Engagement & Retention project | The KEN

Casual

Once a week

Weekly once or as per interest

Does not listen

Core

2-4 times a week

Weekly, with regular opens

Once a month

Power

Daily or multiple times a day

Daily or as soon as received

Every week (whenever it launches)

Focus

Provides a comprehensive, in-depth experience with rich, detailed content.

Offers a wide range of topics and content types to attract a broad audience.

Provides regular updates and consistent content delivery.

User Engagement Quality

High-quality, detailed insights

Variety and general coverage

Consistent touchpoints and updates

Content Type

In-depth stories

Newsletters, Podcasts

NA

Target User Segment

Core, Power

Casual, Core

All user types

Competitive Advantage

Differentiation through unique insights

Broad appeal with diverse topics

Regular presence in user's routine

Consumption Frequency

Reads 1 article in a week

Reads 2-3 articles in a week

Reads 5-7 articles in a week

Podcast engagement

NA

Listens more than 30 mins on podcast

Listens >30 mins of podcast in a week

Discussion

Minimal interaction with comment section

Reads through the comments and writes occasionally

Actively reads and writes the comments on posts

Sharing

Rarely shares/gifts a story

Occasionally gifts stories and subscriptions

Actively gifts stories and subscriptions every month.

Logins

Logs in few times a month

Logs in regularly and engages with multiple content pieces

Logs in daily or multiple times a day, interacts with all available content

Content Related

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Content Completion Rate

Indicates how compelling and relevant the content is to users.

A user completes 80% of the articles they open in a given month.

Article Sharing Rate

Demonstrates the value users find in content, as they share it with others.

20% of users share articles they find interesting on LinkedIn or Twitter.

Business Related

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Subscription Renewal Rate

High renewal rates show that users see continued value in the subscription.

85% of annual subscribers renew their subscription after the first year.

Free Trial to Paid Conversion Rate

Reflects the effectiveness of the trial experience in convincing users to subscribe

30% of users who start a free trial convert to a paid subscription within 14 days.

Customer Lifetime Value (CLTV)

Assesses the total revenue expected from a user over their lifetime with the product.

The average CLTV for The Ken’s subscribers is $500

Churn Rate

A lower churn rate indicates better retention and user satisfaction.

Only 5% of users cancel their subscription in a given quarter.

Product Related

Active Days Per User

More active days indicate habitual use and deeper integration into daily routines.

A core user logs in and reads articles 10 out of 30 days in a month.

Onboarding Completion Rate

Measures the percentage of new users who complete the onboarding process

85% of new users complete the onboarding process, suggesting it’s user-friendly and engaging.

Name

Sonia

Rishav

Thenn

Age

24

28

35

Gender

Female

Male

Male

Location

Jaipur

Mumbai

Bengaluru

Marital Status

Unmarried

Unmarried

Married

Occupation

Growth Manager

Chief of Staff

Sr. Engineering Manager

Company

PocketFM

The Belgian Waffle Company

Shopmatic

Income

8-16 LPA

18- 36 LPA

40- 60 LPA

Industry

Media & Entertainment

Restaurants, Food & Beverages

Digital Tech, E-Commerce

Values Time/Money

Both

Time

Time

Behavioral Traits

casual explorer, low risk taker, work-life balance

Network oriented, information seeker, collaborative, organised, adapter

Proactive contributor, Highly motivated, reading geek, influencer

Frequently used Apps

Instagram, Swiggy, LinkedIn, Whatsapp, Finshots, Uber, Bumble, Spotify, BookMyShow

LinkedIn, Twitter, Whatsapp, Spotify, Uber, MoneyControl, Zepto, Stable Money, Zomato

Twitter, LinkedIn, Strava, Spotify, Mobile Banking, Kite, Whatsapp, Airbnb, Makemytrip, BigBasket, Uber, Perplexity

Spending Habits

Cost concious, occasional purchaser, budget minded

Moderate spender, subscription open, value-seeker

Premium spender, regular subscriber, high investment

Hobbies & Weekends

Watching movies, spending time with friends, exploring local events and workshops

Attends workshops, webinars, or networking events, weekly once drinks with friends, travel

Thoughtful engagement, deep learning, gym (personal trainer), passion projects

Daily time for journalism content

20-30 mins

45 mins- 1hours

2 hours

Medium of Content

Audio, Video, Infographics, Text

Textual over other forms

Textual and Audio

Type of Content

1. Startup current affairs, biographies
2. Media, Entertainment, Product and Growth

1. Current Affairs, Self Help books, biographies, business news
2. Digital Tech, E-commerce, Personal Finance

1. Startups, ecommerce in India, edtech in India, founders
2. Emerging entrepreneurs like Aviral Bhatnagar

Subscriptions

Free subscriptions like Product Monk, GrowthX (youtube)

Morning Brew, Economic Times, Finshots, The KEN, Moneycontrol

Wired, Forbes, The Morning Context, GrowthX

Plan-Type

Typically on free plans or undergoing a free trial. Rarely purchases individual articles.

