Charlotte Tobitt of Press Gazette writes about how The Financial Times subscription strategy has been helped by newsletters.
Tobitt writes, “The FT primarily uses newsletters ‘for engagement to enhance the value of subscriptions,’ she said.
“Ebner said data shows that 17% of FT subscribers who are classed as engaged would not be if it were not for newsletters, following a recent rise in that figure from 11%.
“She also revealed that readers on an FT trial subscription are 134% more likely to be retained if they are signed up to a newsletter, and that subscribers paying via monthly direct debits are 54% more likely to stay if they get a newsletter.
“The publisher also secures sponsorship for several of its newsletters, with Ebner citing Moral Money in particular as being ‘incredibly successful’ on that front.”
Read more here.
