How to Export Your Mailing List from Substack (and Where to Go Next)

The foundational rule of independent publishing is simple: you must own your audience.

As we analyzed in our deep dive, Ghost vs Substack: Why Independent Writers are Choosing the Open Web, relying on a centralized walled garden leaves creators exposed to platform fees, rigid design templates, and corporate algorithmic changes.

Fortunately, one of the few benefits of Substack is that it allows writers to export their subscriber lists and content archives. Exporting your data is your absolute right as a creator, and it is the first step toward building a sustainable business on the Open Web.

This guide provides a step-by-step walkthrough of how to download your mailing list and post archives from Substack, and compares the best open, federated destinations—namely, Ghost and WordPress.

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Part 1: How to Export Your Data from Substack

Substack divides your data into two main buckets: your mailing list (subscriber data) and your posts (written content archive). You should download both.

1. Exporting Your Mailing List (CSV)

Your subscriber list is your most valuable asset. To export it:

1. Log into your Substack account and go to your Dashboard.
2. Click on Settings in the top navigation bar.
3. In the left-hand menu, click on Imports/Exports or scroll down to the "Export your data" section.
4. Locate the "Mailing list" row and click the Export button.
5. Substack will immediately compile your subscriber records and download a .csv file containing your subscribers' email addresses, subscription types (free or paid), signup dates, and payment statuses.

2. Exporting Your Content Archive (HTML & Markdown)

To export all your published newsletters, articles, and drafts:

1. Under the same "Export your data" section in Settings, locate the "Posts" row.
2. Click the Export button.
3. Substack will package all your published and draft articles into a compressed .zip archive.
4. Unzipping this folder will reveal your posts formatted in standard HTML and clean Markdown files, along with all uploaded images.

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Part 2: Where to Go Next (Ghost vs. WordPress)

Once you have your data, it's time to choose a platform that respects your autonomy. To build a future-proof publication, we recommend moving to the open web using one of two primary platforms: Ghost or WordPress. Both offer full data portability, zero transaction fees, and integration with the open web.

Let's look at how they compare.

Option A: Ghost

Ghost is a modern, open-source publishing application designed specifically for independent newsletters and magazines.

• The Distribution Model: Ghost natively supports open protocols. They are actively integrating ActivityPub, making it part of the Fediverse. This means anyone on Mastodon or Sharkey can follow your newsletter directly. For Bluesky readers, Ghost integrates with Bridgy Fed to bridge your content to the ATmosphere.
• The Business Model: Ghost takes 0% transaction fees. Instead of taking a percentage cut of your revenue, you pay a flat monthly fee (if using Ghost Pro) or host it yourself for free on your own server. Your software costs stay flat as you scale.
• Branding: Ghost offers full customizability with hundreds of premium themes, giving your newsletter the feel of a professional, bespoke digital magazine rather than a cookie-cutter Substack page.

Option B: WordPress

WordPress powers over 40% of the web and is the ultimate open-source CMS (Content Management System) for complete ownership and customization.

• The Distribution Model: By using the official ActivityPub plugin (or Jetpack), you can turn your WordPress site into a fully functional actor on the Fediverse. Readers on Mastodon, Sharkey, and Lemmy can follow your blog posts directly from their feeds. Similarly, plugins like ATmosphere allow you to broadcast and sync updates directly with the ATmosphere (AT Protocol / Bluesky).
• The Business Model: WordPress is completely free and open-source. You only pay for your web hosting (which can be as low as $5/month). Because you control the codebase, you retain 100% of your subscription revenue (minus standard Stripe processing costs).
• Branding & Extensibility: With thousands of plugins and builders, WordPress has no limits. You can build membership portals, e-commerce stores, forums, and custom layouts all on the same site.

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Part 3: How to Import Your Audience

Once you have chosen your new platform, the import process is straightforward.

1. Importing Subscribers

Both Ghost and WordPress (using membership plugins like MemberPress or Jetpack Memberships) allow you to upload your Substack CSV file.

• During the import process, you will map the CSV columns to the platform's fields: Email maps to Email, Created At maps to Signup Date, etc.
• Both platforms allow you to import free and paid members. However, note that active paid subscriptions must be re-linked at the payment gateway level (see below).

2. Stripe Customer Migration

If you had paid subscribers on Substack, their recurring credit card payments are managed by Stripe. Since Substack uses standard Stripe accounts, you do not lose your subscribers' billing details when you leave.

• You can connect your existing Stripe account to either Ghost or WordPress.
• Ghost and major WordPress membership plugins have detailed import scripts that auto-detect existing Stripe customer records, mapping active credit cards directly to their new member accounts. This ensures your paid subscribers are migrated seamlessly without having to re-enter their credit card details.

3. Setting Up Redirects

To prevent broken links for your existing readers:

1. Purchase and set up a custom domain name (e.g., yourname.com) for your new site.
2. In your Substack settings, set up a custom redirect pointing your old yourname.substack.com to your new custom domain. This ensures that any old links on social media or search engines redirect readers safely to your new home.

Reclaiming Your Independence

Moving off corporate platforms might feel intimidating, but the process of exporting your list and setting up on the open web takes less than an afternoon.

By migrating your mailing list to an open platform like Ghost or WordPress, you protect your revenue from platform fees, shield your audience from algorithmic suppression, and position your publication at the forefront of the decentralized, open web. It's time to own your audience.

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Sources and References

• Substack Help Center: Exporting your Substack subscriber lists and archives
• Ghost Developer Portal: Substack Migration to Ghost Guide
• WordPress Plugin Repository: Official ActivityPub Plugin for WordPress
• WordPress Plugin Repository: ATmosphere Plugin