How the FT subscription strategy has been helped by newsletters

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.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.