Case Study: a mid-size US publisher boosts digital subscription conversions with Mather Economics

Mid-size US Publisher - Customer Case Study

Mather Economics worked with a mid-size US Publisher that wanted to increase digital subscriptions from users with very low subscription propensity, specifically people who had already seen the paywall seven times and users in the Stable Users engagement segment, the lowest-engagement group among returning visitors.

Mather Economics tested an extended promotional offer on 50% of this audience for one month, while the rest served as a control group. The campaign produced a 0.38 percentage point lift in conversion rate, with .52% converting versus .14% for control, while non-promo conversions stayed roughly flat. Mather Economics estimated that permanently implementing the tactic could generate about $76K in net gain over two years above baseline.