Currently on an India

Currently on a SEA subscription (Top-Tier)

Platform

Mobile

Desktop

Ipad, Desktop

Views

Views The Ken as a source of quality content but believes the subscription is very pricey

The KEN is a devil's advocate, always challenging the usual bias that exist in other media

Sees the Ken as a crucial tool for deep knowledge. Sees it as worth the investment for comprehensive and exclusive insights.

Acquired

Free subscriber since 2 years, introduced by her manager who was a premium subscriber would borrow credentials from them.

​

1. Got acquired organically 6 years back.
2. Free subscriber for 4 years, once noticed relevant content then subscribed.
3. Got acquired through word of mouth and then searched on the internet for The KEN

​

1. Got recommended through a friend.
2. Went to the website, scrolled through an article, liked the concept so subscribed to the product.

Interactions

1. Reads the free content occasionally if the subject line generates curiosity.
2. Usually reads inside the Gmail version, so does not have to face the payment wall.

1. Reads a few stories on desktop usually in the evening after office.
2. Usually not able to read the whole article because of the length

1. Reads and completes reading the stories consistently.
2. Listens to the podcasts once a week (2X2)
3. Actively reads and comments some times if the topic interests him.

Value Proposition

They interact with The Ken by reading stories occasionally, checking newsletters weekly or as needed, and generally do not listen to podcasts. Their engagement is driven by specific interests or moments of curiosity.

They engage with The Ken more frequently, reading stories 2-4 times a week and opening newsletters weekly. They listen to podcasts around once a month. Their interaction is consistent and driven by ongoing interest in The Ken’s content.

They engage with The Ken daily, consuming stories multiple times a day and reading newsletters as soon as they are received. They also listen to podcasts every week, following all new releases. Their experience is characterized by deep and continuous interaction with all available content.

Jobs to Be Done

When the user needs quick reads to stay informed, The Ken helps by offering concise and easily digestible free reads.

When user wants to stay informed about the latest trends and developments in business, technology, and policy, he turns to The Ken for deep, well-researched articles that satisfy his curiosity.

When the user requires in-depth research and exclusive insights for advanced knowledge and strategic decisions, The Ken helps by providing detailed, premium content and specialized reports.

Natural Frequency

Once a week

2-4 times a week

4+ times a week

Power/Core/Casual

Casual

Core

Power

Revenue Generated

From article purchases- Rs. 500 per article (very rare)

Rs. 3200 per year

Rs. 5000 per year

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Recency of use case

Used in the last 6 days

Used in the last 2 days

Used today

Natural Frequency

Once in 2 weeks

2-3 times a week

5-7 times a week

Pain Points

1. Feels overwhelmed by the pricing.
2. Feels difficulty understanding context of some articles.
3. No access for everyday stories

1. Articles are long (15-20 mins) is not able to invest time straight everyday.
2. Believes that the comment section is not really engaging.
3. Can not make notes alongside the application.

1. Believes KEN covers more bangalore based topics and should foray often into pan-india issues.
2. Belives KEN might foray into shallow reporting to acquire large base of users.
3. Believes KEN should be more personalized based on the usage.

Discovery of Content

Gmail notification every morning.

App notification, gmail notifications

Has time blocked on calendar, gmail and app notifications on iPad

Level of Engagement

Low engagement. Primarily passive consumption, with little interaction or sharing.

Moderate engagement. Occasionally interacts with the comment section, rarely shares.

High engagement. Frequently shares content, comments, and participates in discussions.

Breadth

Tertiary- Importance of reaching a wide range of content but less critical than depth and frequency.

Number of unique content types consumed.

Measures how widely users are exploring the platform's offerings.

Depth

Primary- Most critical aspect, focusing on how deeply users engage with content.

