The Boston Globe increases paid subscription rate by 121% with Jebbit
By building reader segments with declared data, The Boston Globe executed a personalized marketing campaign.
The Boston Globe is the 25th most-read newspaper in the United States, has won 26 Pulitzer awards, and is known for its Spotlight investigative journalism team. Paid subscriptions drive a large amount of revenue for The Boston Globe due to the quality of its content, but acquiring new subscribers posed a challenge.
The consumer marketing team used direct mail, interstitials, and a standardized email nurture program to drive paid subscriptions. None of these activities, however, drove paid subscriptions at the rate the team wanted.
They knew personalized offers would likely generate more, but lacked the data they needed to power it.
The Boston Globe’s consumer marketing team began launching a series of Jebbit mobile experiences to find their most engaged reader segments via declared data capture. Doing so allowed them to capture first-party date, at scale, directly from their readers at a level not possible before.
These declared data points revealed readers’ favorite topics, frequency of reading the Globe for different types of news, favorite shops, restaurants, and events to go to in Boston, and more. After six months of learnings from the declared data, the team identified Sports, History, and Food + Dining as the top three segments.
The Boston Globe created Facebook custom and lookalike audiences using the declared data segments, tailoring the creative, messaging, and offer for each one.