TL;DR
Use behavior-based segmentation to tailor strategies for different types of abandonment
Trigger real-time overlays and emails using exit intent and inactivity signals
Scale personalized offers across brands with dynamic, easy-to-manage templates
Blend content and offers to re-engage hesitant visitors and grow subscriptions
In a world where traffic is down and every conversion counts, MediaNews Group has found a way to turn moments of hesitation into powerful acquisition levers.
In a recent webinar, Tammy Ezer, Head of CDP at MediaNews Group, shared how her team uses real-time signals—like exit intent, checkout abandonment, and content engagement to turn subscriber hesitation into growth across 75 unique brands.
Here are five practical takeaways from the session that every subscription marketer should know:
1. Not All Abandonment Is Equal—So Don’t Treat It That Way
Abandonment isn’t a single action. It’s a spectrum. MediaNews Group classifies it into three key behaviors:
Wall abandonment: users hit the paywall but didn’t click
Checkout abandonment: users clicked but didn’t convert
Repeat visit abandonment: users bounced previously but returned
Each type signals different levels of intent—and requires a different approach. For example, someone who started to input payment info may just need a nudge or reminder. Someone who left at the wall may need more exposure to content before they’re ready to commit.
Why it matters: Treating all abandoners the same means you risk under- or over-selling your audience. Segmenting based on behavior lets you respond with relevance.
2. Exit Intent and Inactivity Aren’t Red Flags—They’re Invitations
Many companies ignore exit signals or react too late. MediaNews Group uses BlueConic to detect behaviors like:
Cursor movement toward the “close” button (exit intent)
45+ seconds of inactivity (inactivity trigger)
When these signals fire, Tammy’s team responds with real-time overlays or triggered emails—reminding users of the offer they almost claimed, sometimes with a sweetener.
Why it works: These micro-moments are when users are undecided. A timely, well-placed message can break the scroll—or distraction—and reignite interest.
3. Smart Overlays Scale Personalization Without Burning Out Your Team
Managing 75 brands could mean managing 75 different offers—but that’s not scalable. Instead, the team uses dynamic overlays in BlueConic that auto-adjust based on:
Brand (logo, subscription URL)
Last seen offer
Subscriber status (new, returning, or former)
They even plan to “one-up” the last seen offer in real time—like dropping a $6/year offer to $3/year at just the right moment.
Why it works: One master template powers 40+ sites, but still delivers personalized experiences. Less busywork, more impact.
4. Content Still Sells—If You Package It Right
MediaNews Group doesn’t just follow up with offers. They also follow up with content. Using BlueConic, they send personalized emails like “Stories You May Have Missed” with trending or tailored articles—plus a subscription CTA baked in.
While not as high-performing as direct cart abandonment emails, these campaigns hit a different audience: site visitors who haven’t yet signaled deep intent but are primed to explore more.
Why it matters: For users still in the discovery phase, content + context = conversion. Don’t just sell—show what they’re missing.
5. Segmentation (Done Right) Is the Real Growth Lever
Tammy emphasized that most publishers fall into the trap of treating all visitors the same—firing the same paywall, showing the same offers, running the same campaigns. MediaNews Group flips that script by using behavior-based segmentation to tailor everything from messaging to offers.
Their mantra: “The narrower the segment, the better the result.”
They even have a former subscriber segment with rules that prevent these users from abusing intro deals. And they’re testing “stop-saves” during cancellations to proactively recover churn.
Why it matters: More segmentation = better performance. But it only works if you have the tech (BlueConic) and discipline to execute without creating a mess.
Final Thought
Tammy said it best: “Whether it’s content, offers, or timing—the more we can understand our users and deliver what’s relevant, the more we create an experience worth paying for.”
If you’re ready to turn signals of hesitation into engines of growth, this webinar is worth a watch—and a chance to see how BlueConic can help turn cart abandonment into a conversion engine.
Want to see it in action? Request a demo today.