Completion rates of long-form articles.

Indicates the level of interest and engagement with specific content pieces, reflecting core value.

Frequency

Secondary- Important for retention, focusing on how often users return to the platform.

Number of sessions per user in a week.

Tracks user retention and the development of habitual engagement with the platform.

Goal

Increase article completion rates by keeping users engaged throughout the reading process using inline summaries.

Success Metric

Achieve a 20% increase in article completion rates among Curious Connectors (Core) within 3 months.

Current article completion rate among core users through primary research is estimated to be 40%.

Problem Statement

Curious Connectors often find long-form articles (15-20 minutes) challenging to complete due to their length and lack of contextual breaks. Without internal triggers, users may lose interest before finishing the article.

Current Alternative

Read Summary: Provides an overview before starting the read which may not retain user interest.

Infographics: Provides cognitive breaks, but can only be helpful to break the monotonous pattern

Solution

Implement Progressive Disclosure through Inline Content Summaries:

Insert brief, bolded summaries at the beginning of each section to provide context and a preview of upcoming content.

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How will the user flow look like step by step:

1. 1. User gets an email/app notification on their phone/desktop.
   2. User clicks on the notification and opens the article
   3. User starts reading the article
   4. User encounters bolded summaries at the beginning of each section to provide context and a preview of upcoming content.
   5. User reads through the summaries and can decide if they want to read the full section or skip to the next section.
   6. User reads through the article, using the inline summaries to navigate and consume the content quicker and faster.
   7. The user finishes reading the article and the completion rate is logged into the system, and they may be prompted to rate the inline summary experience.

Metrics to track

1. Article Completion Rate: Percentage of articles completed by Curious Connectors. (Core users)
2. Clicks per article: Interaction rates with inline summaries
3. Average Time on Page: Average time spent on articles before and after the implementation of inline summaries.
4. User Feedback: Qualitative feedback on the usefulness and effectiveness of summaries and tooltips.
5. Bounce Rate: Percentage of users who leave the article after reading summaries

Ramp up milestones

Week 1-2: Design and Prototyping - Develop and review prototypes for inline summaries. Ensure design aligns with UX best practices.
Week 3-4: Initial Testing - Implement summaries in a limited number of articles. Collect preliminary feedback and data on user engagement and completion rates.
Month 2: Broader Implementation - Roll out inline summaries across a wider range of articles. Monitor engagement metrics and adjust based on feedback.
Month 3: Analysis and Optimization - Analyze the collected data to assess the impact on article completion rates. Refine the summaries based on user feedback and performance metrics.

Goal

Engaging casual users by delivering personalized content via a KEN Digest, including story summaries, popular podcast snippets, and daily knowledge bites. This aims to increase content engagement, improve content discoverability, and drive casual users to subscribe.

Success Metric

Achieve a 20% increase in content engagement and a 10% conversion rate from casual users to paid subscribers within 3 months.

Problem Statement

Casual users often struggle to discover relevant content on KEN, leading to lower engagement and missed opportunities to educate and convert these users into paid subscribers.

Current Alternative

1. Generic email updates regarding every day with no tailored content
2. Sporadic notifications about new content, not necessarily aligned with user interest

Solution

KEN Digest Content Structure & User Flow:

1. 1. Email arrives in inbox: User receives a personalized KEN Digest email in their Gmail inbox, with the subject line highlighting educational value. Example: “Your KEN Digest: Top Stories, Insights, and Knowledge Bites for Today!
   2. Opening the Email: Upon opening the email, users are greeted with KEN’s logo and a personalized greeting.
   3. Content Exploration:​

a. Story Summary: Users first encounter a brief summary of a top story, with a link to read the full article on the KEN website. This summary provides enough information to pique their interest and encourage further reading.

b. Popular Podcast Snippet: Next, the user sees a short snippet from the most-played podcast episode, with a description and a link to listen to the full episode. This caters to users who prefer audio content.

c. Daily Knowledge Bite: The email concludes with a short educational segment on a corporate world principle, jargon, or strategy. This section provides quick insights that users can learn from, enhancing their daily knowledge.

4. Engagement and Conversion: Users are encouraged to explore more content through clear call-to-action (CTA) buttons.
5. Footer and Additional Links: The email ends with a footer containing links to manage email preferences, unsubscribe options, and KEN’s contact information. Social media links are also included to encourage users to connect through other platforms.

