Just finished up launching a nice customer use-case. A regional digital publication was interested in paywall technology to start monetizing their user base (not huge traffic, but very valuable). It was a project that was stuck, and in the meantime they were monetizing via newsletter offers and advertising.
When we met the client one of the major issues was time to launch, and flexibility to dial up and dial down the paywall based on customer reaction. We realized that 40N would be perfect for a bit of a strategy shift that would enable them to supercharge their existing newsletter monetization by rapidly growing their opt-in list. They created a nugget that asked for visitor email addresses after a certain period of time browsing on the site. The only way to exit this was paywall style – you had to provide your email. Using our targeting, they could exclude existing newsletter subscribers and all sorts of other categories that didn’t fit this model. Because the browsers were being cookied, we could make sure that people didn’t see the email request after filling it out (and yes – there’s all sorts of cross-device challenges here that we’re still trying to improve).
With this ready (took ~72 hrs), the client launched the soft “paywall.” List growth was tremendous – they captured a large part of their reader base in a few weeks. With this in hand, they can now dial down to other types of softer campaigns using 40N’s algorithmic targeting, and also improve on their newsletter engagement.
Nice way to speed up launch of projects like these.