El Universal, a 105-year-old newspaper based in Mexico City with more than 16 million unique monthly visitors to its Web site, wanted to see if it could recreate the behaviour of its loyal subscribers. The goal was to get sleepers and registered users to buy subscriptions.The team began with a hypothesis that if it e-mailed at-risk users the content that loyal subscribers engaged with the most, it would be possible to move them into the next level of the funnel.
Origen: INMA: El Universal targets at-risk users with most popular content
