Why Your Newsletter Isn’t Growing (and How to Fix It for Good)

I used to hate some of these tips

Photo by Eugen Str on Unsplash

So, you’ve started a Substack newsletter. You’re passionate about your niche, you’ve got great ideas, and you’re ready to share your thoughts with the world.

But here’s the thing: growing a newsletter isn’t just about writing good content. It’s about strategy, consistency, and a few sneaky tricks.

I’ve been there—sitting at my desk, staring at my subscriber count, wondering why it’s not growing as fast as I’d hoped.

Over time, I’ve tried some tips that have helped me (and others) grow niche newsletters on Substack.

Let’s dive in.

1. Go Niche, Then Go Even Nicher

This is the hardest one for me. And for many others I know. The niche.

I like a lot of stuff. I want to write about a lot of stuff. And I do. But I know that this is not helping my growth in many ways.

Here’s the deal: the more specific your newsletter, the easier it is to stand out. And to find a loyal reader base.

A lot of people make the mistake of choosing a broad topic because they think it’ll attract more readers. But more often than not, the opposite is true. When you niche down, you attract a more dedicated audience.

For example, instead of writing a newsletter about “marketing,” focus on “email marketing for e-commerce brands” or “marketing strategies for indie authors.” The narrower your focus, the more you can tailor your content to a specific group of people who are *really* interested in what you have to say.

Your overall target group will be much smaller, but the competition will be too.

2. The Power of Freebies

People love free stuff. It’s a fact. I’ve built my Gumroad* business entirely on this idea.

One of the best ways to grow your Substack newsletter is to offer a freebie in exchange for subscriptions. But your freebie needs to be good. So good, people can’t resist signing up.

For example, if your newsletter is about personal finance, offer a free guide like “10 Budgeting Hacks to Save $1,000 in 3 Months.”

If you’re in the fitness niche, create a free workout plan or meal prep guide. Make sure your freebie is directly related to your niche and provides real value.

Promote it on social media, in your email signature, and even in your Substack notes and posts.

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3. Collaborate with Other Creators in Your Niche

Collaboration is one of the most underrated growth strategies for newsletters. Reach out to other Substack writers, podcasters, or influencers in your niche and propose a collaboration. This could be a guest post, a crosspost, a joint webinar, or even a simple shoutout.

For example, if you run a newsletter about sustainable living, partner with an eco-friendly brand or blogger to cross-promote each other’s work. Collaborations not only expose you to a new audience but also build credibility in your niche.

4. Use Social Media Strategically

Social media is a goldmine for growing your newsletter, but most people use it wrong. Instead of just posting links to your Substack, create engaging, bite-sized content that drives curiosity.

Sometimes, luck is involved, of course. I had a simple Substack Note go viral and that led to a serious increase in subscribers.

Ideas: Share a surprising stat, a quick tip, or a behind-the-scenes look at your writing process.

Then, include a call-to-action like, “Want more tips like this? Subscribe to my newsletter!” Platforms like Substack Notes, Twitter (X), LinkedIn, and Instagram are great for this. The key is to provide value upfront and make people want to click through.

And always add your newsletter link to your social media bio. A direct way for people to find the subscribe button.

5. Write Attention-Grabbing Headlines

Yeah, that one is universal. Every writer has heard it.

Your headline is the first thing people see, and it can make or break your open rates. Spend time crafting headlines that are specific, intriguing, and promise value. For example, instead of “How to Be More Productive,” try “The 5-Minute Morning Routine That Doubled My Productivity.”

Pro tip: use numbers, questions, or power words like “secret,” “proven,” or “ultimate” to make your headlines stand out. Sounds silly, but it works.

And don’t be afraid to test different styles to see what resonates with your audience.

6. Engage with Your Subscribers

Your subscribers aren’t just numbers—they’re real people. Engaging with them can turn casual readers into loyal fans. Here’s how:

• Reply to comments on your Substack posts.

• Send personalized welcome emails to new subscribers.

• Ask for feedback or topic suggestions in your newsletters.

When people feel heard and valued, they’re more likely to stick around and recommend your newsletter to others.

7. Repurpose Your Content

Creating fresh content every week can be exhausting. That’s why repurposing is your best friend. Turn a single Substack post into multiple pieces of content:

• Share key takeaways on social media.

• Create a YouTube video or podcast episode based on your post.

• Turn a series of posts into an ebook or guide.

• Revive old posts with new updates, more insights

• Or simply rewrite old, successful content

Repurposing not only saves you time but also helps you reach new audiences on different platforms.

8. Run a Referral Program

Substack has a built-in referral program that rewards your subscribers for sharing your newsletter.

Offer exclusive perks like a free month of paid content, a shoutout in your newsletter, or access to a private community.

Promote your referral program regularly and remind your readers how easy it is to share. A little incentive can go a long way in turning your subscribers into advocates.

9. Be Consistent (But Don’t Burn Out)

Can’t do a list like this without mentioning consistency, right?

Consistency is key when it comes to growing a newsletter. Or anything. Whether you post weekly, bi-weekly, or monthly, stick to a schedule that works for you. But here’s the thing: don’t sacrifice quality for quantity. It’s better to send one amazing newsletter a month than four mediocre ones.

If you’re struggling to keep up, consider batching your content.

Write multiple posts in one sitting and schedule them in advance. This way, you’ll always have something ready to go, even on busy weeks.

And yes, keep tip #8 in mind. Repurposing.

10. Analyze and Adjust

Finally, don’t forget to track your progress.

Substack provides basic analytics, but you can also use tools like Google Analytics to dive deeper. Pay attention to metrics like open rates, click-through rates, and subscriber growth.

If something isn’t working, don’t be afraid to pivot. I do that regularly.

Maybe your audience prefers shorter posts, or maybe they’re more interested in case studies than how-to guides. Use your data to make informed decisions and keep improving. They might enjoy one topic specifically. Or a certain writing style.

Bonus Tip: Be Patient

Growing a newsletter takes time.

It’s easy to get discouraged when you don’t see immediate results, but every big newsletter started with zero subscribers. Focus on providing value, building relationships, and staying consistent. The growth will come.

The Bottom Line

Growing a niche newsletter on Substack isn’t just about writing—it’s about strategy, creativity, and a willingness to try new things.

By niching down, collaborating, engaging with your audience, and using these tips, you CAN build a following that’s excited to hear from you every time you hit “publish.”