Like many press companies, the main goal for ‘Le Télégramme’ is to turn as many readers as possible into subscribers.
In 2018, they were already using a metered paywall which was owned and integrated through CMS. This paywall allowed the Télégramme to maintain a continuity in their publicity revenues until the end of the year, all the while introducing their readers to the idea of paying for content online and building a base of digital subscribers.
The marketing teams had various ideas to boost their digital revenues but the paywall model that was being used (a ‘static’ paywall) was very limited:
Télégramme therefore decided to integrate Poool Access, the dynamic paywall solution, on their site. Their aim was to use this tool to boost the number of subscriptions and users on their site without negatively impacting their publicising revenues.
Integrating the paywall into their web and mobile site was simple and took only a couple of weeks. Télégramme then put their strategies to work, each one adapted to the type of content and the profile of their reader.
For example, paywall rules differentiated based on the likelihood of a reader to subscribe:
In the end, Télégramme had created nearly 20 custom-built segments and just as many user journeys which personalized their relationship with readers. For example:
Just a few months after having implemented their new strategy with Poool Access, Le Télégramme had succeeded in increasing the reader to subscriber conversion rate by 84% as well as maximizing the collection of possible leads, the engagement of users and the revenues from publicity.
Specifically, between 2018 and 2019, Le Télégramme achieved: