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Newsletters & Substack playbook

Hooks (first 1–3 seconds)

The subject line is the hook. Promise one clear benefit; curiosity without clickbait. General best practice

Copyable templates

• The [number] that changed how I [action]
• Stop doing X before Friday
• What I learned losing / making $[amount]
• A 4-minute playbook for [goal]
• You're invited: [paid offer]

Optimal length

Official: Substack keeps 10% of paid subscriptions, plus Stripe fees. Best practice: keep weekly notes skimmable (our own newsletter targets under 5 minutes); deep essays can run longer if your list expects them. ✓ Official source

• How much does Substack cost?

Retention tactics

Posting frequency & timing

Weekly is the default for most creator newsletters. Daily only if you can keep quality. Promote new issues on social the hour you send. General best practice

Thumbnails, titles & captions

Packaging: From name = you or the brand. Preview text matters as much as the subject. General best practice

Captions / copy: N/A — craft subject + preview + first paragraph. Put the paywall after a strong free section. General best practice

CTAs that convert

• Upgrade for the template / community
• Forward to a friend
• Reply with a question

Format ideas

Pre-publish checklist

• ✅ Subject line tested
• ✅ Preview text set
• ✅ One CTA
• ✅ Archive / SEO title clear
• ✅ Promo posts queued

Sources

• Substack cost help
• beehiiv / newsletter best practices (general)

Badge key: ✓ Official source = platform's own docs; Secondary = reputable third-party report; General best practice = experience-based guidance, not a published platform number. Rules change; confirm on the official page.

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