BestSends Guide · Tested by Carlos Gil
Kit vs Substack (2026): Which Is Better for Your Newsletter?
60 days. Same newsletter. Two platforms. Here is what actually performed better and why.
I ran the same newsletter on Kit and Substack simultaneously for 60 days, sending identical content to comparable seed lists. The verdict is not a tie. Each platform won decisively in different categories, and the right choice depends entirely on what you are optimizing for: speed-to-revenue, ownership, or product-creator workflow.
At a glance
What we love · what we don't
What we love
- Both are well-built tools.
- Migration between them is one-click.
- Free tiers are real.
What we don't
- Substack's 10% never goes away.
- Kit's discovery is weaker than Substack's.
The ranking
1. Kit
Kit gives you a real owned list with one-click CSV export. Substack mediates the relationship.
Native checkout for ebooks, courses, paid sequences — without giving up 10% to Substack.
Creator Network drives genuine cross-newsletter growth.
Pros
- 10K free subs
- Native digital products
- No platform take rate
- Easy export
Cons
- Slower to launch
- No native discovery feed
Who it's for
Creators with $20K+/year revenue ambition.
Skip it if
You want zero setup and instant discovery.
2. Substack
Substack is the lowest-friction launch in the category.
Notes and the recommendation engine genuinely move subscribers.
10% take rate compounds painfully past $50K/year.
Pros
- Fastest launch
- Built-in discovery
- Brand cachet
Cons
- 10% forever
- Less customization
- You do not fully own the relationship
Who it's for
Writers testing demand fast.
Skip it if
You expect serious recurring revenue.
Best for...
Best for long-term owner
Kit
Real export, no platform take rate.
Best for fastest revenue
Substack
Live in 10 minutes.
Best for product creators
Kit
Native checkout for products + sequences.
Best for discovery-driven
Substack
Notes engine drives subs.
Pricing at every list size
Estimated monthly cost on each platform's standard plan, billed monthly. Cheapest at each tier highlighted.
| Tool | 1,000 | 10,000 | 50,000 | 100,000 |
|---|---|---|---|---|
| Kit | Free | $66 | $316 | $566 |
| Substack | Free + 10% | Free + 10% | Free + 10% | Free + 10% |
Frequently asked questions
Kit at scale (no platform take rate). Substack for speed-to-launch (10% take rate but live in minutes).
Keep reading
Our top pick
Kit leads our testing
Tested hands on against every platform in this guide, on real accounts and real campaigns.
Related reading
About the Author
Carlos Gil is the Editor in Chief of BestSends and the author of The End of Marketing. He has spent 15+ years in email marketing with in-house roles at LinkedIn, GetResponse, BMC Software, Winn-Dixie, and Save-A-Lot.
Read more about Carlos