Case Study: Kiplinger achieves 30,000+ newsletter subscribers and boosts native-ad revenue with Anyword

How Kiplinger uses Facebook ads to grow its newsletters

Kiplinger, the personal finance publisher, faced the challenge of rapidly growing its free newsletter audience to fuel native advertising revenue. To scale subscriber acquisition on Facebook, Kiplinger partnered with Anyword and relied on Facebook lead ads (while also using Keywee for lookalike audience targeting) to improve ad creative and audience reach.

Using Anyword-optimized ad messaging on Facebook lead ads, Kiplinger gained more than 30,000 new email subscribers in a few months at about $1 per subscriber and roughly $3 in average revenue per new subscriber. That growth helped boost native advertising and branded content in Kiplinger’s newsletters from 5% to 20% of digital revenue and strengthened a high-ROI, scalable channel for future paid-subscription and product sales.

Kiplinger

Andy Nolen

Director of Digital Operations and Advertising