Why Affiliate-Savvy Creators Are Starting Newsletters

“Don’t overthink it—just start.”

Christina Loff, Head of Lifestyle at Substack

If you're a creator looking to turn your recommendations into long-term revenue, it might be time to consider launching a newsletter. Lately, they've emerged as more than just a writing platform. A newsletter can be a multi-channel, community-driven, evergreen engine for audience growth and affiliate income.

We recently hosted a masterclass with Christina Loff, Head of Lifestyle at Substack, to discuss strategy with creators using ShopMy. Christina's insights—featured throughout this piece—highlight why now is the perfect time to start or double down on your own newsletter on a platform such as Substack.

"We're having a very explosive moment right now," Christina said. "We've never had as many readers and subscribers as we do right now."

Let’s break down exactly how to make newsletter platforms like Substack work for affiliate revenue—and how to track, optimize, and grow with ShopMy.

Unlike social platforms where content disappears in 24 hours, posts to platforms like Substack stick around—and keep generating clicks. They're also easily shareable, which allows for organic discovery and longer monetization windows.

“People want authenticity—they don’t expect polish. They don’t want to be marketed to."

That authenticity is exactly why readers respond so well to affiliate recommendations on Substack—especially when creators keep it personal and transparent.

Here are some of our best tips for success:

Create a hidden ShopMy collection for every Substack post. It’s the simplest way to track clicks and conversions on a per-post basis—and spot patterns over time. Title each collection after the post ("Substack: Summer Capsule Wardrobe") and pull your links directly from there.

Use free posts to drive reach and affiliate clicks. Save personal stories, exclusive Q&As, or trend deep-dives for your paid subscribers.

"Personal behind the paywall," Christina Loff says. "That’s what people really want. You can even put the links up top, and then get personal below the paywall."

The “personal behind the paywall” strategy allows you to maximize both subscription and affiliate earnings by ensuring your link-heavy content is available to all readers.

Every time you publish, share it across your platforms—especially in Instagram Stories and TikTok. Christina recommends:

• Creating Instagram story highlights for your Substack
• Sharing teaser videos across platforms
• Using Substack’s built-in shareable images

"Your most dedicated fans are already following you elsewhere. Bring them with you."

According to ShopMy data, these post types consistently perform best:

• Most Worn Items of the Month
• What’s in My Cart / Wishlist
• Sale Roundups
• Q&As and Outfit Breakdowns
• Luxury vs. Everyday Comparisons
• Discount Code Directories

Some creators feel overwhelmed at the thought of launching on another platform. Even if you can only share biweekly or even monthly newsletters, consistency is what matters.

"There’s no magic number," Christina said. "But you do need consistency. Weekly or twice a week is great. Your audience wants to know when to expect you."

Set a cadence and stick to it. Your newsletter becomes a habit for your readers—and habits convert.

"Don’t overthink it—just start," Christina encouraged. "Your audience is along for the ride. You can evolve. They’re down for that."

With the right structure, strategy, and ShopMy tools, your newsletter can become a serious driver of affiliate income. It’s not about perfection—it’s about showing up, sharing what you love, and building trust over time.