Tamedia increased subscriber conversion with custom alerts
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Tamedia is a Swiss media group which publishes daily and weekly newspapers,
magazines, and digital platforms. They offer monthly and daily subscriptions to
Berner Zeitung (BZ) -
their main daily publication in the canton of Berne, and
24 Heures -
their highest-circulation daily title in French, on Google Play.
Their goal with both BZ
and 24 Heures
apps is to increase sales of their monthly subscriptions.
The value of the monthly subscription is higher than the daily one to readers as
they get access to premium content for longer, even if the subscription price is
higher. The monthly subscription also offers Tamedia a great opportunity to
build user loyalty to their brand, as users spend more time trying and
experiencing the apps’ content.
Tamedia therefore wanted to test how they could improve awareness of their
offers and subscriptions goals performance.
What they did
Tamedia decided to focus on frequent users who were not yet subscribed to their
apps’ premium content. In order to raise awareness of their subscription offers,
they tested two free Firebase features: user segmentation via Firebase Analytics,
and custom messages via Firebase In-App Messaging.
In BZ,
through Firebase in-app messaging,
non-subscribed users that opened the app more that 5 times within 7 days
received an in-app notification advertising the subscription offer with a direct
link to the in-app subscription screen.
In 24 Heures,
when non-subscribed users clicked on premium content more than 3 times without
subscribing, they received an in-app reminder of the offer.
Results
Their hypothesis was proven correct. Frequent readers are more willing to
subscribe when receiving a tailor made product offer according to their content
consumption through in-app notifications.
In BZ,
the number of in-app purchases of subscriptions increased by 29%, compared to
the previous 3 month period. 82% of total purchases were through the
subscription notification.
In 24 Heures,
in-app purchases increased by 8% after the introduction of custom alerts to
readers who hit the paywall twice. More than two thirds of all total subscriptions,
resulted from implementing custom alert notifications.
Get started
Learn how to segment your users with Google Analytics for Firebase
and engage your active app users with
Firebase In-App Messaging.
You can also find out more about selling digital content from inside your
Android app or in-app with Google Play Billing.
Content and code samples on this page are subject to the licenses described in the Content License. Java and OpenJDK are trademarks or registered trademarks of Oracle and/or its affiliates.
Last updated 2019-01-11 UTC.
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2019-01-11 UTC."],[],[],null,["# Tamedia increased subscriber conversion with custom alerts\n\nTamedia is a Swiss media group which publishes daily and weekly newspapers,\nmagazines, and digital platforms. They offer monthly and daily subscriptions to\n[Berner Zeitung (BZ)](https://play.google.com/store/apps/details?id=ch.bernerzeitung.app&hl=en) -\ntheir main daily publication in the canton of Berne, and\n[24 Heures](https://play.google.com/store/apps/details?id=com.bewoopi.launcher.heures) -\ntheir highest-circulation daily title in French, on Google Play.\n\nTheir goal with both [BZ](https://play.google.com/store/apps/details?id=ch.bernerzeitung.app&hl=en)\nand [24 Heures](https://play.google.com/store/apps/details?id=com.bewoopi.launcher.heures)\napps is to increase sales of their monthly subscriptions.\n\nThe value of the monthly subscription is higher than the daily one to readers as\nthey get access to premium content for longer, even if the subscription price is\nhigher. The monthly subscription also offers Tamedia a great opportunity to\nbuild user loyalty to their brand, as users spend more time trying and\nexperiencing the apps' content.\n\nTamedia therefore wanted to test how they could improve awareness of their\noffers and subscriptions goals performance.\n\nWhat they did\n-------------\n\nTamedia decided to focus on frequent users who were not yet subscribed to their\napps' premium content. In order to raise awareness of their subscription offers,\nthey tested two free Firebase features: **user segmentation via Firebase Analytics,\nand custom messages via Firebase In-App Messaging.**\n\n- In [BZ](https://play.google.com/store/apps/details?id=ch.bernerzeitung.app&hl=en),\n through [Firebase in-app messaging](https://firebase.google.com/products/in-app-messaging/?gclid=CNDSrZims94CFRRzGwodNYgMiA),\n non-subscribed users that opened the app more that 5 times within 7 days\n received an in-app notification advertising the subscription offer with a direct\n link to the in-app subscription screen.\n\n- In [24 Heures](https://play.google.com/store/apps/details?id=com.bewoopi.launcher.heures),\n when non-subscribed users clicked on premium content more than 3 times without\n subscribing, they received an in-app reminder of the offer.\n\nResults\n-------\n\nTheir hypothesis was proven correct. Frequent readers are more willing to\nsubscribe when receiving a tailor made product offer according to their content\nconsumption through in-app notifications.\n\n- In [BZ](https://play.google.com/store/apps/details?id=ch.bernerzeitung.app&hl=en),\n the number of in-app purchases of **subscriptions increased by 29%** , compared to\n the previous 3 month period. **82% of total purchases** were through the\n subscription notification.\n\n- In [24 Heures](https://play.google.com/store/apps/details?id=com.bewoopi.launcher.heures),\n **in-app purchases increased by 8% after the introduction of custom alerts** to\n readers who hit the paywall twice. More than two thirds of all total subscriptions,\n resulted from implementing custom alert notifications.\n\nGet started\n-----------\n\n[Learn how to segment your users with Google Analytics for Firebase](/distribute/best-practices/engage/segment-google-analytics-for-firebase)\nand engage your active app users with\n[Firebase In-App Messaging](https://firebase.google.com/products/in-app-messaging/?gclid=CNDSrZims94CFRRzGwodNYgMiA).\n\nYou can also find out more about selling digital content from inside your\nAndroid app or in-app with [Google Play Billing](/google/play/billing/billing_overview)."]]
