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Newsletter migration

Substack → WordPress

Move Substack posts, images, podcasts, comments, and free or paid subscribers into WordPress.com with the official Substack importer. Keep Substack online until missing images are re-uploaded. Paid readers need the same Stripe account and a mapped newsletter tier.

Typical timeline7–14 calendar days14–28 hours active work
Statusneeds review
Source profileSubstack documentation reviewed 2026-10-30
Destination profileWordPress documentation reviewed 2026-10-30
Documentation date
Review window
Evidence4 sources
This route needs review.Use it as a planning baseline, then verify the dated sources and test with representative data before production.
Before you migrate

Should you make this move?

Both platforms have a case. Compare what you gain with what you give up before scheduling the cutover.

Current platform

Substack

Reasons to stay
  • Publishing, email, recommendations, network discovery, and paid subscriptions work out of the box
  • Audience, campaigns, automations, and reporting live in one publishing system
Reasons to leave
  • Brand control, automation, data depth, and platform independence are limited
  • Automation logic, analytics history, and deliverability settings are not very portable
New platform

WordPress

What gets better
  • Unmatched ecosystem breadth and content ownership support almost any publishing model
  • Editors get a purpose-built publishing workflow instead of raw files
What gets worse
  • Plugin, hosting, security, and performance maintenance accumulate over time
  • Themes, extensions, and content models add maintenance and portability constraints
Best of the move

WordPress: Unmatched ecosystem breadth and content ownership support almost any publishing model. This removes a major source-side concern: Brand control, automation, data depth, and platform independence are limited.

Worst of the move

What you lose: Publishing, email, recommendations, network discovery, and paid subscriptions work out of the box. What you inherit: Plugin, hosting, security, and performance maintenance accumulate over time.

Connected catalog

3 destinations are documented from Substack. Compare nearby routes before committing.

Also from Substack
Jump to a section
01At a glance

Know the shape of the move.

Transfer outcome12 features audited
Transfer outcome distributionClean transfer: 0, Partial transfer: 6, Manual rebuild: 4, Not transferred: 2.
Clean0
Partial6
Manual4
Lost2
Mapping route8 of 9 fields have a destination path

This timeline assumes

  • One Substack publication with up to 2,000 posts, 50,000 subscribers, and optional paid tiers on Stripe
  • You use WordPress.com's Substack importer, or a self-hosted site that you have already proven can run the same import path.
  • You can connect the same Stripe account Substack uses if paid subscribers must keep access.
  • Substack stays online until every required image is in the WordPress media library.
  • WordPress.com Free plan import limits are approved if you are not on a paid plan.
02What transfers

What survives the move.

“Partial” and “manual” are not footnotes. They are work that must be scheduled and verified.

ItemOutcomeImpactWhat happensMitigation
Posts from the Substack zippartialcriticalWordPress.com tells you to create a New export under Substack Settings → Exports, then upload that ZIP at Tools → Import → Substack after you enter the newsletter URL.Keep the zip. Compare post counts and authors before you import subscribers.
Images blocked on Substack hostspartialcriticalWordPress.com says some images fail because Substack stores them on servers that block external downloads. It tells you to keep Substack active, save the originals, and upload them under Media.Review posts before you deactivate Substack. Re-upload broken images by hand.
AuthorspartialhighIf the zip has multiple authors, the importer asks you to map them to WordPress users. Otherwise everything lands on the importing account.Create WordPress users first. Check bylines after import.
Podcasts and public commentspartialhighWordPress.com lists posts, images, podcasts, and public comments as in scope. Older comments can still fail, which field reports also saw.Count comments on a sample of old and new posts. Export a Substack comment archive if comments matter.
Free subscriberspartialcriticalExport the entire email list from Substack Subscribers. Import it under Jetpack → Newsletter → Add subscribers → Import from Substack. Duplicates are skipped.Record total, free, paid, and unsubscribed counts before export.
Paid subscribers and StripepartialcriticalWordPress.com asks you to connect the same Stripe account Substack uses, then map each Substack plan to a WordPress.com newsletter tier.Connect the live Stripe account. Map every tier. Test complimentary, monthly, and annual readers.
WordPress.com import limitsmanualhighFree plan import is capped at 100 subscribers and earlier imports count against it. Imports over 10,000 go through manual review. Paid plans have no count cap.Choose the plan before you import the list.
Theme, Sections, and NoteslosthighA Substack website, Sections, Notes, recommendations, and restacks do not become a WordPress theme.Pick a theme. Rebuild landing pages and any Section as a site structure.
URLsmanualcriticalSubstack /p/slug paths become WordPress permalinks. They will not match unless you design them to.Decide permalinks first. Add redirects from /p/slug if you keep the domain.
Sending domain and deliverabilitymanualcriticalWordPress.com newsletter sending is a different pipeline than Substack. Field reports saw staggered delivery on the first send.Authenticate the sending domain. Seed-test before the full list.
Substack analytics and restackslostmediumOpen rates and restacks stay on Substack.Export stats before you leave.
Double billing or double sendingmanualcriticalIf Substack still bills or sends after WordPress takes the list, readers get two charges or two emails.Pause Substack sending first. Confirm Stripe ownership after paid import.
03Field and feature mapping

