Turning Substack into a Targeted Marketing Tool

If you’re a writer or marketer, you’ve probably heard about the power of segmentation.

But hearing about it and doing something with it are two very different things.

This week, I saw a live demonstration of how segmentation can deliver real results. Now, I want to show you how to apply it on Substack.

Here’s where the idea started.

A friend of mine—a real estate agent—recently showed me how he uses an app called Kommo.

Over coffee, he created a small segment of 92 people, crafted a short message about a new property, and sent it via WhatsApp.

By the time we finished our coffee, he’d received 18 replies and two unsubscribes.

That’s targeted marketing at its finest.

Now, here’s the kicker: you can replicate something similar on Substack.

Why Segmentation Matters

When you send the same message to everyone, it’s like shouting into a crowded room.

Sure, someone might listen, but most people will tune out.

Segmentation changes the game by letting you speak directly to the people who are most interested in what you have to say.

Take an email I sent a few years ago for example.

I sent an offer to 82 people, a segment of my audience that I knew would find it relevant.

The result?

A 42% conversion rate and one person so excited they accidentally bought twice.

How to Use Substack Filters

Substack makes it easy to segment your audience. Here’s a quick guide to get you started:

1. Create an Offer: Start with something that aligns with your content. It could be training, a course or a cohort—anything that adds value.
2. Plan a Series of Newsletters: Write four newsletters that provide actionable advice related to your offer. These emails should be useful on their own, so even those who don’t take the next step still feel they got something valuable.
3. Add a Call-to-Action: Include a link in your newsletters to a webpage with more details about your offer. (This shouldn’t be a sales page)
4. Use The Substack Filter feature: After the newsletters go out, use Substack’s filtering options to target readers who clicked the link. Under the “Filters” section, you’ll find an option for “Clicked link.” Use it to create a segment of interested readers.
5. Send a Follow-Up: Now that you’ve identified your most engaged readers, send them an offer tailored specifically to them. (using the filter)

Why This Works

Instead of bombarding your entire audience with the same pitch, you’re focusing on the people who are already raising their hands.

These are the readers most likely to take action, and by targeting them, you’re improving your chances of success while maintaining goodwill with the rest of your audience.

Your Turn!

This isn’t difficult just take a few minutes looking through the filters and then get to work.

Substack’s tools are simple to use, and the payoff can be huge.

Consider an offer that ties into your content and start planning your segmented campaign today.

If you need more inspiration or want a deeper dive,  check out my latest newsletter, where I break this down further.

You’ve got the tools.

Now, go use them to carve out your own masterpiece.