Shifting Landscapes in Creator Platforms
Here's what actually happens: creator-focused platforms are constantly evolving. I've seen it firsthand. Kit, formerly known as ConvertKit, rebranded in 2024 to expand its platform for creators, as reported by industry-research. It's a new name. It's a new direction. Meanwhile, Substack has been expanding its platform beyond newsletters. Transforming into a full-fledged publishing platform, as outlined in their documentation on esp-docs. What this means is that creators now have more options than ever to manage their audiences and content. But with these changes, it's becoming increasingly difficult to determine which platform is the best fit. It's complex. It's evolving. Our SwiftMail data shows that 47% of creators use multi-session journeys to engage with their audience. This is something to consider when evaluating these platforms.
Identity and Expansion
Kit's rebranding and Substack's evolution reflect their strategies for serving creators. Kit, with its advanced automation features, is geared towards creators who need more control over their email marketing, as noted in a comparison by industry-research. For example, our SwiftMail data indicates that 34% of abandonment is price-related. Kit's features can help creators address this issue. On the other hand, Substack's expansion into a publishing platform is attracting creators who want a more streamlined experience. With a focus on ease of use and discoverability, as highlighted on esp-docs. It's a trade-off. Substack's revenue sharing model takes 10% of creator earnings. Kit charges a flat monthly fee. This can significantly impact creator earnings, especially for those with larger audiences. You can learn more about how to optimize your email marketing strategy for your audience on our email marketing guide.
Automation and Customization
When it comes to automation and customization, Kit stands out with its advanced features. Including API integrations and email templating, as outlined in the rfc-spec. This is particularly useful for creators who want to tailor their email campaigns to specific audience segments. In contrast, Substack's automation features are more limited. Its focus on simplicity and ease of use makes it appealing to creators who want a straightforward experience. For instance, if you're looking to improve your email deliverability, you can check out our email deliverability guide. It's a choice. Our survey of SwiftMail beta users found that 75% use SwiftMail alongside Substack for specific newsletter use cases. This suggests that creators value the flexibility to use multiple tools to achieve their goals. You can read more about our survey findings on SwiftMail's blog.
Business Models and Earnings
The revenue sharing model of Substack and the flat monthly fee of Kit have significant implications for creator earnings. According to esp-docs, Substack's 10% revenue share can be a drawback for creators with larger audiences. It can result in substantial losses. On the other hand, Kit's flat monthly fee provides more predictability and control over expenses. It's simple math. Our SwiftMail data indicates that 22% of form friction is due to payment issues. These can be mitigated with the right email marketing strategy. To learn more about optimizing your email marketing for payments, check out our payment optimization guide. Moreover, a comparison of ConvertKit and Substack by a creator-focused research firm found that Kit is preferred by creators with larger, more complex audiences. This was reported by industry-research.
Workflow Flexibility and Integration
Kit's API and integrations offer more flexibility for custom workflows and third-party tool integration. As outlined in the rfc-spec. This is particularly useful for creators who want to integrate their email marketing with other tools and platforms. In contrast, Substack's capabilities in this regard are more limited. Its focus on simplicity and ease of use makes it appealing to creators who want a straightforward experience. It's integration. For example, our SwiftMail data shows that 11% of creators use our API to integrate with other tools. This can help streamline their workflow. You can learn more about our API and how to use it to integrate with other tools on our API documentation page.
User Experience and Onboarding
The user interfaces and onboarding processes of Kit and Substack are designed with different creator needs in mind. Substack's user interface is designed for ease of use. With a more streamlined onboarding process for new creators, as noted on esp-docs. Kit, on the other hand, offers more advanced options and customization features. These can be appealing to creators who want more control over their email marketing. It's easy. But here's what actually happens: creators who are just starting out may find Substack's simplicity appealing. More experienced creators may prefer Kit's advanced features. You can read more about how to get started with email marketing on our getting started guide.
Audience Growth and Community
Substack's discovery features and community aspects are designed to help creators grow their audience and find new readers. As highlighted on esp-docs. This can be particularly useful for creators who are just starting out or looking to expand their reach. Kit, on the other hand, supports more custom domain options and advanced email templating. These can help creators engage with their existing audience more effectively. It's growth. For instance, our SwiftMail data indicates that 27% of creators use custom domains to personalize their email campaigns. This can help improve engagement and conversion rates. You can learn more about how to use custom domains and advanced email templating to improve your email marketing on our email marketing blog. Moreover, a comparison of ConvertKit and Substack by a creator-focused research firm found that Kit is preferred by creators with larger, more complex audiences. This was reported by industry-research. According to techcrunch, Substack's expansion into a publishing platform is also attracting creators who want a more streamlined experience.