Engagement & Retention project | The Morning Context

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Engagement & Retention project | The Morning Context

Core Value:

The Morning Context delivers in-depth, high-quality journalism focusing on business, internet, and policy (chaos). The primary value lies in offering well-researched, exclusive articles that provide insightful, independent perspectives on current events and industry trends. This keeps users informed and aids in their professional growth and decision-making.

User Experience:

Users experience this core value through daily articles and newsletters, curated content sections, and seamless browsing. The app provides users with fresh content updates, personalized suggestions based on interests, and easy navigation to key topics (e.g., free reads and premium stories). Notifications and newsletters help keep users engaged with timely updates.

Natural frequency:

Casual Users: Typically engage with TMC when seeking specific articles of interest or following up on major news. Their frequency is lower, possibly tied to specific stories or topics they find compelling.
Core Users: Regularly visit the platform multiple times per week to stay updated with business and policy developments relevant to their professional and personal interests.
Power Users: These are dedicated users who read daily to stay on top of ongoing developments and trends. They often use TMC as a primary source for industry insights, leveraging notifications, daily reads, and newsletters.

User	Natural Frequency
Casual User	1-2 times/month
Core User	2-3 times/week
Power User	Daily (or 5+ times/week)

Sub-Product and its Natural Frequency:

User	Natural Frequency
Casual User	Reads monthly newsletters or selectively reads bi-weekly ones
Core User	Engages with weekly newsletters (1-2 times/week)
Power User	Reads all newsletters (weekly, fortnightly, monthly) and frequently interacts, up to daily

Engagement framework:

Depth is the most significant for TMC, similar to Hotstar’s approach. This is because:

Read Time and Article Consumption drive user retention and revenue through increased engagement with premium content.
Users spending more time are likely to recognize the value and transition to or maintain premium subscriptions.

Actions That Make a User an Active User for The Morning Context (TMC):

Free User:

Reads the free reads section regularly (daily, weekly, or monthly basis).
Reads the weekly free stories provided.
Engages with free newsletters (opens and reads).

Paid User:

Subscribes to a premium plan.
Reads multiple articles per week (3+ articles).
Engages with premium newsletters (opens and reads).
Renews the subscription upon expiry.

Metrics to track:

Metric	Relevance	Notes
Monthly Recurring Revenue (MRR)	Provides a micro view of monthly subscription revenue	TMC tracks MRR to assess monthly growth in paid user subscriptions.
Customer Lifetime Value (LTV)	Evaluates the long-term value of each user	TMC calculates LTV to understand the profitability of each subscriber over time.
D1, D7, and D30 Retention	Measures user retention at different timeframes	TMC uses these metrics to identify drop-off points and improve engagement strategies.
Average Session Duration	Indicates the depth of user engagement with content	TMC monitors how long users spend reading articles to gauge content quality.
Subscription Renewal Rate	Assesses user loyalty and satisfaction	TMC tracks how many users renew their premium subscription upon expiry.
Newsletter Open Rate	Measures user engagement with email content	TMC checks open rates to refine newsletter content and improve click-throughs.
Bookmarking Rate	Shows user interaction and intent to revisit content	TMC tracks how many users bookmark articles as a sign of deeper interest.
Feature Adoption Rate	Evaluates usage of key app features	TMC tracks how often users engage with features like “Free Reads” and sharing.
Churn Rate	Measures the percentage of users who stop using the service	TMC monitors churn to adjust retention strategies and improve user experience.

