Encouraging loyalty with registered readers
Rather than just pursuing subscribers, The Telegraph has shifted its digital engagement strategy toward encouraging readers to register. Registered readers are much more likely to continue reading further, purchase a subscription or interact with one of Telegraph Media Group’s e-commerce businesses. In addition, registration allows Telegraph Media Group to better understand readers and their interests and browsing habits, which leads to greater customer intelligence and personalisation.
By feeding audience information from Adobe Audience Manager into Adobe Target, part of Adobe Marketing Cloud, Telegraph Media Group can target digital offers and experiences to create a one-on-one engagement with readers. The Telegraph currently has a goal of 10 million active and engaged registered users. Adobe Target plays a big role in increasing registrations by customising The Telegraph for non-registered viewers. The website may show half of a premium article and then ask a reader to register to continue reading or it might display a large red button inviting invested readers to register before commenting.
“We were looking at ways to invigorate digital subscriptions when we hit upon the idea of focusing on registrations first,” says Taylor. “The intelligence and personalisation capabilities of Adobe Audience Manager contribute significantly to our new registration strategy. Between the new registration model and Adobe Experience Cloud, we have tripled our daily acquisition rate for registrations.”
Once readers are registered, Telegraph Media Group can learn about them in even greater detail and use this information to further personalise experiences. For example, previously when readers hit the paywall limit for articles in The Telegraph, all readers would see the same standard message about purchasing a subscription. Now, Adobe Target looks at the consumption patterns and audience data to select the best offer for each individual reader from a pool of offers. Some readers might see an offer for a gift or a six-month discount. Other readers might see information about day passes rather than an annual subscription.
Telegraph Media Group continues to work with Adobe Customer Solutions to better use the Adobe Experience Cloud integrations and present articles in more interesting and unique ways. For example, Adobe Customer Solutions is working on ways to make it easier for journalists to create very customised, one-off designs for articles or better leverage the broader Adobe toolset to allow Telegraph Media Group to accomplish more through its digital channels.
“We want to be thoughtful and considerate about how we use customer data and promote our business lines,” says Taylor. “Adobe Experience Cloud solutions work together to give us the customer intelligence to provide audiences with the relevant offers and information they want. The result is a fantastic digital experience that helps The Telegraph push the standard for quality journalism in the digital age.”