Where each thing goes.

SourceDestinationMethodNotes
Substack post zipWordPress posts via Tools → Import → SubstackautomaticEnter the newsletter URL, then upload the zip.
Post title, date, and bodyWordPress title, date, and contenttransformRepair missing images and embeds.
Substack authorWordPress usermanualMap authors before you click Import.
Substack /p/slugWordPress permalink plus a redirecttransformDecide the permalink structure first.
Free subscriber CSVJetpack newsletter subscriberstransformUse Import from Substack, not a generic CSV, when you also have paid readers.
Paid Substack planWordPress.com newsletter tiertransformConnect the same Stripe account.
Public commentsWordPress commentstransformSample old posts. Some comments will not arrive.
Podcast enclosuresWordPress audio or podcast blocktransformPlay a sample episode after import.
Substack theme and NotesNo destinationunsupportedRebuild presentation and social posts separately.
04Before you begin

Make the move recoverable.

Backup procedure

Create the source-of-truth backup

Keep Substack posts, subscribers, Stripe, and URLs recoverable before WordPress writes.

  1. Create a New export of posts and download the zip.
  2. Export the entire subscriber list with all columns.
  3. Export Stripe subscription and customer reports. Record the account ID.
  4. Crawl public /p/ URLs.
  5. Store untouched files with checksums.

Proof to capture: Zip hash, subscriber counts, Stripe account ID, and URL count in one dated manifest.

Transformation · WordPress.com Tools → Import → Substack

Import Substack content

Load posts, media, and authors without retiring Substack yet.

  1. Enter the Substack URL.
  2. Upload the export zip.
  3. Map authors.
  4. Review missing images while Substack is still up.

Proof to capture: Save the input, output, command or tool settings, warnings, and final item counts.

Transformation · Jetpack → Newsletter → Import from Substack

Import subscribers and paid tiers

Move free and paid readers onto Jetpack Newsletter.

  1. Pause Substack sending.
  2. Upload the subscriber CSV.
  3. Connect the same Stripe account and map every paid plan.
  4. Reconcile free, paid, and duplicate totals.

Proof to capture: Save the input, output, command or tool settings, warnings, and final item counts.

05Handle with care

The things most likely to hurt.

These are operating limits. Treat every “Stop if” condition as a blocked migration, not a suggestion.

Content

Images disappear after you cancel Substack

criticalpossible likelihood

WordPress.com documents that some Substack image hosts block the importer.

Consequence
The archive loses photos the day you shut Substack.
Mitigation
Re-upload before cleanup.

Stop if: A high-traffic post still hotlinks Substack.

Payments

Paid readers lose access or get billed twice

criticalpossible likelihood

The Stripe account or tier map is wrong.

Consequence
Chargebacks or locked posts.
Mitigation
Use the live Substack Stripe account. Test each tier.

Stop if: Any active paid reader has the wrong access or a new invoice.

Members

Free-plan import cap

highpossible likelihood

WordPress.com Free allows 100 imported subscribers total.

Consequence
Most of the list never arrives.
Mitigation
Upgrade before import if the list is larger.