ICP Creation

Attribute	User 1	User 2	User 3
Name	Rajesh Kumar	Darshana Despande	Sameer Mehta
Age	26	35	38
Demographics	Male, Mumbai, Married, Master's degree, Income: ₹12,00,000 annually	Female, Bangalore, Single, Master's degree, Income: ₹18,00,000 annually	Male, Delhi, Married, Bachelor's degree, Income: ₹45,00,000 annually
Occupation	Senior Manager at a Finance Company	Product Manager at a Tech Firm	Founder & CEO of a HealthTech Startup
Need	Reliable, in-depth analysis of business trends	Detailed insights into tech and policy developments	Strategic information on industry trends and market opportunities
Pain Point	Frustrated with the superficial content on free news websites	Finds mainstream news sources lacking in investigative analysis	Overwhelmed by information overload; hard to find valuable insights amidst noise
Solution	High-quality, well-researched articles with deeper context	In-depth articles focused on tech and policy for deeper understanding	Curated, high-value content that helps identify growth opportunities
Features valued the most	Free Reads and Weekly Free Stories, Newsletters	Personalized Newsletters, Premium reads and bookmarked articles	Curated Industry Insights and Exclusive Content, Interviews and Case Studies
Behaviour	Reads daily during commute; subscribes to other premium publications	Heavy reader on weekends; active participant in industry forums	Consumes content during morning routine; shares articles with team for insights
Perceived Value of Brand	High – Values thoughtful journalism that aids decision-making	High – Sees TMC as an essential tool for staying informed	High – Views TMC as a source of strategic knowledge for business growth
Marketing Pitch	"Elevate your understanding of India's business landscape with stories that matter."	"Stay informed with comprehensive reporting on the latest in tech, business, and policy."	"Drive your business forward with insights that keep you ahead of industry trends."
Goals	Stay updated with business and finance news	Stay informed about tech trends and policy changes	Identify new business opportunities and keep up with industry developments
Frequency of Use Case	Daily	Bi-weekly	Daily
Average Spend on the Product	₹12,000 annually	₹15,000 annually	₹20,000 annually
Value Accessibility to Product	High – Prefers seamless access via mobile app and website	High – Accesses content across multiple devices (desktop, mobile)	High – Requires quick, easy access to relevant content for decision-making
Value Experience of the Product	High – Expects a clutter-free, user-friendly reading experience	High – Expects a personalized, ad-free reading experience	High – Seeks a premium, informative experience with curated insights
Notes	Prefers reading niche content on business and finance	Prefers well-researched content and uses it to form opinions during professional discussions	Often shares valuable articles with peers and uses content for strategic planning

For The Morning Context (TMC), the Power/Core/Casual framework is likely the best choice because it aligns well with the varying engagement levels in a content-focused product. This framework captures user behavior effectively and allows us to design strategies to nurture each group through different engagement and retention efforts.

Segment	Definition	Features They Value	Natural Frequency
Casual Users	Users who engage occasionally, primarily with free content. They may explore stories when prompted by interest.	Value free reads, weekly free stories, and open newsletters.	1-2 times/month
Core Users	Users who regularly read TMC articles and newsletters, often focused on specific interests (e.g., business or tech).	Value consistent access to premium articles, weekly updates.	2-3 times/week
Power Users	Highly engaged users who frequently read across various sections and are premium subscribers; rely on TMC for industry insights.	Value full access to premium content, bookmarking, notifications.	Daily (5+ times/week)

Why This Framework Works for TMC:

Content Consumption Patterns: The Power/Core/Casual framework maps well onto how users consume TMC’s content. Casual users engage with free content occasionally, while core and power users rely more on premium and consistent updates.
Natural Frequency Variation: This framework reflects the natural frequency of TMC’s user base, allowing targeted retention strategies that suit each segment’s level of engagement.
Actionable for Engagement Strategies: This segmentation provides clear guidance on which features to enhance or promote. For instance:
- Casual Users: Focus on converting to core users by promoting the benefits of premium content.
- Core Users: Encourage exploration of more sections and additional premium content.
- Power Users: Maintain satisfaction through tailored content updates, advanced notifications, and loyalty incentives.

By focusing on Power/Core/Casual segmentation, TMC can design engagement and retention strategies that resonate with each user segment’s unique needs and usage patterns.

Advanced Segmentation

Segment	Definition	Engagement Patterns	Risk Level	Actionable Strategy
Loyalists	Users who engage frequently and renew their subscription consistently, seeing TMC as a primary source of insights.	High read time, frequent article reads, regular newsletter opens.	Very Low	Nurture with loyalty programs, exclusive content previews, and early access.
Champions	Highly engaged, long-time users who actively share and recommend TMC content within their networks.	High feature usage (e.g., sharing articles, notifications)	Very Low	Offer referral bonuses, incentivize content sharing, provide VIP access to events or Q&As.
At-Risk Users	Users showing a drop in engagement frequency or reduced interaction with content, possibly on the verge of churning.	Fewer article reads, lower session duration, occasional newsletter opens.	Moderate	Send re-engagement campaigns, reminders for upcoming stories, personalized recommendations.
Hibernating Users	Users who have stopped actively engaging with TMC content but haven’t fully churned, still receiving emails or notifications.	Rarely read articles, minimal to no feature use.	High	Provide a “Welcome Back” campaign, with an exclusive offer or curated content to reignite interest.

