Introduction

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

Advantages of increasing newsletter subscriptions

• Building a loyal audience and community: A newsletter lets you directly engage with your audience, fostering a sense of community and loyalty.
• Nurturing and generating leads: Newsletters can nurture leads by providing valuable content and informing subscribers about your brand and offerings. They can also be used to capture leads and convert them into paying customers.
• Promoting products and services: Newsletters are a powerful tool for promoting products, services, and special offers, leading to increased sales and revenue.
• Understanding audience preferences: Newsletter analytics can provide valuable insights into audience preferences, engagement levels, and content performance.
• Staying relevant: A consistent newsletter keeps your brand on top of your audience's mind.

We will achieve this use case by creating an On-site Messaging (OSM) campaign to drive your newsletter subscriptions. We will use affinity segments to target users who read the sports section. If a user scrolls down 50% of the page on their next visit, a subscription pop-up window will appear.

Expected Result

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

Create an OSM Campaign

In this section, we will create an OSM campaign to encourage sports enthusiasts to subscribe when they visit the website and read 50% of sports-related articles.

Step 1: Target Users

1. On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns.
2. On the All campaigns page, click + Create campaign.
3. Under Inbound, click On-site.
   
   You are taken to the first step, Target users, to define your campaign.
4. Define your campaign with a name and tags.
5. In the Target Platforms section, select the platforms where you want to show your survey. For this example, select Web and Mobile Web
   
6. In the Trigger criteria section, click On Page Load because the aim is to show a pop-up when the user visits the website and scrolls 50% of the page.
7. In the Select trigger time section, click After Scroll and set the After page load wait until the user has scrolled by value to 50%.
   
8. In the Select pages section, click Specific pages and define it to have sports in the URL, as shown below. This ensures that the pop-up is displayed on sports-related news.
   
9. In the Target audience section, we will define 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.
      
   2. From the Has executed list, select the News Read event.
   3. Select Predominantly, use the URL attribute of this event, and define it as shown below:
      
      Essentially, we are trying to find the users who predominantly read sports news through the query above. 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%.
      
10. Click Next to move to the second step, Content, where you can define the content for your campaign.

Step 2: Content

1. In the Search templates field, type “Popup” to find a list of pop-up templates.
2. Hover over the required template and click Select Template. You can also start from scratch by selecting Blank Popup Template.
   
3. After the screen loads, you can edit the template based on your requirements. Click the + icon on the left to add new elements to your campaign.
   
4. You can add personalized elements to your campaign. For example, you can greet the user with their first name instead of any generic word. Follow the steps shown in the GIF below. For more information, refer to Personalize.
   
5. Click Next to move to the third step, Schedule and goal, where you can define your campaign's schedule and goals.

Step 3: Schedule and Goals

1. In the Send campaign section, define when you want to start and end your OSM campaign.
   
2. In the Conversion Goals section, add conversion goals that you would like to track.
3. In the Campaign priority section, assign a priority to this campaign. For example, selecting Critical ensures that the users will always see the campaign even when there are other campaigns for which they are eligible. For more information, refer to Create OSM 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 Campaign.
   
6. Click Publish.

Conclusion

In this use case, we created an OSM campaign to drive our newsletter subscriptions. We used affinity segments and targeted users who read the sports section. If they scroll 50% of the pages on the next visit, they will see a subscription pop-up window.

Now that we have published the campaign, we can track our CTR and conversions (if defined) to understand how well it is performing. For more information, refer to Analyze Onisite Messaging Campaigns.