April 8, 2020

The Times & The Sunday Times

Accelerating net subscribers growth with personalised content distribution

JAMES was born as a collaborative project between Twipe and The Times of London with the goal of increasing net subscriber growth by means of a personalised newsletter, tailored on each subscriber preference. The project received funding from Google DNI and a group of 22 people worked for a year in fine-tuning a product that could help accelerate digital subscriptions growth. Over 100,000 subscribers of The Times were served with individualised newsletters compiled from the content of a daily edition. Several optimisation algorithms were developed and tested on different dimensions (time, content, layout etc) to achieve the best results. Find out how you can access JAMES technology through our Launch Partner Programme and contact our team to be considered for the next round of JAMES rollout.


CRM Nirvana

JAMES has enabled an efficient management of subscribers at The Times by providing personalisation at scale and with a high degree of accuracy. Check the video of the launch presentation at The Times.

This is all about knowing your customers in a deep way. Knowing that Dave is different from Carol, that they like different kinds of content and that they will like to receive that content at a certain time in a certain format. That is what JAMES is all about! Technology allowing us to meet this challenge at scale and cost-effectively.

Mike Migliore, Head of Customer Value at The Times

Business results

Throughout this one year project we learned that there is a high potential for the use of AI to provide automatically  generated recommendations which result in better customer experiences and increased reader engagement. JAMES algorithms sent a total amount of 14.1 million emails improving its personalised recommendations at each iteration. On selected cohorts, this has resulted in a 49% decrease in churn rate with the highest impact being observed on low to medium engaged subscribers. JAMES continues to be used and developed at The Times and The Sunday Times and is now being made available through the Twipe digital publishing SaaS platform. Download the report and get all the insights from the Times case. 

JAMES Report

Get in touch with our team and start retaining more subscribers

As the best customer retention program in 2020 according to DMA, JAMES can help your organisation serve your readers the content they love and increase your chances of retaining them. Fill out the form and our team will be in contact shortly to introduce you to the benefits of the Launch Partner Programme.


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