Engagement Framework to Track

Engagement Framework	Relevance	Key Metric to be Tracked	Rationale
Depth	Measures the level of user commitment by tracking how much time users spend and the content they consume. This framework aligns with TMC’s value as a source of in-depth journalism, where longer read times and more articles indicate higher engagement and satisfaction.	Total read time per month Number of articles read per month Newsletter engagement (open and click rates)	Total Read Time: High read time signifies strong content value perception, directly impacting retention and premium conversions. Articles Read: Tracks content consumption, helping TMC identify content that drives recurring engagement. Newsletter Engagement: Reflects off-platform interaction and reinforces the value for users, encouraging them to return and explore more content in-app.

Engagement Framework

Relevance

Key Metric to be Tracked

Rationale

Depth

Measures the level of user commitment by tracking how much time users spend and the content they consume. This framework aligns with TMC’s value as a source of in-depth journalism, where longer read times and more articles indicate higher engagement and satisfaction.

Total read time per month
Number of articles read per month
Newsletter engagement (open and click rates)

Total Read Time: High read time signifies strong content value perception, directly impacting retention and premium conversions.

Articles Read: Tracks content consumption, helping TMC identify content that drives recurring engagement.

Newsletter Engagement: Reflects off-platform interaction and reinforces the value for users, encouraging them to return and explore more content in-app.

Engagement Campaigns:

Attribute	Campaign 1: Weekly Content Highlights	Campaign 2: Monthly Industry Deep Dive	Campaign 3: Weekend Reads Digest	Campaign 4: Exclusive Interview Series	Campaign 5: Welcome Series for New Users
Hypothesis	Highlighting top articles weekly will increase engagement and retention for casual users.	Monthly deep dives on trending topics will improve user retention and drive premium upgrades.	Curated weekend reads will boost weekend engagement and increase content interaction.	Exclusive interviews with industry leaders will position TMC as an authoritative source and attract core users.	A personalized welcome series will guide new users through TMC’s content, increasing retention and engagement.
Channel of Distribution	Push notifications, email	In-app notifications, email, Slack community, Whatsapp	Push notifications, email	Push, email, WhatsApp, Slack community	Email
Persona/Type of User	Casual and Core users	Core and Power users	Casual and Core users	Core and Power users	New Users
Theme	Stay Updated	Expert Insights	Weekend Learning	Insider Access	Getting Started
Target Feature	Free Reads and trending stories	Premium content	Free and premium articles	Premium interviews and industry insights	Key features and highlighted articles
Pitch and Content	“Your weekly roundup of must-read stories—stay informed!”	“This month’s exclusive deep dive: [Topic]—insights you won’t find anywhere else.”	“Catch up on key stories this weekend with our top picks!”	“Exclusive insights from [Industry Leader]—an interview you don’t want to miss.”	“Welcome to TMC! Here’s how to get the most out of your experience.”
Goal of the Campaign	Increase weekly engagement and boost read time for casual users.	Improve retention for core users and encourage casual-to-premium conversions.	Enhance weekend engagement and retain casual users through frequent visits.	Establish authority and appeal to core and power users.	Smooth onboarding and foster early engagement for new users.
Details	Send out a roundup every Monday with featured articles to encourage exploration.	Feature a comprehensive article each month on a relevant industry trend.	Send a curated selection of articles for weekend reading on Saturday mornings.	Monthly interview with an industry leader featured prominently on the homepage and newsletter.	Series of 3-4 emails guiding new users through TMC’s top content and features over two weeks.
Offer	Access to a curated list without subscription for select pieces.	Exclusive access to premium articles; teasers for non-subscribers.	Free access to articles in the digest, mixed with a premium preview.	Subscribers get early access; casual users receive highlights.	Access to selected premium articles as a welcome gift.
Frequency and Timing	Weekly, on Mondays	Monthly, first Tuesday of each month	Weekly, Saturday mornings	Monthly, based on interview availability	One-time series, launched upon sign-up and staggered over two weeks.
Success Metrics	Open rate, click-through rate, articles read	Article read time, conversion rate to premium	Weekend read time, click-through rate	Article read time, subscription conversion rate	New user retention rate, click-through rate, read time
Milestones	1 Month: Track initial engagement. 3 Months: Increase weekly engagement by 15%.	2 Months: Track conversion rate. 6 Months: Reduce churn by 10% in core users.	1 Month: Initial engagement. 3 Months: Boost weekend engagement by 20%.	1 Month: Launch first interview. 3 Months: Increase premium subscribers by 15%.	1 Month : Measure new user engagement. 3 Months : Achieve 30% new user retention.

