The challenge
For each newspaper and magazine we have trial subscriptions, but the inflow and conversion are low. We need to redesign the formula and put in place a multi channel engagement strategy to convert trial readers to long term paid readers.
Client: DPG Media Belgium
Expertise: Lead Marketing, Email Markering Automation
The customer context
There is already a lot of (online) content available. People expect from newspapers and magazines more than just the facts. They expect reliability, clarity, opinion, inspiration, fast and unique content. And this on paper, website and in the app.
Persona: Young and old
Segments: Households
Context: Free & paid content
The client context
We have 11 different brands: different products, audience and messaging. We need a scalable engagement communication that can be applied to all brands. Template thinking!
Coverage: Flanders (Belgium)
Product: 2 newspapers and 9 magazines
Brands: Het Laatste Nieuws, Humo, De Morgen, Story, Teveblad, TVFamilie, Goed Gevoel, Dag Allemaal, Story, vtwonen, Feeling wonen, Nina
Approach
We redesigned the trial subscription formula and engagement for all of the 11 brands.
- Business performance analysis of past 2 years
- Channel performance analysis
- Trail subscription in the Netherlands (krant.nl)
- Value proposition per brand
- business case
- new paid trial subscription model per brand
- new promotions to convert to long term paid
- Defined 4 engagement streams
- Multi channel campaigns: email, post and calling
- Defined the content per campaign and email
- Defined the triggers and personalisation
- New design of emails and landing pages
- Manage content and copywriting
- Coordinate implementation (CRM & Marketing automation)
- Test all emails
- Run and learn
- New design of emails and landing pages
- Manage content and copywriting
- Coordinate implementation (CRM & Marketing automation)
- Test all emails
- Reporting dashboard
Deliverables
What we delivered during the project.
New trial formulas
Engagement strategy
Multi channel campaigns
New email templates
New landing pages
Remarkable results
11
publishing media brands
130
emails implemented in 2 months
always-on behaviour based email campaigns
4
levels of engagement streams
Multi channel: telephone, email, direct, performance
“Hey, My name is Stefaan. I am passionate about making helpful connections with people through digitale engagement. Over the past 18 years I have developed 4 expertises to make a success of digital engagement.”
Phone: +32 484 48 05 24
E-mail: stefaan@growthup.eu
