Case Study: New York Post builds premium subscriber engagement with Subtext

Premium Subscriber Benefit for Post Sports+ Members

New York Post partnered with **Subtext** to support the launch of **Post Sports+**, a premium paid digital sports subscription. Their goal was to create an intimate, high-value member experience and give passionate fans a direct way to engage with the sports writers they already followed.

Using **Subtext**, New York Post launched four sports analysis text campaigns hosted by popular columnists and integrated opt-ins directly into the subscription signup flow. The program drove strong adoption, with **25% of Post Sports+ subscribers opting into at least one texting campaign** and **41% of those opting into two or more**. When the audience was retargeted to a new NFL Draft campaign, **87% were retained**, showing how Subtext helped New York Post deepen engagement and strengthen subscriber relationships.

New York Post

Michael Liss

Vice President of Product