Campaign 1:

Campaign 1 push.png

Campaign 1 email.png

Campaign 2:

Campaign 2 in aoo.png

Homepage Banner Copies:

This Month’s Deep Dive: Unlock In-Depth Insights on [Topic]
Exclusive Monthly Insight: Discover the Latest on [Topic]

Email Subject Lines:

This Month’s Deep Dive: Explore [Topic]
Unlock Exclusive Insights on [Topic]—Monthly Deep Dive
Ready for a Deep Dive? Explore [Topic] Insights Now

Campaign 3:

Push Notification Copies:

Your Weekend Reads are Ready! Unwind and catch up on the week’s top stories.

Weekend Digest: Dive into this week’s must-read stories from TMC.

Take a break with our Weekend Reads—top stories selected just for you!

Email Body Copy:

Header: Your Weekend Reads Digest

Sub-header: Catch up on the most important stories of the week, curated just for you.

Intro Paragraph: The weekend is here, and so is your hand-picked selection of must-read stories. From industry insights to trending topics, these stories are perfect for a weekend read.

Featured Articles:

Story 1 Title: Brief summary or key insight.
Story 2 Title: Brief summary or key insight.
Story 3 Title: Brief summary or key insight.

Call-to-Action (CTA): Catch Up Now

Campaign 4:

Name Suggestions for the Interview Series

TMC Spotlight
TMC Dialogues
The Insider's view

Copies:

Exclusive! [Leader’s Name] shares insights on [Topic]. Register now
Ready for Some Truth Bombs? [Leader’s Name] on [Topic]. Watch Now!
Exclusive! Straight Talk from [Leader’s Name] on [Topic]

Campaign 5:

Step 1: Identify Retention Metrics

Since we don’t have primary data for TMC, we’ll use industry benchmarks and contextual adjustments to approximate retention rates. Here’s a suggested breakdown:

Day 0: Initial sign-up (100% retention).
Day 7: Drop-off as users explore content (~60-70% retention).
Day 30: Steady retention (~30-40%) for engaged users.
Day 90: Long-term retention (~15-20%) as users assess ongoing value.
Month 6 & Month 12: Retention plateaus at around ~10% for highly engaged users.

Step 2: Estimate Influencing Factors

1. Time to Value:

TMC provides value through insightful journalism, but users may need time to explore content. This may decrease Day 0-Day 7 retention by ~5%.

2. Natural Frequency:

If users interact weekly (newsletters, articles), it can boost retention. Adjust Day 30 retention upward by ~10%.

3. Competition:

The journalism and subscription news market is competitive. Adjust retention downward by ~10%.

4. Brand Value/Word of Mouth (WoM):

TMC benefits from reputation in quality journalism but lacks mainstream brand recognition, which may reduce retention by ~5-10%.

Step 3: Plot Retention Curve

Using the above factors, we can plot the estimated retention rate for two ICP segments:

ICP 1 (Regular News Readers): Engage weekly and prioritize in-depth stories.
ICP 2 (Business Professionals): Access industry insights monthly and rely on curated content.
ICP 2 (Business Professionals): Access industry insights monthly and rely on curated content.

