Case Study: US daily tabloid newspaper improves post-promotion retention with Mather Economics

US Daily Tabloid Newspaper - Customer Case Study

Mather Economics worked with US daily tabloid newspaper to improve retention as introductory promotional accounts came off promotion. The customer wanted to use targeted incentives to reduce churn among subscribers who were paying low introductory rates.

Mather Economics ran a churn campaign with three randomized groups: a control group, a group offered e-edition access, and a group offered a $25 merch gift card credit, all communicated by email. Eight months after the initiative began, the gift card group showed slightly better retention than control, with a 41.78% stop rate versus 42.27%, while the e-edition group had a 44.64% stop rate; however, the client noted low click-through rates on the emailed offers.