first post after you send the relaunch email

It’s just good to have this ready. This way, you’ll write it from the excitement of all the possibilities your relaunch offers, not judgment as to how you think the relaunch went (which we rarely ever think is “good”).
This can be a version on your new About page or a longer version of the changes you’ve made. This is your chance to explain your Substack because very few of them will ever read your About page. If you aren’t writing a version of your About page, use this as an opportunity to connect with them and share all the exciting things that are coming.
Be sure it’s about them and what they get or the philosophy behind your Substack or why you’ve come to Substack.
At the bottom of the post or in a footer, include a thank you to those who did whatever you asked in your relaunch email (shared, upgraded, etc.—whatever your goal is for the relaunch) and ask those who didn’t to do it.

Step 8: Use Notes to get the word out

Easter Egg your relaunch on Notes over four separate Notes over a week to 10 days:

Note 1: Re-introduce yourself. Don’t link to or promote your Substack.
- This can be a longish Note (think Facebook).

Note 2:
- Share what you love about the platform or why you’re excited to be here. Be honest. Be real. Use this as a time to reflect and be grateful for all that you’ve done and achieved by getting on Substack because not everyone would do this.
Note 3: Two options—
- Ask for advice about Substack or your Substack.
- Post a Note looking for people who also publish on your topic or area.

Note 4 (around the date you send your relaunch email): Share that you’ve just relaunched on Notes. Don’t plug your Substack. Have it be about something else—something that’s changed, your hopes for your Substack, etc. Do include your Substack’s homepage URL, just don’t have it be promotional. (Email me so I can restack.)

*You don’t have to post these Notes 4 days in a row. Pace it according to what’s right for you.

Step 9: Celebrate!

You’re amazing. You’ve found the core of your Substack and how your talents, expertise, and gifts can work on the platform!

7 Steps to Relaunching Your Substack

Why would you relaunch?

If you’ve been on Substack and have made significant changes and
You’ve taken the time to explore who you are, what you want to do on here, what works on the platform, and learned how to communicate it to others

Please don’t just relaunch in the hope of getting subscribers. It won’t work. Bookmark this page. Wait until you’ve gone through our Substack DNA sessions in November. Then relaunch.

Step 1: Make sure you’re ready.

You should
- know the DNA/core of your Substack,
- have revised your About page,
- have revised your short description,
- are sure about your title (at least for now).
Have a goal for the relaunch. It will focus everything you write:
- paid subscribers, free subscribers, shares, book sales, etc.
Pick a date for your relaunch email (more below) and the first post after your relaunch (more below).

Step 2: Teaser

In a post, before you launch, tease in a P.S. or in the header/footer of a post to build excitement:

I have exciting news coming on [date of your launch email]. More soon…
On [date of the launch post], [Name of your Substack] will look a little different. More soon…

Step 3: Ready your welcome emails

Customize your free/paid/founding welcome emails to be sure they reflect your new vision/Substack:

Your welcome emails are customizable. You
Update these to reflect any changes.
Include this in all welcome emails (Gmail has made deliverability an issue and this is one way to get around it):
- Add [your Substack’s email address] to your contacts to avoid emails ending up in your junk/spam folder.
Add a P.S. If you feel comfortable, ask them to do what you want for this relaunch (you can change it later if you want): upgrade to paid, share, buy your book, etc. Include a button.

Step 4: Relaunch email

You want to send an email rather than a post so it reaches everyone.

Remember your goal: share, convert to paid, outside sales, etc.
Most likely it’s growth (asking them to share) or income (asking them to upgrade).
This email needs to be short and the call to action (to share or upgrade) very clear.
Here’s how your email should look for each.
These are the bare bones. Make the language your own.

**If you want them to share—basically you’re writing a chain letter/email.

Subscribe and share buttons
Dear [reader],
- You’re receiving this because you’re a [topic of your Substack, e.g. car lover, sailor, or interested in things you didn’t know fascinate you].
- Define your Substack in one sentence—and why someone would want to subscribe. You can elaborate but only in a short sentence or two.
- My goal is to grow my readership and get it to as many people as possible.
  - If you’re on Substack, please share about [name of your Substack]:
    - [Share Publication button (not Share this post)]
  - Or forward this email to someone you think would be interested.
- Sign off.
- Testimonials if you have them.

**If you want them to upgrade:

Subscribe button
Dear [reader],
- You’re receiving this because you’re a [topic of your Substack, e.g. car lover, sailor, or interested in things you didn’t know fascinate you].
- Define your Substack in one sentence—and why someone would want to subscribe. You can elaborate but only in a short sentence or two.
- Paid subscribers make my work possible. [or any short call to action asking them to upgrade]
  - [Subscribe button—this converts to an upgrade for paid subscribers]
- Sign off.
- Testimonials if you have them.

Step 5: Write your first post after the relaunch email

It’s just good to have this ready. This way, you’ll write it from the excitement of all the possibilities your relaunch offers, not judgment as to how you think the relaunch went (which we rarely ever think is “good”).
This can be a version on your new About page or a longer version of the changes you’ve made. This is your chance to really explain your Substack because very few of them will ever read your About page. If you aren’t writing a version of your About page, use this as an opportunity to connect with them and share all the exciting things that are coming.
Be sure it’s about them and what they get or the philosophy behind your Substack or why you’ve come to Substack.
At the bottom of the post or in a footer, include a thank you to those who did whatever you asked in your relaunch email (shared, upgraded, etc.—your goal is for the relaunch) and ask those who didn’t to do it.

Step 6: Use Notes

Tease your relaunch on Notes over four separate Notes over the course of a week to 10 days:

Note 1: Re-introduce yourself. Don’t link to or promote your Substack.
- This can be a longish Note (think Facebook).

Note 2:
- Share what you love about the platform or why you’re excited to be here. Be honest. Be real. Use this as a time to reflect and be grateful for all that you’ve done and achieved by getting on Substack because not everyone would do this.
Note 3: Two options—
- Ask for advice about Substack or your Substack.
- Post a Note looking for people who also publish on your topic or area.

Note 4 (around the date you send your relaunch email): Share that you’ve just relaunched on Notes. Don’t plug your Substack. Have it be about something else—something that’s changed, your hopes for your Substack, etc. Do include your Substack’s homepage URL, just don’t have it be promotional. (Email me so I can restack.)

*You don’t have to post these Notes 4 days in a row. Pace it according to what’s right for you.