Metrics to Track

1. Click Through Rate
2. Email Open Rate
3. Subscription Conversion Rate
4. User Feedback

Ramp Up Plan

1. Week 1: Content creation, email template design, and personalization setup.
2. Week 2: Pilot testing with a small group, gather feedback, and adjust.
3. Week 3-4: Full rollout to the broader audience, monitor engagement and conversions
4. Month 2: Optimization of content and design based on data and feedback.
5. Month 3: Evaluation of impact, plan for further enhancements or additional features.

Goal

Rebuild trust and re-engage power and core users who feel that KEN’s content is becoming shallow. By showcasing the in-depth research, sourcing, and reporting processes, the goal is to enhance content appreciation and encourage users to renew their subscriptions.

Success Metric

Renewal Rate: Improve subscription renewal rates by 15% among users who engage with the behind-the-scenes content.
User Feedback: Positive feedback from at least 70% of users who view the behind-the-scenes content.

Problem Statement

Power and core users are perceiving KEN’s content as becoming shallow and not well-reported. This perception is leading to reduced engagement and concerns about the quality of the content, affecting user retention and subscription renewal rates.

Current Alternative

Occasional Behind-the-Scenes Snippets: Sporadic and unstructured insights into content creation that do not offer a comprehensive view.

Solution

Develop a dedicated "Behind the Scenes" content series that includes:
- In-Depth Interviews: Conversations with KEN’s top journalists and researchers to reveal their methods and perspectives.
- Detailed Research Notes: Share insights into how stories are sourced, verified, and reported.
- Content Creation Process: Provide a step-by-step overview of how a typical KEN article is developed from idea to publication.
Distribute this content through targeted email campaigns and in-app notifications to engage users and demonstrate the value of KEN's thorough reporting.

Metrics to Track

Renewal Rate: Track subscription renewals among users who interact with the behind-the-scenes content.
Click-Through Rate: Measure engagement with calls-to-action and special offers included in emails and notifications.

Ramp up plan

Week 1: Develop content, design email templates, and set up in-app notifications.

Week 2: Conduct a pilot test with a small user group, gather feedback, and make adjustments.
Week 3-4: Launch the full campaign to the broader audience, monitor engagement metrics, and adjust strategies as needed.
Month 2: Optimize content and delivery based on initial feedback and data.
Month 3: Evaluate the impact of the campaign, assess user satisfaction, and plan for further enhancements or additional features based on results.

Goal

Enhance depth of engagement by delivering highly relevant, personalized content to core users.

Success Metric

- Increase in average session duration by 25%
- 20% improvement in article completion rates
- 15% increase in user interactions with personalized content

Problem Statement

Core users struggle to find relevant and varied content, leading to decreased engagement and satisfaction.

Current Alternative

Generic home feed with non-personalized content recommendations.

Solution

Personalized Content Section: Dedicated "Content for You" section on home feed.
Personalization Algorithm: Analyze user behavior to recommend relevant content.
Content Organization: Categorize recommendations into relevant groups.
Feedback Integration: Users can provide feedback to refine recommendations.
Integration with Notifications: Push notifications and email digests featuring personalized content.
Performance Monitoring: Analytics and A/B testing for continuous improvement.

Metrics to Track

User engagement metrics (session duration, interaction rates)
Feedback and satisfaction scores
Conversion rates (e.g., new subscriptions from personalized content)

Ramp Up plan

- Week 1: Develop and design "Content for You" section and personalization algorithm.
- Week 2: Pilot test with a select group, gather feedback.
- Week 3-4: Full rollout, monitor engagement and make adjustments.
- Month 2: Analyze performance, optimize algorithms.
- Month 3: Evaluate impact and plan further improvements.

The Hook

KEN's inline summaries

Segmentation

Target User Segment: Curious Connectors- Users who occasionally engage with content, but don't always finish articles. They are curious and value summaries that keep them informed without requiring a full read

Goal of the Campaign

Primary Goal: Increase the article completion rate among targeted users by encouraging them to utilize the new inline summaries feature.

Secondary Goal: Enhance overall content engagement, leading to higher retention and satisfaction among existing users.

Pitch/Content

Email Line: Unlock More in Less Time: Discover KEN’s Quick-Read Summaries!

Push Line: Speed Through Articles with Our New Inline Summaries.

