Tamedia increases subscriber conversion with custom alerts
Introduction
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.
Challenge
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.
Solution
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
Firebase features at no cost: user segmentation via Google 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.
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.
Results
29% increase in subscriptions in BZ compared to the previous 3
months, 82% of which were through the subscription notification
8% increase in app purchases in 24 Heures
[[["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"]],[],[],[],null,["# Tamedia Case Study\n\n[*arrow_back*\nExplore other case studies](/case-studies) \n[View more solutions](/solutions) \n\n##### Tamedia increases subscriber conversion with custom alerts\n\n*** ** * ** ***\n\n##### Introduction\n\nTamedia is a Swiss media group which publishes daily and weekly\nnewspapers, magazines, and digital platforms. They offer monthly\nand daily subscriptions to [Berner Zeitung (BZ)](https://play.google.com/store/apps/details?id=ch.bernerzeitung.app)\n- their main daily publication in the canton of Berne, and\n[24 Heures](https://play.google.com/store/apps/details?id=com.bewoopi.launcher.heures) - their\nhighest-circulation daily title in French, on Google Play.\n\n*** ** * ** ***\n\n##### Challenge\n\nTheir goal with both [BZ](https://play.google.com/store/apps/details?id=ch.bernerzeitung.app)\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\none to readers as they get access to premium content for longer,\neven if the subscription price is higher. The monthly\nsubscription also offers Tamedia a great opportunity to build\nuser 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\nof their offers and subscriptions goals performance. \n\n*** ** * ** ***\n\n##### Solution\n\nTamedia decided to focus on frequent users who were not yet\nsubscribed to their apps' premium content. In order to raise\nawareness of their subscription offers, they tested two\nFirebase features at no cost: **user segmentation via Google Analytics,\nand custom messages via Firebase In-App Messaging.**\n\nIn [BZ](https://play.google.com/store/apps/details?id=ch.bernerzeitung.app),\nthrough [Firebase in-app messaging](/products/in-app-messaging/?gclid=CNDSrZims94CFRRzGwodNYgMiA),\nnon-subscribed users that opened the app more that 5 times\nwithin 7 days received an in-app notification advertising the\nsubscription offer with a direct link to the in-app\nsubscription screen.\n\nIn [24 Heures](https://play.google.com/store/apps/details?id=com.bewoopi.launcher.heures),\nwhen non-subscribed users clicked on premium\ncontent more than 3 times without subscribing, they received\nan in-app reminder of the offer. \nTheir hypothesis was proven correct. Frequent readers are more\nwilling to subscribe when receiving a tailor made product offer\naccording to their content consumption through in-app notifications.\n\nIn [BZ](https://play.google.com/store/apps/details?id=ch.bernerzeitung.app),\nthe number of in-app purchases of **subscriptions\nincreased by 29%** , compared to the previous 3 month period.\n**82% of total purchases** were through the subscription\nnotification.\n\nIn [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\nalerts** to readers who hit the paywall twice. More than two thirds\nof all total subscriptions, resulted from implementing custom alert\nnotifications.\n\n*** ** * ** ***\n\nResults\n\n29% increase in subscriptions in BZ compared to the previous 3\nmonths, 82% of which were through the subscription notification\n\n8% increase in app purchases in 24 Heures \nTry Firebase today\n\n\nIntegrating it into your app is easy.\n[Get started](https://console.firebase.google.com/) \n\n#### All Firebase products\n\n##### Build\n\n- [App Check](/products/app-check)\n- [App Hosting](/products/app-hosting)\n- [Authentication](/products/auth)\n- [Cloud Functions](/products/functions)\n- [Cloud Storage](/products/storage)\n- [Data Connect](/products/data-connect)\n- [Extensions](/products/extensions)\n- [Firestore](/products/firestore)\n- [Firebase ML](/products/ml)\n- [Genkit](https://genkit.dev/)\n- [Hosting](/products/hosting)\n- [Realtime Database](/products/realtime-database)\n- [Firebase AI Logic client SDKs](/products/firebase-ai-logic)\n\n[Generative AI](/products/generative-ai) \n\n##### Run\n\n- [A/B Testing](/products/ab-testing)\n- [App Distribution](/products/app-distribution)\n- [Cloud Messaging](/products/cloud-messaging)\n- [Crashlytics](/products/crashlytics)\n- [Google Analytics](/products/analytics)\n- [In-App Messaging](/products/in-app-messaging)\n- [Performance Monitoring](/products/performance)\n- [Remote Config](/products/remote-config)\n- [Test Lab](/products/test-lab)"]]