What has been their challenge?
News brands have news for everybody, but often distribute for the average reader. The gap is when one reader is interested in ‘niche’ topics but receives generic content. How can Mediahuis implement single person segment personalization to deliver news on these niche topics to the right readers?
How did we approach this case?
Truly personalized emails help newsrooms reach the reader with uniquely relevant content, whether the content is considered ‘popular’ or ‘niche’. By reaching niche readers with relevant content, they enjoy a better reading experience, return to the site more frequently, and are more loyal to your brand.
How did we solve their problem?
This is the final result
By using single person segment personalization, 800 articles are recommended each week, an increase of 1,600% on the baseline of 50 recommended articles per week. Furthermore, readers that receive a single person segment personalized email click on twice as many articles on average.
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