Offer

Personalized Content Curation Service”:
Users who engage with the inline summaries feature 15 times within the first month will receive a Personalized Content Curation Service. This service involves a dedicated KEN editor curating a personalized monthly digest of articles, reports, and podcasts tailored specifically to the user’s interests and reading habits. It’s like having a personal guide to navigate KEN’s wealth of content.

Channel

Email, Push (App)

Frequency & Timing

Launch Email: Send an introductory email (Saturday) to segmented users, announcing the feature and highlighting its benefits.

Follow-Up Reminder: After one week, send a follow-up email to those who haven’t engaged with the feature, reminding them of its value with an additional CTA.

In-App Notifications: Display in-app notifications about the feature when users open relevant articles.

Campaign Duration: Run the campaign over a 4-week period, with email and in-app reminders spaced out weekly to avoid user fatigue.

Success Metric

1. Article Completion Rate: Percentage of articles completed by Curious Connectors. (Core users)
2. Clicks per article: Interaction rates with inline summaries
3. Average Time on Page: Average time spent on articles before and after the implementation of inline summaries.
4. Click Through Rate: How many people are intrigued about the copy
5. Bounce Rate: Percentage of users who leave the article after reading summaries

The Hook

Inline Summaries

Segmentation

Target User Segments: Free Trial Users (Casual)- Users currently undergoing a 30-day free trial, who have access to one full article per day from KEN’s archives and are exploring KEN’s offerings.

Goal of the Campaign

Primary Goal: Increase the engagement of free trial users by encouraging them to use the inline summaries feature to better navigate and consume the daily unlocked article, leading to a more enjoyable and efficient reading experience.
Secondary Goal: Enhance the likelihood of conversion from free trial to paid subscription by demonstrating the value and efficiency of the inline summaries feature.

Pitch

Subject Line: “Unlock Smarter Reading: Get the Most Out of Your Free Trial with KEN’s Inline Summaries"

Mid Trial Check In: How Are You Finding Your KEN Trial? Maximize Your Experience with Inline Summaries!”

Offer

​Engagement Challenge: Users who engage with inline summaries for at least 15 of the 30 trial days will receive a special 15% discount on their first year of subscription.

Channel

Email, App Notifications

Frequency & Timing

Daily Email: With the daily email highlighting the day’s unlocked article.

Mid Trial Check-in: Halfway through the trial, send a message encouraging users to use inline summaries and remind them of the benefits and engagement challenge rewards.

Success Metric

Daily Engagement with Inline Summaries: Track the number of users who interact with inline summaries each day of the trial

Article Read Rate: Measure the percentage of daily unlocked articles that users read in full, comparing engagement rates between those using inline summaries and those not using them.

Trial-to-Subscription Conversion Rate: Monitor the percentage of trial users who convert to a paid subscription after using inline summaries

The Hook

KEN Digest

User Segmentation

Casual users who often struggle to discover relevant content on KEN.

Goal

Increase content engagement and drive casual users to convert into paid subscribers by improving content discoverability.

Pitch

"Transform your daily reading with the KEN Digest—Elevate your knowledge and stay ahead effortlessly!"

Offer

Free access to a curated KEN Digest email for 30 days.

Special offer: 20% discount on subscription if users upgrade within the campaign period.

Channel

Email

Frequency and Timing

1. Daily KEN digest email
2. Redesigned current Weekly recap email to highlight top content.

Success Metric

Increase in email open rate by 25%
20% increase in content engagement (click-through rate)
10% conversion rate to paid subscribers by end of campaign
User feedback and satisfaction scores

The Hook

The KEN's Behind The Scenes Content

User Segmentation

Power and core users who have expressed concerns about the depth and quality of KEN’s content. These are users who have been long-time subscribers or have previously engaged deeply with the content but are now perceiving it as lacking in depth.

Goal

Rebuild trust and re-engage power and core users who feel KEN’s content is becoming shallow by showcasing the rigorous research, sourcing, and reporting processes. This aims to enhance user appreciation, increase content engagement, and improve subscription renewal rates.

Pitch

"Discover the depth behind KEN’s content- Insights into how we research, source, and report our top stories."

Offer

Special Incentive: Weekly BTTC videos about what is happening for core and power users.
Bonus Content (>3 year loyalty): Access to a special behind-the-scenes report or interview with a prominent KEN journalist.

