Case Study: Mediahuis boosts newsletter CTR with Froomle personalization

Fully personalized newsletter outperform popularity

Mediahuis, a European newspaper publisher, faced a challenge with its Sunday email newsletters. Due to lower editorial staffing on weekends, their manually curated newsletters led to a drop in reader engagement. The challenge was to provide a more relevant and personal experience for readers to stand out in their inboxes without requiring manual intervention.

To solve this, Froomle implemented a personalized and automated newsletter solution. They deployed different algorithmic experiences to personalize both subject lines and content, ranging from a baseline of popular articles to new experimental configurations. As a result, Froomle's personalization consistently outperformed the baseline, achieving a 15% higher click-through rate for one brand and a 19% improvement for another, while also increasing the diversity of articles clicked.

Mediahuis