Case Study: The Economist achieves a 20% increase in subscription sign-ups with Twitter Tailored Audiences

TheEconomist drives an increase in subscriptions with tailored audiences

The Economist used Twitter to cost‑effectively grow its subscriber base by reaching people most likely to convert. The publisher faced the challenge of increasing subscriptions and engagement by delivering the right offers to the right audience at the right times.

They promoted tailored audiences—combining customer lists, website visitors and mobile app users—scheduled Promoted Tweets for peak engagement, and paired topical articles with subscription offers. The campaign drove about 1,000 new subscriptions in eight months, a 20% increase in sign‑ups and a 48% lift in engagement from tailored audiences, delivering more efficient subscriber acquisition.

The Economist

David Humber

Director of Marketing for Digital Engagement