Stop if: The plan limit is below the live list.

Email

First WordPress send looks like spam

highpossible likelihood

A new sending pipeline hits filters.

Consequence
The first issue lands in spam or dribbles out for hours.
Mitigation
Authenticate the domain and seed-test.

Stop if: Seed delivery fails.

06Precise timeline

Do the work in this order.

Estimate forUp to 2,000 posts, 50,000 subscribers, optional paid Stripe tiers
Total elapsed7–14 calendar days
Active work14–28 hours
BufferAdd time for missing images, paid-tier mapping, or a list larger than 10,000 that needs WordPress.com review.
01
Days 1–3Export Substack2–3 days
02
Days 3–5Build the WordPress newsletter2 days
03
Days 5–9Import posts, then subscribers2–4 days
04
Days 9–12Verify URLs and seed mail1–2 days
05
Days 12–14Switch the domain and first send1–2 days
  1. Days 1–3 · inventory

    Export Substack

    2–4 hours active2–3 days elapsedSubstack export waiting
    • Download the post zip and subscriber CSV.
    • Record Stripe and public URLs.
    • Choose the WordPress.com plan.
    Stop / go checkpoint

    Ready to import?

    Go when: Zip, list, Stripe ID, and plan limit are known.

    Stop when: Paid readers exist and Stripe access is unclear.

  2. Days 3–5 · setup

    Build the WordPress newsletter

    3–6 hours active2 days elapsedTheme and domain waiting
    • Create the site and newsletter settings.
    • Create users for authors.
    • Do not send yet.

    Depends on: inventory

    Stop / go checkpoint

    Safe to load posts?

    Go when: The importer is available and no campaign is scheduled.

    Stop when: The site cannot send mail on the chosen plan.

  3. Days 5–9 · import

    Import posts, then subscribers

    5–10 hours active2–4 days elapsedImage repairs and paid mapping waiting
    • Import the zip.
    • Re-upload blocked images.
    • Pause Substack and import subscribers.

    Depends on: setup

    Stop / go checkpoint

    Did WordPress receive the publication?

    Go when: Posts, images, and audience segments reconcile.

    Stop when: Images still depend on Substack or paid access is wrong.

  4. Days 9–12 · verify

    Verify URLs and seed mail

    2–4 hours active1–2 days elapsedSeed delivery waiting
    • Test /p/ redirects if you keep the domain.
    • Send to a seed list.
    • Check paid and free views.

    Depends on: import

    Stop / go checkpoint

    Can WordPress go public?

    Go when: Blocking checks pass.

    Stop when: A paid reader is locked out or seed mail fails.

  5. Days 12–14 · cutover

    Switch the domain and first send

    2–4 hours active1–2 days elapsedDNS waiting
    • Point the domain.
    • Keep Substack readable.
    • Send the first WordPress issue.

    Depends on: verify

    Stop / go checkpoint

    Pause Substack for good?

    Go when: The first full send is clean.

    Stop when: Duplicate mail or missing images appear.

07The point of change

Cut over with a way back.

Go live

Cutover

Make WordPress the public site and the only sender without dropping paid access.

Recommended window: 48–72 hours before the next issue, with Stripe and DNS owners available.

  1. Pause Substack sending.
  2. Import the final post and subscriber delta.
  3. Confirm Stripe mapping still matches.
  4. Switch DNS after redirects are ready.
  5. Run blocking checks, then keep the full list unscheduled until they pass.

Proof to capture: Reconciliation sheet, Stripe account ID, image-host sample, and named approval.

Return to safety

Rollback

Return the domain and next send to Substack without double billing.

Deadline: Before the first full WordPress send. Keep Substack up for at least seven days after that send.

  1. Cancel WordPress campaigns.
  2. Restore Substack DNS.
  3. Do not reconnect a second Stripe owner during the incident.
  4. Keep the Substack zip and CSV.

Proof to capture: Substack serves the domain and is the only sender. Paid Stripe subscriptions still renew once.

Rollback immediately when
  • Paid access fails for an active tier
  • High-traffic images still hotlink Substack
  • Consent totals cannot be reconciled
  • Seed delivery fails
  • A blocking check cannot be fixed in two hours
08Verification report

Prove the migration worked.

