Digiday Research: The most effective tactics for driving subscriptions
This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →
For publishers looking to drive more subscriptions, email is king.
Digiday Research asked 136 publishing execs about various tactics they use to drive subscriptions and which they find most effective. The most effective tactic was “adapting the frequency of email,” followed by customizing content for each user.
Publishers use email in various ways to drive people to sign up for subscriptions — either with marketing via offers sent to those already in their database, or sending more email about specific parts of the subscription product, like dedicated member-exclusive pieces, to their audiences.
However, only 23% of respondents said sharing email lists has proved an effective tactic for them.
When Digiday last conducted this research, 65% of publisher executives said their most effective tactic for customer acquisition is email, and 16% said it was house ads.
Subscriptions are the most important focus for publishing execs. Almost 46% of respondents said growing subscriptions were a major focus for them over the next six months. Other major priorities are building direct-sold ads: 64% of publishers said that was either a large focus or a very large focus area for them.
More in Media
Amazon bets creator video podcasts can be the next TV network – if it can fix measurement
Amazon’s Upfront presentation leaned into its podcast offerings, which the company believes are the next generation of TV networks.
Media Briefing: BuzzFeed’s $120M sale marks another step in the repricing of digital media scale
Byron Allen’s $120 million BuzzFeed deals marks another turning point in the collapse of the platform-era media business model.
Mail Metro Media shifts ad strategy toward PMPs and fewer ads as it unifies stack
Mail Metro Media wants to drive 300% PMP growth over the next three years as part of plans to turn a high-volume digital direct business into an outcomes shop.