Re-Activating Digital Subscribers at WEHCO Using Subtext

To address the challenges associated with email marketing, WEHCO decided to implement an SMS marketing strategy with Subtext. This approach involved the following key steps:

• Data Collection: WEHCO compiled a list of mobile numbers from their lapsed digital subscribers and imported them into the Subtext platform, ensuring compliance with data protection regulations. 
• Direct & Instant Messaging: The team crafted compelling text messages with the same re-activation offer sent by email. Texts are sent instantly & directly to lapsed subscribers in a medium where 95% of messages are read within 3 minutes.
• Testing and Optimization: Initial tests were conducted using the Chattanooga Times Free Press and Arkansas Democrat-Gazette to gauge the effectiveness of SMS compared to email.

After the implementation of Subtext, a total of 5 text messages led to outstanding results: 

• 350%+ Increase in Reactivated Subscriptions: By utilizing SMS, WEHCO achieved a remarkable increase in reactivated digital subscriptions, outperforming previous email campaign results.
• Improved Engagement Rates: SMS messages garnered significantly higher open and response rates compared to email, demonstrating the effectiveness of direct and immediate communication.

The success of this initial Subtext implementation has encouraged WEHCO to expand their SMS strategy to their other newspapers. This transition from email to SMS marketing exemplifies the power of adopting innovative communication methods to enhance customer engagement and retention.