Substack Launch Guide: 90 Days of Substack Setup (The Complete Guide)

Most people launch too early with the wrong settings. These lessons will save you months of backtracking.

Dec 28, 2025

When I first logged on to Substack I was so confused, paralyzed by settings I didn’t understand.

What was the difference between Notes and posting on Substack Home?

Do I need a custom domain right now or can I add it later?

What should I share with my audience and how could I get my posts to be visible in a Google search? What should I paywall and when should I turn it on?

So I did what everyone else would do and Googled “Substack setup guide” only to find surface-level blog posts that said “just start writing” and “keep consistent”.

But having set up my own website and being used to ranking on Google I knew better, I knew not to just wing it.

I needed to set up my Substack as I meant to go on… like a business and apply all my SEO knowledge to configure it in the right way, right from the start.

I’d watched too many creators launch fast and messy, with no welcome email, broken subscribe forms, zero discoverability and then spend six months backtracking to fix foundational mistakes… or just lose momentum and just simply quit.

They’d built the house before pouring the foundation, and now the walls were cracking, and I wasn’t prepared to do that.

I spent two hours clicking through every tab, changing settings, taking notes, learning as I went… and in doing so I built this setup checklist I desperately needed but couldn’t find anywhere.

Here are 90 daily micro-lessons (organized by the exact order you should do them). Not the order that feels as exciting as getting early traction... but in the way that lays the groundwork for your future success.

This setup is the basis of the sort of success that is inevitable because it comes from the compounding, ‘snowball growth’ effect that is driven by a solid SEO-friendly foundation and early growth tactics.

This is your complete Substack launch guide… the newsletter growth strategy that will save you all the trial and error and months of backtracking.

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Why Planning Your Substack Launch Matters

Most Substack tips for beginners focus on writing and consistency. But here’s what they don’t tell you: the data shows the vast majority of newsletters never get past their first few posts and struggle to grow.

The common mistakes I see repeatedly:

Launching without a welcome email (your highest open rate ever—wasted)
Skipping the custom domain setup (looking unprofessional from day one)
No lead magnet or subscriber incentive (zero differentiation)
Missing SEO optimization on the publication description (invisible to Google)
Broken subscriber journey (people sign up, then... nothing)
No content calendar (panic-writing every week until burnout)

These aren’t just “well maybe one day I’ll set that up” elements. They’re the infrastructure of audience building. Skip them, and you’re not just starting from zero… you’re starting from behind zero.

How a 90-Day Plan Can Keep You on Track

A strategic Substack content plan does three things:

Builds momentum before launch (30 days of content ready = no panic)
Creates systems that scale (from 10 subscribers to 10,000 without rebuilding)
Positions you for monetization (Substack monetization starts with setup, not subscriber count)

This isn’t about perfection. It’s about intentional setup that prevents costly mistakes and builds a foundation for sustainable newsletter growth.

Days 1-30: Laying the Foundation (Week 1-4)

Defining Your Niche and Audience

Day 1: I thought I could just “figure out” Substack as I went. I was wrong, I needed a guide like this one. First task: read and digest it.

Day 2: Start with a name. Your publication name matters more than you think. Make it searchable, memorable, and clear. This is your SEO foundation, so use keywords your target audience actually searches.

Day 3: You initall have two distinct options; choose a custom domain at $50/year (and makes you look legitimate from day one)… or opt for Substack’s default root domain carries a high domain rating (DR), which is great for visibility and discoverability because according to SEO legend Brian Dean, Substack posts are increasingly visible on Google and AI search.

Day 4: If you do choose the subdomain (yourname.substack.com) it is permanent, but now you have to decide whether or not to publish under your publicaiton name or your own name… and yes, you can change the author later but the URL is permenant.

( I actually am still not sure if I chose the right name… I may flip to writing under my own name, Katharine Gallagher to build my personal brand, but for now I went with a discoverable, catchy name.)

Day 5: The “About” page isn’t optional… it’s your first impression and your sales page combined. This is where subscriber engagement begins.

Day 6: Write your “About” page for your ideal reader, not your best friend. Speak directly to their pain points and desired outcomes…. that’s right, about them.

(Here’s mine… https://learngrowmonetize.substack.com/about)

Day 7: Your profile photo should be warm and professional, not a vacation selfie.

Day 8: The one-liner description (under your name) determines if people click your profile. Spend an hour on it. Include your target audience and value proposition.

