At work, my hip-hop name is K-Fun, as in Kevin and conversion funnel. I’m semi-obsessed with how we can convert casual users into, in the case of the public media stations I work for, members.
So it should come as no surprise that the top story in today’s newsletter is about how The Times (of London is using AI and newsletters to reduce subscriber churn.
In my work, I’m focused on the top of the funnel – growing our audience – and the first stages of the conversion process. But for groups like The Times, which has been building its paid content strategy for years now, the focus is much farther down the funnel, on retention. Converting casual users to members or subscribers becomes a Sisyphean task if you have a high churn rate, a high rate at which you lose subscribers.
The Times is using AI to send
Nicely for The Times, a £1m grant from Google’s News Initiative helped pay for the trial, which is a good reason for news
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