See Your Newsletter Through Your Readers’ Eyes: The Essential Survey Questions

Explore the questions that reveal what your readers value, expect and want from your newsletter

Understanding your readers is the cornerstone of any successful newsletter. The questions we ask can reveal so much about who our readers are, what they value and how they engage with our newsletters. That’s why I designed the Substack Reader Behavior Survey—to dive deep into the reader experience and uncover insights that can help us all become better publishers.

In this essay, I’m sharing every question from the survey, offering you a chance to see the thoughtfulness behind each one. Whether you're a seasoned newsletter creator or just starting out, these questions will encourage you to think more deeply about your own readers and how to enhance their experience with your newsletter.

If these questions resonate with you and you’re eager to explore the answers they uncovered, consider upgrading your subscription. As a 🌙 paid member, you’ll gain access to the full survey index—an invaluable resource that provides a clear, contextual understanding of Substack readers.

This is your opportunity to step into your readers' shoes, see the world through their eyes and make informed decisions that truly resonate with them.

1. Demographics and Personal Information

• Question 1: Please select your age group.

• Question 2: What’s your relationship status?

• Question 4: What is your household income?

• Question 5: What country do you live in?

• Question 6: Please select your gender.

• Question 7: What is your race or ethnicity?

• Question 8: What is the highest level of education you have completed?

• Question 9: Which of the following categories best describes your employment status?

• Question 10: Do you have any children?

2. Substack Usage and Experience

• Question 3: How long have you been reading and/or publishing on Substack?

• Question 11: What are you primarily on Substack for?

• Question 12: When you’re busy in the middle of the day but hop onto Substack anyways, what are you most likely doing?

• Question 13: Let’s say you’re on Substack to do a little reading. What gets your attention first?

• Question 14: How do you use Substack compared to other media?

3. Media Consumption and Social Media Usage

• Question 15: What is the biggest role social media plays in your life?

• Question 16: What top two social media sites do you check multiple times a day?

• Question 17: What are your preferred news outlets? (Choose up to 3 you visit every day)

4. Paid Subscription Preferences and Behavior

• Question 18: The average price of a Substack subscription is $5 - $6 a month. Be honest: how do you feel about your paid subscription situation (to other publications)?

• Question 19: When you’re signing up for a paid subscription, which matters more: the percentage discount or the total amount you’ll pay in one year?

• Question 20: When does a yearly subscription start to feel too pricey?

• Question 21: Off the top of your head, how many publications on Substack have you seen run a sale in the last few weeks?

• Question 22: When a creator runs a sale for their publication, how does that make you feel?

• Question 23: What percentage discount makes you feel the best?

• Question 24: When you subscribe to a newsletter you really love, what is the main reason you don’t upgrade to a paid subscription?

• Question 25: What is your max budget for Substack subscriptions every month?

• Question 26: What inspires you to sign up for a paid subscription?

• Question 28: Why do you typically unsubscribe from publications you pay for? (Choose up to 3.)

• Question 32: When you become a paid reader of someone’s publication, what do you expect to receive?

5. Reader Engagement and Content Preferences

• Question 27: When you find a newsletter you really love — and can’t afford a subscription — what are your favorite ways to support the creator’s work? (Choose up to 3.)

• Question 29: How often do you enjoy hearing from your favorite publications?

• Question 30: When a creator needs to take a vacation, what do you prefer?

• Question 31: What makes you feel most valued by a creator on Substack?

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  By exploring these survey questions, you're taking the first step toward building a deeper connection with your readers. Understanding their preferences, motivations, and habits allows you to create a newsletter experience that truly resonates and keeps them engaged over the long term. If you're ready to see the full answers behind each of these questions and gain deeper insights into what drives your audience, consider upgrading today. Here’s to connecting with your readers on a whole new level!