I’ve built my entire career on email marketing. In the 1990’s I started the Small Business Technology Report and I’ve been doing some form of email since then. In fact it wasn’t email marketing, per se, but it was sharing insights with my community.

In the world of small business and entrepreneurship, email has always been king. From Constant Contact to Mailchimp, Zoho CRM to ActiveCampaign, traditional email marketing platforms have been faithful allies for decades. These tools helped countless business owners send newsletters, track campaigns, and nurture customer relationships.

But there’s a new wave rising—one that isn’t built just for businesses. It’s built for creators.

Welcome to the creator economy’s era of email marketing, where platforms like Beehiiv, Substack, Kit, and even LinkedIn Newsletters and Medium are changing the game. These platforms aren’t just for sending emails—they’re built to help creators grow an audience, build influence, and even generate revenue. Let’s unpack what’s going on and what it means for today’s entrepreneur.

What Is a Creator in 2025?

Being a “creator” used to mean you were on YouTube or TikTok making dance videos or reaction clips. But today, the definition has evolved. A creator can be:

• A newsletter writer who publishes weekly marketing tips
• A consultant sharing frameworks with their niche
• A podcaster growing a community through storytelling
• A thought leader or subject matter expert who builds an audience on ideas

Creators don’t just sell products. They create content that builds trust, loyalty, and revenue streams. They’re not just marketers—they’re media makers.

The Rise of Creator-Centric Email Platforms

Let’s break down what’s different about these new platforms and why they’re resonating with a modern wave of creators.

1. Audience Building Comes First

Legacy email platforms like Constant Contact and Mailchimp are powerful, but they’re designed for people who already have an email list. In contrast, platforms like Substack, Beehiiv, and Kit are designed to help you grow your audience. Features like:

• Built-in referral programs
• Native recommendation engines
• Easy subscription landing pages
• Reader profiles and community tools

These platforms understand that creators don’t just want to “market”—they want to grow.

2. Monetization Is Baked In

Substack made waves by allowing writers to charge for access to their newsletters. Beehiiv took it further with advanced monetization tools, sponsorship integrations, and growth analytics. Kit, built by ConvertKit, focuses on creators who want to turn readers into customers through digital products and paid subscriptions.

Compare this to legacy email platforms that require third-party integrations or custom workarounds to generate income from content.

3. Simplicity Meets Power

Modern creator tools strip away the complexity of traditional marketing automation while still giving users what they need. Beehiiv offers segmentation and performance metrics that rival advanced CRM systems, without overwhelming the user. Kit focuses on clean UI and ease of use for independent creators.

These platforms let creators stay focused on writing, creating, and engaging—not configuring email flows.

4. Community-Driven Discovery

Substack and Beehiiv both encourage cross-promotion. A reader of one newsletter is often recommended other newsletters in similar niches. This baked-in network effect drives discovery in a way that traditional email tools never prioritized.

What This Means for Small Business Owners

You may not call yourself a creator. Maybe you run a consulting firm, an event company, or an e-commerce shop. But if you’re writing content, building an audience, and showing up consistently with ideas—guess what? You’re already in the creator economy.

And that opens up options. You can still use Mailchimp or Zoho CRM for transactional emails, drip campaigns, and segmenting leads. But if you want to:

• Grow an email list organically
• Build a personal brand
• Sell content or courses
• Create community through your writing

…then creator-centric tools like Beehiiv, Substack, and Kit might be worth exploring.

The Bottom Line

The old guard of email marketing is still alive and strong—but a new generation of tools is rising to meet a different kind of entrepreneur. One who doesn’t just sell. One who shares ideas. Builds community. Inspires trust. Generates influence.

That’s the creator of 2025.

And thanks to platforms designed for them, email is more alive than ever.

Tip for Entrepreneurs

Whether you’re using Mailchimp or Kit, don’t just send emails—build relationships. In this new era, that’s what turns a reader into a loyal customer—or even a raving fan.

If you’re ready to test the waters, try signing up for both a traditional platform and a creator-first tool. See which feels more aligned with your goals. The difference might surprise you.

Creator Platforms – An Overview

Here’s a quick and clear summary of leading creator-focused email marketing platforms—Beehiiv, Kit, and Substack—plus others to consider if you’re building an audience or growing your influence through content.

Beehiiv

Best for: Writers, solo creators, and media startups who want growth, analytics, and monetization in one place.

Key Features:

• Powerful referral and recommendation engine to grow subscribers
• Built-in website + blog-style post hosting
• Newsletter sponsorship network and monetization tools
• Advanced analytics and segmentation
• Clean, customizable templates

What makes it stand out: Beehiiv was built by ex-Morning Brew staff, so it’s designed with growth in mind. Great for creators with big ambitions or those treating their newsletter like a media brand.

Kit (by ConvertKit)

Best for: Creators selling digital products or memberships alongside email content.

Key Features:

• Built-in landing pages and email sequences
• Simple digital product sales (eBooks, courses, templates)
• Creator-friendly automations without a steep learning curve
• Integrated with ConvertKit’s backend for scaling
• Clean design, focused on conversion

What makes it stand out: Kit is ideal for creators who want to monetize content and products. Think of it as email + storefront for creators.

Substack

Best for: Writers, journalists, and thinkers who want to focus on publishing and building community through newsletters.

Key Features:

• Free or paid newsletter subscriptions
• Integrated blog and audio/podcast publishing
• Community features like comments and chat
• Discovery engine via Substack network
• Simple, minimalist interface

What makes it stand out: Substack pioneered paid newsletters. Its strength is simplicity and its massive built-in audience. Great for long-form writers and thought leaders.

How They’re Similar

• All offer free and paid subscriber support
• Focused on individual creators, not large marketing teams
• Easy-to-use with minimal setup or technical experience
• Prioritize audience growth, not just email delivery
• Allow you to build a brand around your content

How They’re Different

Other Platforms to Watch

Ghost

• Open-source publishing platform with membership and email built-in.
• Best for serious content entrepreneurs who want ownership and flexibility.

LinkedIn Newsletters

• Tap into your existing professional network.
• Great reach, but limited in customization and monetization.

Medium

• Built-in audience discovery and monetization for long-form articles.
• Less control over branding and email list ownership.

ConvertKit (full platform)

• A step up from Kit with powerful automations and tagging.
• Better for those transitioning into full-scale email marketing.

Flodesk

• Stylish, simple email marketing with a design-first approach.
• Less focused on growth features, but great for visual brands.

Final Thought

If you’re a creator who wants to grow an audience, monetize content, and keep things simple, platforms like Beehiiv, Kit, and Substack are your best bet.

For small business owners who want more automations, CRM features, and marketing funnels, tools like ConvertKit, Mailchimp, or Zoho CRM still reign supreme.

Your choice depends on this: Are you marketing a business? Or building a personal media brand? The answer will guide your platform.