March 31, 2020

JAMES – Your Digital Butler

Personalised reading lists for maximum engagement

JAMES uses the power of machine learning to create personalised reading lists for your readers and increase overall engagement. Countless research and use cases have proven the positive correlation between engagement and retention and with JAMES you can leverage it to create the perfect onboarding experience and to turn your readers into loyal subscribers. Discover the benefits of the Launch Partner Programme and signup to join the 4th round of JAMES rollout.


Activate your readers for increased conversion rates

JAMES predicts which content is more likely to trigger readers’ interaction. Like a butler, JAMES learns from your readers’ behaviour and serves them with the right content to maximise engagement levels and turn your readers into loyal subscribers.

James-Your Digital Butler

Surface the right content to the right readers

By personalising distribution you can ensure that every reader receives relevant content, optimising article value. Drive more readers to your website, mobile apps or editions by using JAMES personalisation algorithms.


Measure and improve engagement

JAMES uses self-learning algorithms to increase engagement and reduce churn. JAMES measures daily its impact and iterates to obtain the best result. Your team can see the increased engagement with easy-to-understand dashboards.


James-Your Digital Butler

Get in touch with our team and join the
Launch Partner Programme

JAMES can help your organisation serve your readers the content they love and increase your chances of retaining them. We are now selecting two more partners for the 4th round of the Launch Partner Programme. If interested in participating, fill out the form and our team will be in contact shortly.


JAMES easily integrates in your tech environment

JAMES integrates within your existent ecosystem and draws inputs from your content, analytics and email platforms. After identifying readers through cookies or subscription references, it learns what is the content that triggers them, and provides you every day with a set of recommendations per reader. This file can then be integrated in personalised newsletters, push notifications or web hooks.

Award-winning technology

JAMES has been named the best customer retention programme from the Data & Marketing Association and awarded the second spot for Best New Digital Subscription Initiative at the 2020 INMA awards. This was achieved thanks to the close collaboration with The Times which allowed for an innovative approach to content recommendation for news products.

JAMES – The Times Case

JAMES was born as a collaborative project between Twipe and The Times of London. After receiving Google DNI funding, 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 to achieve the best results.
Google DNI
The Times

The Results

Throughout this one year project we learned that there is a high potential for the use of AI to create better customer experiences, by creating reader engagement with automatically  generated emails. 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. 

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Further reading

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