The Globe and Mail

The Globe and Mail Logo | Case Study | Moongate Publishing

When The Globe and Mail, Canada’s national newspaper, needed an audience engagement strategy to reactivate dormant customers, it leveraged Moongate’s audience management expertise. The campaign helped The Globe and Mail reduce subscriber attrition by optimizing dormant audiences and bringing them – and their networks – back as Globe and Mail subscribers.

THE SITUATION

The Globe and Mail, Canada’s national newspaper, needed an audience engagement strategy to reactivate dormant customers.

Using our audience management expertise, Moongate was tasked to find and convert email groups over a six-month period. The audience engagement and research project involved testing various trials of Globe and Mail content—both print and paid digital subscriptions.

THE SOLUTION

After surfacing almost 100,000 email addresses, Moongate created a campaign that inspired former customers to re-engage with The Globe and Mail, as well as share the offer with friends and networks. The incentive (besides the almost-50% off a subscription) was a stay at an affiliated Starwood property. Recipients were directed to opt in to Globe and Mail mailing lists via a Moongate-designed microsite that facilitated sharing the offer.

The Globe and Mail Advertisement Campaign Example | Case Study | Moongate Publishing

THE RESULT

Moongate achieved a 3%+ conversion rate with the campaign, a combination to direct conversion of past subscribers and new invited friends. The campaign helped The Globe and Mail reduce subscriber attrition by optimizing dormant audiences and bringing them—and their networks—back as Globe and Mail subscribers.