(Don’t stress out about this too much at the start, everything can be updated and changed as you go along. Progress > perfection!)

Learn. Grow. Monetize. Personal and Professional Growth + Sell Your Skills.

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Choosing the Right Substack Features and Settings

Day 9: Enable all the features (Notes, Chat, Recommendations) even if you won’t use them immediately. Audience retention starts with maximizing platform features.

Day 10: Your welcome email is the highest-converting message you’ll ever send. Write it first.

Day 11: Don’t launch until your welcome email is done.

(Seriously, this may take time to set up, but there’s no point missing out on those early subscribers by trying to run before you can walk).

Day 12: Set up your publication categories in Settings to organize your archive from the start. This improves newsletter analytics and user experience.

(Choose from Culture, Technology, Business, Politics, News & Commentary, Personal Development, Science & Health, Education & Learning, Humor & Entertainment and Writing & Literature.)

Day 13: Choose your publication theme (layout) before you write anything. It affects your writing style.

(Learn Grow Monetize is set up as ‘Magazine’ which many of the large creators also have gone for.)

Day 14: Enable “Subscriber-only posts” from the beginning, even if everything is free at first. Plant the monetization seed early.

Day 15: Turn on comments. Silence kills a newsletter faster than bad content. Subscriber engagement depends on community.

(Also the algorithim will pick up on the engagement and promote your post internally).

Day 16: Moderate your comments. Your comment section is your living room.

Day 17: Set up your “Subscribe” button language. “Join 500+ readers” converts better than “Subscribe.” Social proof drives subscriber growth.

Day 18: Create a “Start Here” page before you publish post #1. This is critical for audience building.

(Put here who you write for, what your audience can expect and any CTAs to your Paid options and digital products).

Day 19: Pin your “Start Here” post at the top of your homepage.

Day 20: Your logo doesn’t need to be fancy, just make it stand out.

(Use Nano Banana to create AI images around your brand or use a simple Canva design works.)

Day 21: Set your brand colors (in Settings) and stick to them everywhere. Visual consistency builds trust.

Day 22: Upload a custom header image. Blank space screams “I didn’t try.”

Day 23: Write your first 3 posts as drafts before you publish #1. Consistency starts now.

Day 24: Schedule posts in advance. Don’t publish in real-time like it’s 2010. Use an editorial calendar.

Day 25: Set a consistent publishing day. Pick one and protect it. Consistency is the #1 newsletter growth strategy.

Day 26: Your publication description (the long one) should include keywords people search on Google. Optimize for “newsletter about [your topic]” searches.

Day 27: Turn on subscribe prompts on post pages to show modals and pop-ups that encourage readers to subscribe while keeping the experience user-friendly.

Day 28: Turn on email notifications for new subscribers so you can welcome them personally.

Day 29: Create a “Paid Subscription” tier even if you’re not charging yet. Plant the seed for future Substack monetization.

(Many creators convert 5–10% of free subscribers into paid members, making early monetization planning crucial).

Day 30: Write your first 30 days of content before you tell anyone about your newsletter. Your content strategy starts before launch, not after.

Days 31-60: Building Your First Content Pipeline (Week 5-8)

Crafting Your Initial Newsletter Series

Day 31: Enable Notes. It’s Substack’s growth engine and your primary marketing tactic for discovery.

(Too many writers neglect this growth engine. The more you restack, like and comment, the more the algorithim sees you as an active member.)

Day 32: Your first Note should introduce your newsletter, not your breakfast. Make it value-driven.

Day 33: Use hashtags in Notes. They actually work here for audience building.

(Something I have slept on, but I am seeing increasingly used in NOtes by other creators).

Day 34: Restacking (sharing others’ Notes) gets you discovered. Do it daily. This is free newsletter marketing.

Day 35: Tag people thoughtfully in Notes. It’s called networking, not spamming.

Day 36: Set up your “Recommendations” section and recommend 3-5 aligned newsletters immediately. Cross-promotion drives subscriber growth.

(This is on of the biggest hacks for growing on Substack).

Day 37: Reach out to those creators and ask for a reciprocal recommendation. Collaboration beats competition.

(It’s really true on Substack. The rewards come when you network and build a community).

Day 38: Enable “Pledge” for free subscribers to signal future paid interest. Track monetization potential early.

Day 39: Create a simple lead magnet (PDF, checklist, template) to incentivize signups. This improves conversion rates dramatically.

