SCL helps Trinity Mirror re-engage digital readers by developing a system that makes use of the download data captured in its mobile app analytics, acquisition and marketing platform.

Summary

Trinity Mirror wanted to increase the number of readers actively using the digital version of its flagship National E-edition, e-edition The Mirror. The publisher realised that re-engaging lapsed digital readers would achieve this faster and more cost effectively than acquiring new subscribers, so called on SCL to advise on strategy and process for this. By extracting data from The Mirror’s marketing platform, SCL created a system that enabled the marketing team to target lapsed readers with display adverts on social media using third party ad networks. The system also allowed for readers to be segmented into different demographics, to facilitate tailored marketing messages.

As a result of this campaign, Trinity Mirror has been able to re-activate lapsed digital users for a fifth of the cost involved in acquiring new readers by traditional methods. This has fundamentally changed the way the marketing team spends, and phases its annual budget.

SCL has been pivotal to the success of the whole project. They were central to all activities, from the extraction and processing of the data to liaising with third party re-engagement specialists.

Elizabeth Dolin, digital product marketing manager at Trinity Mirror

Greater insight

Trinity Mirror now also has the ability to analyse user activity and spot key behaviour patterns. These insights are allowing the marketing team to make inferences about the demographic of each user. Armed with this information, the re-engagement campaigns can now be refined so they are targeted to the specific type of reader.

A more developed understanding of user behaviour is also allowing the marketing team to predict when readers are likely to lapse and be more proactive in their re-engagement campaigns.

“The hope is that by looking at behaviour we can forecast when a drop-off is about to occur and intervene before that happens,” said Elizabeth. “The current re-engagement campaigns are using simple messaging – and that is working for us. But the idea is that we segment the campaigns so that eventually the messaging we use will be more tailored to different types of users.”

Download the full Trinity Mirror case study here