Dallas Morning News wanted to increase return visitor volume while targeting audiences with content they actually wanted to see — without having to visit the Dallas News homepage or spot the content in an over-crowded social media feed. They decided to implement web push notifications with Pushly.
Dallas Morning News’ developers were able to implement Pushly in less than one hour, allowing them to immediately start converting website visitors to web push subscribers.
The publisher instantly began capturing over 6,000 notification subscribers every day. After just one month of implementation, they built an addressable audience of over 150,000 subscribers.
Utilizing Pushly’s Smart Segmentation tools, Dallas Morning News was able to develop a notification strategy which consistently achieved a click rate of over 5%. Dallas News’ Audience and Editorial Teams were able to target subscribers based on where they signed up for notifications, the pages they visited, and what content they engaged with on site. Now, subscribers could be targeted with follow up news items related to the stories in which they have already signaled interest.
Dallas News collaborated with their Pushly Account Manager to leverage Smart Segmentation to individually target specific notifications to audiences, resulting in CTRs greater than 20%.
We really started it just as a test. When we saw the results, we were shocked — in a good way. We added many more users than we expected, and then started strategizing about how to use the tool for more than just daily breaking-news alerts — and how to spread this tool beyond the newsroom’s Audience team.