How to Build a Simple Referral Program to Grow Your Substack Newsletter

Want more readers without spending money on ads? Here’s how to launch a referral program that turns your Substack subscribers into your best promoters.

Hey, it’s Reginaldo Osnildo again—back with a strategy that doesn’t cost a dime but can skyrocket your subscriber count:

A referral program.

If you’ve built trust with your readers and they enjoy your content, many of them would be happy to share it—but only if you make it easy and rewarding.

The good news? Substack now offers built-in referral tools, and even if you’re using other platforms, you can set one up manually with just a bit of creativity.

Let’s talk about how to set up, promote, and automate a referral program that grows your newsletter and rewards your most loyal readers.

1. Why Referral Programs Work

Referrals are powerful because:

• People trust recommendations from friends
• It’s a free growth strategy
• Loyal readers become ambassadors
• It builds a stronger sense of community

Think of it as turning every reader into a mini marketing team—without hiring anyone.

2. Set Up Substack’s Built-In Referral Feature

If you're on Substack, you're in luck! Here's how to activate referrals:

• Go to Settings > Referrals
• Turn on the referral program
• Set rewards for people who refer 3, 5, 10+ new subscribers

Substack tracks referrals automatically and shows who’s earned what.

Example reward tiers:

• 3 referrals = Shoutout in the newsletter
• 5 referrals = Exclusive content or local guide
• 10 referrals = Local merch or coffee on me

Simple, fun, and scalable.

3. Manually Track Referrals (If Needed)

Not on Substack? Use:

• Google Forms for submission (“Who referred you?”)
• Unique URLs with UTM tracking (bit.ly or your own domain)
• Manual spreadsheets to track who referred whom

It’s a bit more work—but just as effective.

4. Choose Rewards That Make Sense for Your Newsletter

You don’t need big prizes. Keep it local and meaningful:

• Feature their name in your next issue
• Offer a free paid-tier trial
• Send a PDF guide, local discount, or digital badge
• Shout them out on social media
• Let them guest-write a post or introduce a topic

People love being seen and appreciated.

5. Promote the Program (Often!)

Make sure readers know it exists!

• Add a banner or section at the end of every issue:

“Love this newsletter? Invite 3 friends and earn a special shoutout!”

• Create a dedicated email just for the referral program
• Share it regularly on social media
• Mention it during local events or meetups

Repetition = participation.

6. Gamify It With Milestones and Recognition

Create a leaderboard or referral wall:

• “Top Referrers This Month”
• “Local Legends: Our Most Loyal Promoters”
• Use emojis, fun titles, or simple graphics to make it visual

Gamification adds energy and keeps readers coming back to check progress.

7. Make It Easy to Share

Give your readers quick copy/paste options:

• Prewritten text they can DM or email to friends
• Social sharing buttons
• A short referral link

Example:

“Hey! I’ve been reading [Newsletter Name]—it’s local, honest, and super useful. Want to check it out? Subscribe here: [link]”

Remove friction = increase shares.

8. Combine Referrals With Other Community Drives

You can build momentum by pairing the referral program with:

• A giveaway or contest
• A special theme month
• A funding goal (e.g., “Help us hit 500 subscribers!”)
• A community challenge (“Refer 5 friends by Friday and get featured!”)

Think of it as a mini-campaign within your newsletter.

9. Follow Up With Referrers Personally

A quick thank-you email goes a long way:

• Say thanks
• Remind them of what they’ve earned (or are close to earning)
• Ask if there’s anything else they’d like from the newsletter

This turns fans into true advocates.

10. Celebrate the Wins

Let your community know how it’s going!

• “We added 100 new subscribers last month—thanks to YOU.”
• “Shoutout to Maria for referring 10 new readers!”
• “Our newsletter family is growing—and we’re just getting started.”

People want to be part of something growing, thriving, and appreciated.

Want the Full Toolkit to Build a Thriving, Monetizable Newsletter?

If you’re ready to grow your local newsletter with smart strategies like referrals, partnerships, and community engagement, grab my complete guide:

👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network

Inside, you’ll get:

• A step-by-step referral program setup
• Reader growth checklists
• Monetization models that actually work for small publishers
• Systems to publish consistently and build trust
• A 30-day roadmap to turn your Substack into a serious local media platform

No ads. No gimmicks. Just real community growth—one reader at a time.