Who:

A large conservative news outlet

Strategy:

In order to drive newsletter sign-ups, the outlet targets each one of its Audiences with a personalized sign up notification, promoting the type of content each Audience is most interested in.

Hypothesis:

Capturing email addresses is an important first step to maintaining long-term communication with site visitors. However, grabbing the attention of users with varying interests can be a challenge for media companies who create and house a wide variety of content. Instead of attempting to elicit subscriptions with generic messaging, publishers should put their best foot forward, tailoring signup notifications to best connect with different audience types. This will increase the chances of capturing attention and email addresses, opening up the door to drive continued engagement and readership.