We wanted to see whether an email reminder to complete a digital subscription purchase would have a positive effect on our total digital subscription sales.

In 2016, we contacted Kindly in order to test their email solution. Before we considered building a similar solution ourselves, we decided that we wanted to see the results that we could obtain with Kindly. Our consideration has since been to continue with Kindly, as they have a lot of knowledge and experience within this field. At the same time, using an external vendor has helped our development team to free up time for other tasks and initiatives. The solution is live on all newspapers under Schibsted, such as Aftenposten, Bergens Tidende, Stavanger Aftenblad and Fædrelandsvennen as well as all magazines owned by Schibsted.

The sales that we’re converting through Kindly’s cart abandonment email solution have contributed towards our total sales in a positive way, functioning as a great additional channel for our online subscription sales. As of today, the cart abandonment emails have an average open rate of approximately 50% and a click-to-conversion rate of 29%; this means that 29% of those who click their way back to the sign-up form end up completing the purchase.