Day 40: Link your lead magnet in your welcome email and pin it in your About page.

Day 41: Set up a “Thank You” page (custom URL) for new subscribers. Guide them to your best content immediately.

Day 42: Add social proof to your Subscribe page: “Join 50+ readers” beats nothing. Social validation drives subscriber growth.

Day 43: Enable the “Referral Program” even if you have 10 subscribers. Word-of-mouth is the most powerful marketing tactic.

Day 44: Set milestones for referrals (5, 10, 25 referrals) with real rewards.

Day 45: Install Substack’s browser extension to cross-post to Notes quickly. Streamline your content strategy.

Setting Up a Posting Schedule That Works

Day 46: Connect your Twitter/X account to auto-share posts (but customize the text). Multi-platform distribution improves reach.

Day 47: Connect your LinkedIn. Substack plays nice there for professional audience building.

Day 48: Turn on “Boost” for your free posts so Substack can promote them. Leverage platform algorithms for newsletter growth.

Day 49: Don’t turn on “Boost” for paid posts. That’s your product (or one element if you are also planning on creating digital products).

Day 50: Set up a Google Analytics account and connect it to your Substack. Newsletter analytics are essential for tracking growth.

(This can be daunting at first but it is easy to connect as Substack provides a tracking ID field in Settings where you just paste your GA4 Measurement ID.)

Day 51: Check your “Stats” dashboard weekly, not daily. Daily kills motivation.

Day 52: Learn the difference between “Opens” (vanity) and “Clicks” (sanity). Focus on subscriber engagement metrics that matter.

Day 53: Your “Web” traffic matters more than you think. Optimize for Google with SEO-friendly headlines and keywords.

Day 54: Use the “Preview” button before you hit publish. Always.

Day 55: Mobile preview is more important than desktop. 80% of readers are on phones.

Day 56: Enable the “Archive” view so people can binge your content. Improve content discoverability.

Day 57: Organize your archive by topic or series, not just chronologically. Better navigation improves audience retention.

Day 58: Create a navigation menu with 3-5 key pages (Start Here, About, Archive). User experience drives subscriber engagement.

Day 59: Write your “Contact” page with a clear CTA: “Want to work together? Here’s how.” Open doors for collaboration and sponsorships.

(This is a hack that a lot of creators overlook. By remaining open to even small collaborations at the start can help boost your backlinks, gives you credibility and leads to discoverability).

Day 60: Set up your payment settings (Stripe) even if you’re not charging yet. It takes 3 days to verify. Prepare for Substack monetization early.

Days 61-90: Launch Preparation & Promotion (Week 9-12)

Testing Your Setup and Gathering Feedback

Day 61: Your subscriber report shows WHO is subscribing. Check it weekly to understand your audience demographics.

(The more stars a subsrcriber has means the more engaged in your work they are).

Day 62: Export your email list as a backup. Do this monthly. Protect your most valuable asset.

(Remember, you own your audience on Substack… they are portable and that’s why people love Substack).

Day 63: Segment your list with tags (e.g., “Joined from Notes,” “Lead Magnet Download”). Email segmentation improves targeting.

Day 64: Create a “VIP” tag for your most engaged readers. Recognize your superfans early.

Day 65: Reply to every comment in your first 90 days. Build the habit early. Subscriber engagement creates loyal readers.

Day 66: Send a personal “thank you” email to your first 50 subscribers. Personal connection builds community.

Day 67: Ask subscribers where they found you. Use that data to double down on effective marketing tactics.

Day 68: Create a “Best Of” page and update it monthly. Showcase your strongest content for new visitors.

Day 69: Use internal links in every post to keep readers on your site longer. Improve content discoverability and SEO.

Day 70: Set up your “Footer” with links to your best posts, not just social icons.

(Make this repeatable, part of your ‘brand identity’ and covertable).

Day 71: Add a P.S. to every email asking a question. It boosts replies and deliverability. Engagement signals improve email placement.

Day 72: Test your subscribe form by subscribing yourself with a burner email. Experience your own subscriber journey.

Day 73: Make sure your confirmation email isn’t going to spam. Check Gmail, Outlook, Yahoo. Deliverability is critical for newsletter growth.

Day 74: Set up your “Subscriber Only” section with at least one exclusive post. Demonstrate value for paid tiers.

