Case Study: EL PAÍS achieves personalized content delivery at scale and 308,000 interactions with Audiense Experiences

How EL PAÍS Maintains Unique, Personalised Engagements with Customers at Scale

EL PAÍS, Spain’s highest‑circulation daily newspaper, needed a modern way to retain relevance, drive traffic and deepen audience understanding as readers moved online. The publisher’s challenge was to build a large, segmentable audience, deliver personalized content at scale and analyse user behaviour to inform editorial and commercial decisions.

Using Audiense Experiences (built on Twitter welcome messages and quick replies), EL PAÍS offered an opt‑in DM service that lets readers pick topics and receive one‑to‑one story delivery from its CMS, while storing preferences for persona analysis. The rollout generated 308,000 interactions in the first 25 days (about 14,000 actions/day in the first two weeks), thousands of new subscribers, hundreds of shares and a 71% daily interaction rate on average, helping refine content strategy and improve ad targeting.

EL PAÍS

David Alandete

Deputy Director