In the March / April issue of InPublishing magazine, we ran a Subscriber Acquisition Special, containing eight articles from leading publishers and suppliers.
On Thursday, 22nd May, we are holding a follow-up 'Subscriber Acquisition Special — Q&A' webinar in which all the contributors will be available to answer your questions. So, please have a read through the articles, register for the webinar and come along armed with your questions.
To whet your appetite, I have picked out a nugget from each article:
- “Ensuring your checkout process is adaptable to evolving customer habits is key; offering guest checkouts, digital wallets, and payment solutions that integrate with emerging financial technologies can keep your business ahead of the curve.” (Checkout / payment process, by Jamie Nunn, head of products at CDS Global)
- “Frequently changing our creative and messaging is also a key part of our marketing strategy. While the value proposition for our readers remains the same, we adapt the way we present that to them through our promotional campaigns.” (Our subs acquisition strategy: Newsquest, by Susanne Kinnaird, head of digital reader revenue)
- “Clarify what success looks like before you start. Whether your end goal is subscriptions, engagement, reach, feedback or maybe just to test a new direction or channel, clearly outline how you are going to show that what you did made a difference, didn’t make a difference, or could cause a negative reaction.” (Our subs acquisition strategy: Immediate Media, by Sally Longstaff, acting head of subscriptions acquisitions)
- “Another key element in successful acquisition strategies is mapping every touchpoint across the customer journey. From the first interaction to post-subscription engagement, it’s important to ensure a frictionless experience at every stage.” (The customer journey, by Damir Lutvic, VP, onboarding at Darwin CX)
- “Dynamic paywalls that adapt and respond to user behaviours — frequency of visit, what they read, whether they’ve engaged before and how — are far more effective than a hard and fast, rigid barrier.” (Datawalls & paywalls, by Vicky Macey, product and strategy specialist at Full Fat Things)
- “We don’t put every registration in as a lead to the sales team. Instead, setting automated behavioural triggers that then feeds those registered users who are displaying subscriber like behaviours as leads into our sales system. We add clear lead context as to why that lead has been pushed through as a lead.” (Our subs acquisition strategy: Infopro Digital, by Simon Gates, global marketing director)
- “Within a publishing business, it’s not just about encouraging testing, it’s about creating a test friendly environment... Testing is a priority and there is no failure, only learning opportunities.” (Our subs acquisition strategy: Mark Allen Group, by Will Woodrow, head of marketing)
- “Successful engagement marketing requires multiple points of contact across various channels. A mix of organic and paid marketing efforts should be employed to maximise reach and impact. These may include: content sampling, email marketing, social media engagement, webinars & live events, push notifications & retargeting ads.” (Engagement building, by Mike Halstead, managing director of HH&S)
Want to know more? Then come along to the webinar on the 22nd May. See you there.
You can catch James Evelegh’s regular column in the InPubWeekly newsletter, which you can register to receive here.