Building an Early Subscriber Base

Day 75: Write a “Why I’m Starting a Paid Tier” post and schedule it for Month 4. Prepare your monetization strategy.

Day 76: Create a simple pricing page explaining what paid subscribers get. Clarity drives conversions.

Day 77: Offer a 7-day free trial for paid subscriptions. It lowers the barrier to Substack monetization.

Day 78: Enable “Gift Subscriptions” so superfans can share your work. Turn readers into advocates.

Day 79: Create an “Email Courses” section using scheduled posts for new subscribers. Automated nurture sequences improve audience retention.

(Substack doesn’t have a dedicated “Email Courses” feature like some email platforms (ConvertKit, Mailchimp, etc.), but you can create the equivalent using scheduled posts.

Day 80: Use the “Thread” feature to connect related posts into a series. Create bingeable content pathways.

Day 81: Turn on “Podcast” mode if you want to narrate your posts (audio is powerful). Multi-format content increases accessibility.

Day 82: Set up your RSS feed and submit it to Apple Podcasts (yes, really). Expand your distribution channels.

(Go to https://yournewsletter.substack.com/audio/rss then replace with your Substack URL.)

Day 83: Create a “Media Kit” page with your stats, audience demographics, and sponsorship options. Prepare for partnership opportunities.

Marketing Your Substack Launch

Day 84: Add a “Buy Me a Coffee” link if you’re not ready for paid subscriptions yet. Give readers a way to support you.

(You can also use it to host small digital assets, like PDFs or resources, as a simple way to provide value while monetizing.)

Day 85: Install the Substack app on your phone and test the mobile writing experience. Understand how your readers consume content.

(This tip makes it so easy to interact with your Subscribers).

Day 86: Write one post entirely from your phone. It changes your voice (in a good way).

Day 87: Set up a “Content Calendar” in Notion or Google Sheets for the next 90 days. Planning prevents panic. Your editorial calendar is your roadmap.

Day 88: Batch write 4 posts (and Notes) in one sitting. It’s easier than writing weekly. Efficiency is a content strategy superpower.

Day 89: Schedule those 4 posts. Feel the relief of being ahead. Consistency without stress.

(You can’t schedule Notes within Substack, so use Typeshare or Stacksweller instead).

Day 90: Review your setup: Domain? Check. Welcome email? Check. Lead magnet? Check. First 10 posts? Check. You’re ready to go.

Hit publish.

(Obviously, you can do this quicker if you dedicate the time to setting up your Substack properly!)

Post-Launch: Lessons Learned and Next Steps

Tracking Metrics That Matter

Your launch checklist is complete. Now focus on newsletter analytics that drive decisions:

Open rates (benchmark: 40-50% for new newsletters, average rate is 25–40%)
Click-through rates (measures content relevance)
Subscriber growth rate (track weekly, not daily)
Conversion rate (free to paid subscribers)
Audience retention (are people staying or churning?)
Web traffic sources (where are readers finding you?)
Referral performance (which readers are sharing?)

Use these metrics to refine your content strategy and optimize subscriber engagement.

Adjusting Your Content Strategy

After 90 days, you’ll have data. Use it:

Double down on high-performing topics (what gets the most engagement?)
Experiment with format (long-form vs. quick reads)
Test different posting times (when do your readers open emails?)
Analyze your subscriber journey (where do people drop off?)
Refine your voice (what resonates with your audience?)

Your audience building strategy should evolve based on real feedback, not assumptions.

Monetization Options to Consider

Once you’ve built trust and consistency, explore Substack monetization strategies:

Paid subscriptions (recurring revenue, the primary model)
Founding member tiers (reward superfans with exclusive access)
Sponsored content (once you hit 1,000+ subscribers)
Digital products (templates, guides, courses)
Consulting or services (leverage your expertise)
Affiliate partnerships (recommend tools you actually use)

Remember: Monetization follows value. Build trust first, then offer paid options.

You didn’t just set up a newsletter. You built the foundation of a business.

This isn’t just a Substack launch guide, what you have now read is a complete newsletter growth strategy that positions you for long-term success. You’ve optimized for discoverability, built systems for consistency, and created infrastructure that scales.

Most creators skip these 90 days and wonder why growth feels impossible.

But by following this guide you did the work and will have built the machine.

Now go grow it.

Ready to launch your Substack? Save this guide and follow it step-by-step. Your future subscribers will thank you.

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