How to Segment Your Substack Audience for Better Engagement

Discover how to use audience segmentation on Substack to send personalized newsletters that increase engagement and reader loyalty.

Target Like a Pro: Segment Your Local Audience for Better Results

Hey, Reginaldo Osnildo here again!Let’s talk about one of the biggest advantages you have as a local news publisher on Substack… and it’s something most people ignore:

Audience segmentation.

It sounds fancy, but it’s really simple—and powerful.Instead of blasting the same newsletter to everyone, you can send personalized content to different groups based on what they care about.

This means:

• Better open rates
• Higher engagement
• More loyal readers
• And even more paid subscriptions

Let’s break down how to segment your Substack audience and why it’s a game changer.

1. Why Segmenting Your Readers Matters

Not everyone in your audience is into the same stuff.Some people want politics. Others want sports. Others just want weekend events.

If you treat them all the same, here’s what happens:

• People ignore your emails
• Unsubscribes increase
• Engagement drops

But when you segment?You speak directly to what matters to them—and that builds real connection.

2. Types of Local Segments You Can Create

Here are some smart audience segments for a local news site:

• Politics & Government Junkies: Council updates, election coverage
• Culture Fans: Local art, music, food events, interviews
• Sports Followers: Local leagues, school tournaments, athlete profiles
• Business & Economy Watchers: Job news, new businesses, market shifts
• Parents & Educators: School updates, education policies, youth programs
• Safety & Health Concerned Readers: Alerts, safety tips, wellness campaigns
• Event-Seekers: Weekly guides, what’s happening this weekend

The more specific you get, the more valuable your content becomes.

3. How to Set Up Segments in Substack

Substack gives you built-in segmentation tools—no extra software needed.

Here’s how to do it:

Step 1: Ask on Signup

When readers subscribe, ask them a quick question like:“What topics are you most interested in?”Let them choose from a list (e.g. politics, events, culture, etc.).

Step 2: Tag Based on Behavior

Watch what they open and click. If someone consistently clicks your sports content? Add them to the “Sports” segment.

Step 3: Create Lists

Group your subscribers into custom lists (e.g. “Local Sports Fans,” “Weekly Recap Subscribers”) and send targeted newsletters to each.

Easy, powerful, effective.

4. Personalize the Newsletter Experience

Once you’ve got segments in place, tailor your content:

• Subject Line: Make it specific (e.g. “This Weekend’s Events in [Your City]”)
• Intro Message: Address the interest group (e.g. “Hey sports fans!”)
• Content Blocks: Highlight the most relevant info first
• CTA: Invite feedback or shares based on interest (“Got a local match to cover? Hit reply!”)

This makes your newsletter feel like a 1-on-1 message, not a mass email.

5. Use Segments for Paid Subscribers Too

Your paying readers deserve VIP treatment.Use segmentation to:

• Send premium newsletters only to subscribers
• Offer behind-the-scenes insights
• Share early access to interviews or reports
• Run subscriber-only polls or Q&As

Exclusive content = higher retention.

You can even create a “Founding Subscribers” segment for your earliest supporters. People love feeling like insiders.

6. Automate and Schedule Targeted Content

Once you’ve created your segments, save time by scheduling:

• Weekly event guides for culture fans
• Monthly education reports for parents
• Emergency alerts for safety watchers
• Business updates for professionals

Substack allows you to write once, schedule, and automatically send to the right people. Less stress. More impact.

7. Track the Performance of Each Segment

Want to know if your segmentation is working?Check your Substack analytics for:

• Open Rate by Segment: Who’s most engaged?
• Click-Through Rate: What topics drive action?
• Unsubscribes: Did you over-send or miss the mark?
• Replies & Feedback: Are people talking back?

Use this data to refine your lists and create even better content.

8. Quick Segmentation Wins You Can Try Today

• Send an event newsletter only to people who clicked a “Weekend Guide” link
• Create a sports-only list for readers who’ve opened 3+ related stories
• Offer exclusive education insights just for parents on your list
• Ask your audience what they want more of, and segment by response

Small actions = big results.

Ready to Build a Smarter Newsletter Strategy?

Audience segmentation is one of the most underused features on Substack—and now that you know how to use it, you’re already ahead of the game.

Want to go even deeper into smart audience-building, monetization, and content strategy?

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

Inside you’ll find:

• Real examples of audience segments
• Newsletter templates for each type
• Monetization models based on reader interest
• A 30-day launch calendar
• And a ton more tools to help you grow

You’ve got the message.

Now let’s get it to the right people.