Every blocking check must pass. Capture the evidence before cleanup begins.

0%
Interactive report preview0 / 8 checks passed
PassIDCheckMethodExpected resultEvidence
V-01BlockingPost reconciliationCompare the Substack zip with WordPress posts.Every expected post exists once or has a signed exception.Post ledger.
V-02BlockingImage independenceOpen image-heavy posts and inspect hosts.No required image depends on Substack.Image-host report.
V-03BlockingBylinesCompare multi-author posts.Approved author map.Author table.
V-04BlockingFree and paid totalsCompare Substack export with Jetpack subscribers.Segments match or variances are explained duplicates.Segment table.
V-05BlockingStripe and tiersTest monthly, annual, and complimentary readers.Same Stripe account. Correct access. No new invoice.Redacted Stripe and WordPress captures.
V-06Blocking/p/ URLsRequest high-value Substack paths.One 301 to the WordPress permalink if you kept the domain.Redirect results.
V-07BlockingSeed deliverySend to controlled addresses.From, links, and unsubscribe work. Substack is quiet.Seed headers.
V-08Public comment sampleCompare old and new posts.Accepted comment gaps are listed.Comment sample.
09Post-migration cleanup

Remove the scaffolding safely.

Safe after: One successful full send, 24 hours of acceptable delivery, seven stable days, and a signed report.

  1. Archive the Substack zip, CSV, Stripe reports, and evidence.
  2. Re-upload leftover Substack images.
  3. Keep Substack readable through the retention window.
  4. Cancel Substack only after images and paid access are independent.
  5. Revoke migration users.
  6. Schedule the next WordPress backup and newsletter review.
10Experiences from the field

When the plan met reality.

First-hand accounts are preferred. Vendor case studies are labeled, and every note below is an editorial paraphrase—follow the link for the full context.

First-person accountHilda Bastian · Absolutely Maybe / PLOS

Substack Versus WordPress Newsletter: First Impressions and Migration Tips2023

Hilda Bastian moved Living With Evidence off Substack in 2023 while the list was still small. WordPress.com had no Substack importer then, so she downloaded Substack HTML and pasted posts by hand to shrink images against the free storage cap. Subscriber CSV import under Users was smooth after she trimmed extra columns. WordPress showed fewer subscribers than she uploaded, which she blamed on about 5 percent dead addresses that Substack still counted. She posted a Substack sign-off after the first WordPress issue in case mail hit spam.

What they recommend
  • Upload subscribers only after posts and a test subscribe path work, then send a Substack sign-off that points at the new inbox.
  • Expect the WordPress count to land below the Substack export if dead addresses were still on the old list.
Worth noticing
  • A small archive can move post by post when you need to crush image size against a storage cap.
  • Substack keeps broken addresses on the books, so a lower WordPress count is not always a failed import.
First-person accountAlissa Grosso · Creativity and Contentment

Moving From Substack to WordPress, My Experience2025

Alissa Grosso moved Creativity and Contentment from Substack to a WordPress.com site in April 2025. She used WordPress.com's free Substack importer for posts and the mailing list and said both transfers went smoothly. Comments on older posts did not import, which she guessed was a Substack format change. She paid $96 plus a domain she already owned, used WordPress.com's physical address on newsletter mail, and noted that comments now need a nickname and email or they show as anonymous.

What they recommend
  • Use the official WordPress.com Substack importer for posts and subscribers, then check older comments one by one.
  • Tell readers that WordPress comments need a nickname and email if you do not want a pile of anonymous replies.
Worth noticing
  • By 2025 the official importer handled posts and the list, which Hilda Bastian did not have in 2023.
  • Older public comments can still fail even when posts and subscribers land cleanly.
Sources and evidence

Verify against the primary material.

Platform behavior changes. Check these sources and the review dates above before executing a production migration.

  1. WordPress.com: import from SubstackAccessed 2026-10-30
  2. WordPress.com: import Substack contentAccessed 2026-10-30
  3. WordPress.com: import Substack subscribersAccessed 2026-10-30
  4. Substack: export posts and subscriber listAccessed 2026-10-30