Personalized newsletters boost subscriber retention by 2% for this Finnish publisher

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Personalized newsletters boosted subscriber retention by 2% for this Finnish publisher

“The system is fully automated and widely operational, we only need to deliver the content and data to make the newsletter possible, with no additional resources required.”

Newsletter success strategies: At the Digital Growth Summit 2024, Johannes Niemeläinen, Data Manager at Keskisuomalainen, highlighted the approach of the Finnish publisher to personalized newsletters, designed to boost subscriber retention through a data-driven, automated approach.

Focus on retention: Niemeläinen emphasized that their newsletters focus on increasing retention among current subscribers rather than acquiring new ones, and that this results in higher engagement and loyalty.

Data-driven insights: Niemeläinen reported a two-percentage-point increase in retention, a success that earned them the “Best Initiative to Retain Subscribers” INMA award.

Engaging different generations: Data revealed the most engaged readers are aged 65-74. New strategies are needed to attract younger users, potentially involving completely separate platforms, with some products already in development.

Partial paywall pays dividends for MailOnline

MailOnline’s subscriber milestone: MailOnline has crossed 100,000 paying subscribers, a significant step for a platform primarily known for free access. This milestone is attributed to the Mail+ subscription service offering exclusive content while keeping most MailOnline articles freely accessible.

What is Mail+? Mail+ is the paid tier within the MailOnline app and on dailymail.co.uk, designed to provide subscribers with premium content. This includes showbiz and royal news scoops, expert health and financial advice, real-life stories, and investigative journalism.

The strategy: MailOnline’s partial paywall through Mail+ allows the site to monetize select stories without alienating its broader audience. Up to 30 articles daily are designated for Mail+ subscribers only, focusing on high-demand topics. This model allows loyal readers to support high-quality journalism while allowing free access to the rest of the content.

Industry context: With declining ad revenue, MailOnline’s model reflects a growing trend among global publishers who are introducing partial paywalls to increase revenue while offering free content for general readers.

What’s next? MailOnline plans to expand Mail+ internationally, with a U.S. launch scheduled for 2025. The success of its partial paywall may serve as a blueprint for other digital publishers seeking to monetize their content.

“Ask The Post AI”: How the Washington Post is adapting with generative AI

A new chatbot for The Post: The Washington Post recently launched “Ask The Post AI,” an AI tool allowing readers to interact with the publication’s archive of vetted articles by asking questions and receiving direct, conversational answers.

How it works: Ask The Post AI uses machine learning to search and match reader queries with articles in The Post’s archive. Unlike generic search tools, this AI provides:

• A focused, journalistic perspective.
• Responses based solely on verified factual reporting from The Post.
• An interactive experience for readers.

Why it matters: Ask The Post AI offers a competitive edge by combining AI innovation with The Post’s legacy of credible reporting. As audiences shift toward interactive interfaces, this tool positions The Post as a leader in user-centered digital experiences, while enhancing reader engagement.

Mitigating AI risks: By restricting the AI to the paper’s own reporting, The Post reduces the risk of “hallucinations” (AI-generated inaccuracies) and ensures users receive only reliable, verified information. Furthermore, each response is accompanied by links to original articles, promoting transparency and trust.

Future plans: The Post intends to expand Ask The Post AI to include multimedia content like videos and podcasts, providing a more comprehensive experience for readers.

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🗞️ What we’re reading

• Press Gazette warns about publishers relying too much on Google Discover, saying it could lead to lower content quality.
• Journalism.co.uk shares how Amedia’s fresh approach is connecting with young, mobile-focused audiences.
• The Atlantic explores how right-wing influencers are promoting the idea that “you are the media,” challenging traditional outlets post-election.