How to make the most of the summer calm to optimize your subscription strategy
Summer has well and truly arrived, so this month's newsletter is here to help you 1) make the most of this, slightly calmer, part of the year and 2) prepare for September (even if we don't want to think too much about that yet)
In this July edition of the Poool newsletter:
Top tip for the summer: prepare your wall designs in advance
We've talked about this before, we'll talk about it again - regularly modifying your wall design and messaging is THE simplest way to optimize conversion rates. And it need only take a few minutes.
The theory: It's well known in advertising that whilst you should keep within your house style to build trust and be easily recognizable, you also should regularly change your visuals to keep consumers on their toes, making sure they don't become blind to your campaigns.
This theory works in the same way with paywalls - we call it paywall blindness.
Not only this, but updates to your wall design have been proven to correlate with increased conversion rates.
How can you ace this strategy and prepare over summer?
-> Prepare your designs in advance, building a stock of different walls ready for events throughout the year, such as sale periods, Christmas, regional events or even season.
-> Create a calendar alert to change your paywall every month or so
-> What can you change? Colors, images, background, value proposition text, add in a count down if you have a sale, etc..
☝️ A few examples from our clients: JDD (top left) & Marianne (bottom right) who designed dedicated paywalls for the French presidential elections. DNA (top right) integrated a countdown with HTML for black friday sale. ELLE's (bottom left) Christmas paywall, with the copy saying "Don't forget to give yourself a gift"
How to dynamic paywall - test out these simple strategies this summer
The classic, one-size-fits-all paywall model is out. Let’s start adapting our strategy to the reader’s profile or context, employing what we call a dynamic paywall. But whilst the assumption is that this requires a complicated, expensive, machine-learnt technology, this is far from the truth.
In this article on The Audiencers, I share why you should build a dynamic paywall model and how some publishers are already adapting their wall to the reader's profile or context, and it's not as complicated as you think!
For instance, you could...
The best bit? This is easy to set up in minutes on the Poool Dashboard! Check it out for yourself in our Audience Segmentation video on Poool's YouTube channel.
Recommended by LinkedIn
The Audiencers' Festival is here, and you're invited!
I'd like to personally invite you to our very first in-person event, The Audiencers' Festival, for publishing professions, by publishing professionals!
What is The Audiencers' Festival?
On September 22nd in Paris, and October 12th in London, join us for a day of expertise and operational support to help you make better decisions when it comes to engaging, converting and retaining your audiences.
Not only will we hear from those already succeeding in their field, but the room will be filled with a variety of other publishing professionals working in audience development - the perfect opportunity to discuss challenges and learn from each other to support a knowledge-sharing culture.
Why should you join?
> Exclusive insights. What's shared at the festival, stays at the festival. No live stream, no recordings or replay. Complete exclusivity between professionals at our event. We simply invite you to come, listen, learn, share and network.
> Networking. An event that brings publishing professionals together, nurturing a knowledge-sharing culture and connecting you with peers who might be facing similar challenges or have already found a solution that you can copy.
> More informed decision-making. An afternoon to hear from and mingle with top industry experts, making it clear which path you need to take to succeed in your job, achieve your business goals and impress your board of directors.
> Operational advice. Supporting you in the everyday jobs and processes required for a successful digital strategy. We hope that you leave knowing exactly what to do to solve your current challenges, impress your boss and achieve your business goals.
Plus it's free... with food and drinks included to give you plenty of time to share expertise with others in the room.
Find the full program and register your interest...
Content to read by the Poo(o)l this summer
Have a great month,
Poool is The Membership & Subscription Suite - the all-in-one platform for publishers to convert, manage & retain their members & subscribers. Not only this, but we also have expertise to accompany our tools, in the form of a consultancy offer for clients and our B2B media, The Audiencers, with insights, inspiration & best practices from publishers around the world to help you do your job better!