Converting User Emails to Paying Subscribers

There are a variety of ways you can approach converting users who have provided their email address to paying subscribers of your site.

Email Campaign

If a user has provided their email address and has opted into receiving your newsletter, run an email campaign via SendGrid directed to these users.

• In SendGrid, create a Segment targeted at your free newsletter list with the Customer Status is “registered”. This will allow you to email all users who are signed up for your free newsletter who have not yet paid for a subscription.
• Consider the requirements of the CAN SPAM Act when sending such emails and ensure your emails are not prematurely marked as spam.

Promotional Pricing Campaign

To drive new user subscriptions, run a promotional pricing campaign which allows new users to purchase a subscription at a discounted rate.

Coupon Codes

Instead of running a promotional pricing campaign that is available to anyone who visits your site, consider a targeted campaign utilizing coupon codes for a specific group of users.

• In SendGrid, create a Segment targeted at the specific group of users you have decided upon. Here are some suggestions:
  • Users who registered more than three months ago and still haven’t subscribed:
    • Customer Status “is” “registered”
    • Date Added “is at or before” <enter date from three months ago>
  • Users who were previously subscribed but have cancelled their subscription:
    • Order Canceled “is” “true”
• Users who registered more than three months ago and still haven’t subscribed:
  • Customer Status “is” “registered”
  • Date Added “is at or before” <enter date from three months ago>
• Customer Status “is” “registered”
• Date Added “is at or before” <enter date from three months ago>
• Users who were previously subscribed but have cancelled their subscription:
  • Order Canceled “is” “true”
• Order Canceled “is” “true”
• Email the users in your newly created segment with the coupon code set up for your targeted promotion.

Ad Campaign (Sponsorship)

To drive users to your Products page, run an Ad Campaign which encourages users to subscribe.

• Note: Coupling an ad campaign with a promotional pricing campaign can be very effective – give it a try!

Adjust your Paywall Settings

Once a user has provided their email and is registered for your site, your paywall settings allow you to adjust how to encourage these users to become paying subscribers.

• Specifically:
  • You can adjust how many additional unique articles a registered user can read before they are required to pay for a subscription.
  • You can make the paywall dismissible, which will cause the paywall to appear on every additional article allowed by the count determined above, instead of only when a user has reached their additional article limit. This gives you more opportunities to encourage a user to subscribe.
  • You can adjust the CTA text that appears on the paywall which encourages users to sign up – you know best how to appeal to your user base!
• You can adjust how many additional unique articles a registered user can read before they are required to pay for a subscription.
• You can make the paywall dismissible, which will cause the paywall to appear on every additional article allowed by the count determined above, instead of only when a user has reached their additional article limit. This gives you more opportunities to encourage a user to subscribe.
• You can adjust the CTA text that appears on the paywall which encourages users to sign up – you know best how to appeal to your user base!