Substack → Ghost

Step-by-step migration

1. 01

   Export your list from Substack

   Pull a fresh CSV of every active subscriber. Capture the fields you actually use downstream: email is required, name is standard, signup date and tier (free/paid) are useful when Substack provides them.

2. 02

   Provision Ghost

   Sign up, set sender identity, and verify your sending domain (DKIM, SPF, DMARC). Do this before importing the list; sending from an unverified domain is the single fastest way to land in spam at the moment of cutover.

3. 03

   Import the list and map fields

   Upload the CSV. Map email + name + any custom fields. Decide whether to import as one list or split into segments/tags. Substack-style organization rarely maps 1:1, so plan the split before the upload, not after.

4. 04

   Rebuild automations and templates

   Ghost's automation builder is structurally similar but won't import Substack's flows directly. Rebuild only what you actively use; the move is a chance to delete the unused ones rather than lift-and-shift dead infrastructure.

5. 05

   Send a test broadcast

   Pick a small segment and send a real broadcast (not just a preview). Verify deliverability, link clicks, and unsubscribe flow. If anything's off, you find it before the announcement, not after.

6. 06

   Announce the move and cut over

   Send your last broadcast from Substack announcing the new sender domain and what to expect. Cut over DNS and sending from Ghost on the same day, not staggered. A dual-send week creates more confusion than it prevents.

Substack-to-Ghost specific gotchas

Universal steps cover most of the work. These are the failure modes unique to this exact pair.

• #1

  Subscriber export: Substack gives you a CSV with email + name, plus a separate file for paid subscriber Stripe customer IDs. Ghost(Pro) accepts CSV imports with Stripe customer IDs preserved, so paid subscribers don't have to re-enter card details. Verify the CSV column mapping before import; the import is idempotent if you need to re-run.

• #2

  Paid subscription billing: Stripe customers transfer with their existing subscription metadata if you import correctly, but the BILLING relationship moves to Ghost's Stripe account. Communicate the change to subscribers via a final Substack post explaining what they'll see on their next charge.

• #3

  Custom domain: Substack handles DNS internally for custom domains. Ghost issues different DNS records (CNAME or A record + DKIM). Stagger the cutover; warm Ghost's sender domain with a small list segment before sending to your full audience.

• #4

  Discovery loss: subscribers acquired via Substack's recommendations or Notes don't follow you to Ghost. Plan a 30-day window where you actively notify your audience of the move via your existing Substack and a final email so the loyal core moves with you.

• #5

  Theme work: Substack's theme is the Substack theme. Ghost gives you a theme picker plus the ability to write or buy custom themes. Budget time post-migration for theme selection (or accept the default Casper theme); the migration isn't done until your publication looks intentional.

• #6

  Search-engine impact: Substack-hosted posts at yourname.substack.com get re-indexed when you 301-redirect to your custom domain on Ghost. Set up the 301 redirects via Substack's domain settings BEFORE deactivating the Substack account; if you deactivate first, link equity is lost.

Common questions

Is Ghost cheaper than Substack?

At the entry tier, Substack is cheaper (Free vs $18/mo). The reasons to migrate are usually feature scope or pricing model, not headline price; see "Why migrate" above.

Will I lose subscribers in the move?

Email lists transfer as raw addresses; subscriber relationships transfer with you because the addresses haven't changed. What you can lose: re-engagement (some readers won't notice the new sender domain immediately), paid subscriptions if Substack handles billing differently from Ghost (the gotchas above call out the specific cases), and any "engagement" or warmth signals that Substack's deliverability inferred from your sending history. Plan a clear announcement and a deliverability warm-up week.

How long does the migration take?

For a list under 10,000 subscribers, a clean migration is one focused week: domain setup and verification, list import, automation rebuild, test broadcast, announcement, cutover. Larger lists or complex automations can stretch to 2 or 3 weeks. The constraint is rarely the import itself; it's the deliverability warm-up and the time to rebuild flows you actually depend on.

Are Substack and Ghost in the same category?

No. Substack is primarily a email marketing tool; Ghost is primarily a content marketing tool. The migration involves changing both your tooling AND part of your workflow shape; the "Why migrate" and "Bad fit" sections above are honest about whether that's the right move for your team.

Where can I see Substack vs Ghost side-by-side?

The /compare/ghost-vs-substack page on TierGauge shows side-by-side plans, headline pricing, included features, and limit comparison at the entry paid tier. This migration guide is the long-form decision narrative; the compare page is the data-only dashboard.