Whether you’re breaking news, engaging your audience or retaining loyal subscribers, Subtext is an effective tool to accomplish the goals of any successful media organization today. Whatever you’re covering, text can enhance the experience and maximize your impact.
USA Today’s Short List delivers a top headline and a link to the full newsletter every day to their subscribers via a channel with a 95% open rate. They found that Subtext subscribers spend longer on the articles and found an 18% opt-in rate from an election-texting channel to this daily texting channel.
The New York Post uses Subtext as a retention tool by providing subscriber-exclusive value and seamlessly integrating Subtext into their digital subscription service, Post Sports+. Following the integration, paid digital members voluntarily opted into their Subtext campaigns, with over 41% of those subscribers opting into 2 or more sms campaigns.
Buzzfeed Shopping used Subtext to great effect during the holiday shopping rush. They often checked in with subscribers to better understand what products were on their holiday wish list. By getting audience feedback and involving them in the curation process, Buzzfeed Shopping was able to increase final conversions and overall customer satisfaction.
Create a community
CNET’s Stream Source is a 21st century “TV Guide,” texting out recommendations and reviews of the best movies and TV shows available to stream. When their audience is struggling to find their next binge watch, they text with the experts at Stream Source who can send tailored recommendations, building brand loyalty that can’t be bought.
Hurricane Ian devastated Florida and left millions without power and shelter. McClatchy's Miami and Bradenton Herald and Gannett's Sarasota Herald-Tribune leveraged the Subtext platform to help disseminate important information effectively when the most affected people would be without power or internet access. Over 8,000 people signed up to receive updates on anything from curfews, boil orders, where residents can get food, and school updates. These texts brought the Florida community not just information but a sense of humanity during a difficult time. It also brought a sense of purpose to the local journalists who were not just covering the devastating event but living through it.
Why Subtext for News?
Subtext can be used to generate new revenue, reduce churn of existing subscribers, or engage the general public with your reporting.
The news doesn’t have to be impersonal.
Connect with your subscribers about how the news you report on affects their lives. Listen to their questions and stories to inspire future reporting.
Texting is good business.
Subtext can turn your audience into a loyal subscriber base. Whether you use the platform to drive traffic, convert digital subscribers, or retain existing members, Subtext can help you reach your revenue goals.
If you want to be heard, use text.
98% of U.S. adults text, reaching every demographic. More importantly, text has a 98% open rate with a click through rate 3 times better than push notifications.
An accessible audience.
SMS delivery doesn’t require internet access, which means you can deliver informative and timely updates to your audience, anytime.
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