Today, users have many questions regarding the How to get innovations of these walls, as well as their effectiveness and the way in which they drive subscriptions to digital content.
In addition, paid subscription models are becoming more and more attractive for digital media outlets . This approach offers a number of benefits for publications that are struggling with cash flow.
This drop in profitability is partly due to the decrease in advertising revenue, as well as the great uncertainty in the market due to the current health crisis. The income generated by users is no longer aspirational, but has become essential for many publishers .
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Challenges arising from the increase in subscribers for paywalls
The need for a paywall seems to be an inevitable consequence. On the one hand, to find an alternative means of monetization that complements advertising. On the other, as a way of improving the quality of information in the media.
Therefore, it should not be forgotten that, when using a paywall, news companies will have to make a greater investment in the strategy they are developing to capture the public’s attention and entice them to asia cell phone number list subscribe to the content.
Increase added value and quality of content
Paywalls are a feature included in a website, usually with promoting a podcast with email marketing: 10 examples to inspire you news content, that limits access to content for free. This strategy was implemented by digital publishers seeking to make subscriptions payable in order to make the medium bulk data profitable and remain in the market.
The ultimate goal for publishers is to earn revenue through these subscriptions . However, these walls are also used to provide access to content in an incremental way . The goal is to offer an exchange of value that can be tailored to each visitor.
For example, with paywall subscribers, a website must ensure that the quality of the content is high and that it is information of sufficient value that the public is willing to pay for it.
Improving your digital strategy to gain subscribers
A digital subscription allows users to access all content on a publisher’s website without limitations . Typically, paywalls allow non-subscribers to access a certain amount of content. Once the quota is reached, they will request a paid subscription to enjoy the rest.
It is therefore imperative to offer exclusive benefits to subscribers. Not only in terms of news limits, but also in other ways such as a club with benefits, access to exclusive content, downloading applications, etc.
Many of these digital subscriptions unlock enhanced user experiences, including ad-free content, exclusive access to journalists, and more.
How much are users willing to pay per subscriber for paywalls?
Subscription fees always vary. For sites that specialize in media, visitors usually pay 5 euros per month . However, you should keep in mind that these are premium media organizations where they have well-known brands with great relevance and that have been around for decades.
It is not at all likely that they would be able to set up a website and start charging for access to articles, especially when people are unaware of the ins and outs of this business model.
Getting subscribers for paywalls with email marketing
If you think your online content deserves a paywall, there are a few things you need to consider to make it viable. Not all media are suited to a paid subscription model. And this, above all, has a lot to do with the quality of the content and the way it is presented.
But if you want to attract your audience through email marketing so that they pay for your content, it is important to structure a good communication strategy.
1.- Identify your value proposition
You need to give people a compelling reason to pay for access. To make this possible, you need to highlight your value proposition and promote it through email, as this is the most powerful communication channel.
An example of this is the case of the British newspaper “The Guardian” . This company transformed the idea of free and independent journalism just by using its value proposition.
Did it work? Yes, the company started receiving donations from over 900,000 visitors in 170 countries. But you should know that this did not happen overnight. The Guardian had to market its brand for three years to get to this point.
2.- Apply advanced analysis to your paywall model
The future of paywalls will be based on knowledge and data. It is about creating a personalized experience for each visitor who enters. Something that is undoubtedly especially attractive for users.
Therefore, using personalized email marketing campaigns is a strategy that will ensure your success, and if you apply it to subscribers for paywalls, it will be even more so. To attract them, you must know what their interests are and send them content that is in line with them so that it acts as a hook.
In fact, according to several studies, this strategy manages to reduce customer acquisition costs by 80% , thus increasing subscriptions up to three times more.
3.- Organizational synergy
This is a very important concept if you expect users to pay to access your content.
Everything that involves marketing, advertising, technology, finance and content producers must be aligned and have common objectives and metrics in order to have a successful subscription.
4.- Use the appropriate technology
What does this mean? You need to identify your strategy and then find the technology that best fits it . One piece of advice: don’t do it the other way around!
Completely avoid any technology that compromises your strategy. Instead, look for solutions that can meet the needs of your business.
Integration will also be important here. You need to make sure your content management system, paywall solution, customer relationship software, shopping carts, and web security are always working well.
5.- Always make a good impression
A popular saying is that you never get a second chance to make a good first impression. But that’s not true when you want to sell online content via email.
According to a report by Blaize, news websites that have been able to improve user experience have seen a significant increase in paywall subscribers as well as engagement.
However, you should keep in mind that user experience is not just about making the website look good, but it is also about usability.
5 paywall services you can use
There are many options for implementing paywall services on the market. Here is a list of the 5 most popular ones.
1.- Laterpay
Laterpay is a service that allows subscribers to get digital content from all the sites that are using it . It will only request money after the $5 limit has been reached.
If you want to access Premium content without providing any payment information, this will generate up to 2.5 times the revenue for all websites that are using this service.
2.- The leaky paywall
A flexible paywall is created here for the WordPress platform .
3.- Mediapass
Mediapass is going to be the best option when you want your users to use different devices, since its calls to action will adjust to the screens of any user without performing additional optimization.
This service aims to protect against ad blockers as well as CRM compressions so it can be implemented very easily with one line of code.
It is a service compatible with any paywall model, allowing Mediapass to be shown to an unlimited number of people.