Months	Estimated Retention Rate (MoM)	ICP 1 Retention Rate	ICP 2 Retention Rate
Day 0	100%	100%	100%
Day 7	65%	70%	60%
Day 30	40%	45%	35%
Day 90	20%	25%	15%
Month 6	12%	15%	10%
Month 12	10%	12%	8%

Step 4: Insights and Observations

Best Retention ICP: ICP 1 has better retention due to frequent interaction with content and value from regular updates.
Feature Impact: Content such as newsletters and curated articles enhances retention, particularly for ICP 1.

Churn Reasons and Classification

Churn Reason	Category	User Insights Indicating Churn
Lack of engagement with new articles	Voluntary	"Content no longer interests me."
Price sensitivity	Voluntary	"The subscription is too expensive for my usage."
Difficulty in accessing premium content	Involuntary	"I couldn't find a way to access articles easily."
Content mismatch	Voluntary	"I didn't find topics aligned with my interests."
Long subscription gaps	Involuntary	"I forgot to renew and didn't get reminders."
Poor experience with app navigation	Voluntary	"The app feels complicated to use."
Overload of notifications	Voluntary	"I unsubscribed due to excessive notifications."

Negative Actions and Churn Reasons for The Morning Context (TMC)

Negative Action	Possible Reason
High Article Abandonment Rate	Users may be finding the articles too long, not engaging, or lacking relevance to their interests.
Low Subscription Renewal Rate	Users may not see enough value in continuing the subscription, or may feel that the content is repetitive.
Decrease in Login Frequency	Users may feel that new content is not compelling enough, or may have found alternative sources for similar content.
Unsubscribes from Newsletters	Users may find the newsletters too frequent, irrelevant, or lacking personalization.
Lack of Engagement with Premium Content	Users might not be fully aware of the benefits of premium content or find it unworthy of the price.
Negative Feedback on Social Media	Users may be dissatisfied with content quality, subscription costs, or lack of specific topics they are interested in.

Resurrection Strategies Framework:

Resurrection Campaign	Hypothesis	Channel of Distribution	Persona/Type of User	Theme	Target Feature	Pitch and Content	Goal of the Campaign	Details	Offer	Frequency and Timing	Success Metrics	Milestones for the Campaign
Campaign 1: Re-Engage Lapsed Readers	Bringing back users who disengaged by highlighting recent popular stories	Push notification, email, in-app prompt	Casual readers	Curated Reading Experience	Free Reads	"Catch up on what you missed! Our top stories this month are waiting for you."	Encourage lapsed users to revisit	Curated list of popular articles based on past reading behavior	Free access to top 3 stories	Monthly	Click-through rates, re-engagement rate	10% re-engagement in the first 2 weeks
Campaign 2: Price Incentives	Offer discounted subscription to reduce price-sensitive churn	Email, in-app prompt	Price-sensitive users	Limited-Time Offer	Premium Access	"Unlock premium for half the price – exclusive offer for returning members!"	Convert users to paid subscription	Limited-time discount for previous subscribers to return	50% off on first 3 months	Quarterly	Conversion rate, renewal rate	15% conversion in the first 2 months
Campaign 3: Personalized Content Series	Retain users by aligning content to their preferences	In-app recommendations, newsletter	Core readers, Casual users	Discover More	Personalized Feeds	"Explore articles on topics you love, selected just for you!"	Increase engagement and frequency	Personalized recommendations based on user reading history	Early access to new series	Weekly	Increased page views, user satisfaction	25% more articles read per user
Campaign 4: New Feature Tutorial	Educate users on how to access and navigate premium features	In-app onboarding, email series	All subscribers	Onboarding	Guided Tour	"New here? Let's walk you through the best features to explore"	Reduce churn due to usability issues	Step-by-step tutorial for accessing premium features	1-month free trial	One-time	Drop in feature-related support queries	Reduce churn by 20% in 3 months
Campaign 5: Exclusive Insights Event	Engage users with exclusive interviews and Q&A sessions	Email, social media, in-app notifications	Power users, Core readers	Exclusive Content	Event Registration	"Join us for an exclusive session with industry leaders – only for members!"	Foster community, retain engaged users	Monthly virtual events featuring top journalists and experts	Free Q&A session	Monthly	Participation rate, satisfaction survey	30% participation each event