How to Increase Newsletter Subscriptions

Introduction

Newsletter-driven engagement is a common theme to increase brand awareness across industries. Several brands send periodic newsletters to their subscribers to talk about their exciting updates and offers. However, it is often hard to drive users to subscribe to these newsletters.

In this article, we will create an On-site Messaging (OSM) Campaign in MoEngage to drive our newsletter subscriptions. We will use affinity segments to target relevant audiences. We will target users who read the sports section. If they scroll 50% on pages on the next visit, they will see a subscription pop-up window.

While we specifically talk about newsletter subscriptions in this article, we can follow a similar approach to increase any type of subscriptions on your website.

Expected Result

When users visit the website, they will see a pop-up message:

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Prerequisites

  • Integration of the MoEngage Web SDK with your platforms.
  • Events to track the action of a user visiting the website, reading the article, subscribing to the app, and related information such as the platform, URL, type of news, price. In this example, we will name the events as “App/Site Opened”, “News Read”, and “Subscription purchased” respectively.

Create an OSM Campaign

In this section, let us create an OSM Campaign to focus on asking Sports Enthusiasts to subscribe the next time they come to the website and complete reading an article related to sports by 50%.

Step 1: Target Users

  1. Navigate to the sidebar on the left and click Engage > Campaigns and click + Create campaign, or click + Create new > Campaign.
  2. Under Inbound, click On-site.
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    You are taken to the first step "Target users" of defining your campaign.
  3. Enter the following details:
    • Campaign name: Enter a name for the campaign. For example, "Subscribe to News".
    • Campaign tags: Select the relevant campaign tags.
  4. In the Target Platforms section, select the platforms where you would like to show your survey. For this example, select both the options:
    • Web
    • Mobile Web
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  5. In the Trigger Criteria section, select On Page Load because the aim is to show a pop-up when the user visits the website and scrolls 50% in the news related to sports.
  6. In the Select trigger time section, select After Scroll and set the After page load wait until the user has scrolled by value of 50%.
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  7. In the Select pages section, select the Specific pages option and define it to have sports in the URL as shown below. This ensures that we show it on the Sports related news.
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  8. In the Target Audience section, define the Sports enthusiasts as users who predominantly read sports related news.
    1. Select the Filter users by option and click the User affinity tab. For more information, refer to Affinity Segments.
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    2. From the Has executed drop-down list, select the "News Read" event.
    3. Select "Predominantly" and to define Sports, use the URL attribute of this event and define as shown below:
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      Essentially, we are trying to find the users who predominantly read sports news through the query above, in the Target Audience section. You are defining a pop-up to be shown when these Sports Enthusiasts open the app the next time and scroll through a sports article by 50%, in the Trigger Criteria section.
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  9. Click Next to move to the second step "Content" where you can define the content that will go into your campaign.

Step 2: Content

  1. In the Search templates field, search with the keyword “Popup” to find a list of pop-up windows.
  2. In the Popup templates section, hover your mouse on the required template and click Select Template. You can also start from scratch by selecting Blank Popup Template in the Popup templates section. 
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  3. After the screen loads, edit the template based on your requirement and define your campaign.
  4. Click the + icon on the left to add new elements to your campaign.
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  5. If you track other information such as the user’s name or any other item, use the same to personalize your campaign. For our example, you can greet the user with their name instead of any generic word.
    1. Enter “@”. The On-Site Personalization pop-up is displayed.
    2. From the Select attribute drop-down list, select the attribute that has the name of the user stored.
    3. Click Done.
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  6. Click Next to move to the third step "Schedule and goals" where you can define the schedule and goal of your campaign.

Step 3: Schedule and Goals

  1. In the Send campaign section, define when you want to start and end your OSM campaign.
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  2. In the Conversion goals section, add conversion goals that you like to track.
  3. In the Campaign priority section, assign a priority to this OSM campaign. Assigning a priority helps you decide which OSM to be shown to a user when they are eligible for more than one OSMs at a specific time. For example, selecting Critical makes sure that the users will always see this even when there are other campaigns that they are eligible for. For more information, refer to Create OSM Pro Campaign.
  4. In the Global Delivery controls section, turn the Ignore global minimum delay toggle on to override the defined minimum delay between any two campaigns defined in settings.
  5. In the Local Delivery controls section, define the controls based on your requirements. For more information, refer to Create OSM Pro Campaign.
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  6. Click Publish.

Conclusion

In this use case, we created an Onsite Campaign in MoEngage to drive our newsletter subscriptions. We used affinity segments to target relevant audiences. We targeted users who read the sports section. If they scroll 50% on pages on the next visit, they will see a subscription pop-up window.

Now that we have published the Campaign, we can keep track of our CTR and conversions (if defined) to understand how well our Campaign is performing. For more information, refer to Analyzing an OnSite Campaign.

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