Channel

Email: Dedicated campaign emails featuring behind-the-scenes content and exclusive insights.
In-App Notifications: Timely notifications within the KEN app to alert users about new behind-the-scenes content.
Website: Featured section on the KEN website with easy access to the behind-the-scenes content.
Instagram/LinkedIn: Snippets of content can be posted

Frequency and Timing

Email: Weekly emails featuring new behind-the-scenes content and updates.
In-App Notifications: Bi-weekly notifications to highlight new content and reminders about exclusive access.
Website Updates: Monthly updates with new behind-the-scenes features and reports.

Instagram/LinkedIn: Monthly updates with new behind-the-scenes snippets

Success Metric

Content Engagement: Measure the number of views, clicks, and time spent on behind-the-scenes content.
Renewal Rate: Track the percentage of users who renew their subscriptions after engaging with behind-the-scenes content.

Click-Through Rate: Monitor engagement with email and in-app CTA buttons.

The Hook

Content for You - A personalized content section on the home feed tailored to individual user preferences.

User Segmentation

Core users who frequently engage with The Ken but struggle to find varied and relevant content.

Goal

Increase depth of engagement by delivering personalized content that aligns with user interests.

Pitch

"Discover content that's uniquely yours. Dive deeper into stories that matter to you with 'Content for You'."

Offer

Unlock a tailored content experience with the 'Content for You' section. For a limited time, gain exclusive access to handpicked articles and stories based on your reading habits. Plus, enjoy a 15% discount on your next subscription renewal when you consistently engage with your personalized content feed for the last 30 days!"

This offer not only emphasizes the personalized content but also provides an additional incentive for users to interact regularly, boosting engagement and retention.

Channel

In-app notifications, email, push notifications, and in-app banners.

Frequency & Timing

In-app Notifications: Triggered daily based on user behavior.
Email: Weekly digest featuring top personalized content.
Push Notifications: Sent weekly thrice, highlighting new personalized recommendations.

Success Metric

Increased content interaction, higher article completion rates, improved user satisfaction.

D0

100%

100%

100%

D1

33.1%

45%

20%

D7

19.8%

30%

10%

D30

13.3%

20%

5%

Dormant

33%

0

Occasional

27%

1-4 days

Light

12%

5-9 days

Mid

8%

10-14 days

Super

20%

14+

NUTGRAF

High

Every Saturday gets into the inbox, users are also free during weekends, gets the maximum views.

Podcasts

Low

Adds a low value, giving user the breadth of content available experience on KEN.

Subscriber Highlights

High

For subscribers who are already running short of time on weekdays, helps them go quickly over the subscriber highlights so they dont miss relevant content.

Bookmarking and Saving

Medium

This is a sub-feature but yet another important drivers since user can save the article and come back anytime to have a long read.

Infographics

Medium

This adds to the depth engagement framework since user exits the cognitive load and can connect dots faster with infographics

The KEN seems like a daily hot takes newsletter instead of in-depth research content

Voluntary

Users seeking in-depth research may find the current content plan unsatisfactory.

The KEN has started to put biased information

Voluntary

Users may leave if they perceive the content as lacking objectivity.

The KEN seems more like a template-based reporting

Voluntary

Users looking for original and detailed analysis may be disappointed.

The KEN is becoming very qualitative

Voluntary

Users preferring quantitative data may find the qualitative content less engaging.

The KEN gives more sort of "Okay, so what?" vibes

Voluntary

Users seeking actionable insights may be frustrated by perceived lack of depth.

The KEN usually covers more about failing companies

Voluntary

Users interested in success stories or a more balanced view may find the content unappealing.

The KEN lacks wider coverage​

Voluntary

Users looking for diverse topics or broader industry coverage may be dissatisfied.

Users cannot devote much time (15-20 mins) on one go

Involuntary

Users have become more busy or transitioned into demanding jobs may find The KEN too much

Users feel that the subscription cost is not justified by the perceived value

Involuntary

High subscription issue. User might not be satisfied with Cost per article breakdown

Users feel that there is inconsistent Content Quality

Involuntary

Variability in content quality, such as occasional low-quality articles or inconsistent reporting standards, can cause users to lose trust and leave.

Churn Reason

The KEN seems like a daily hot takes newsletter instead of in-depth research content

Negative Action

Users show declining engagement with in-depth stories- decrease in time spent on article

Rationale

Users seeking comprehensive analysis and in-depth research are dissatisfied with the perceived focus on quick, superficial takes guessing the content which will be inside without reading it. Addressing this can help retain users who value detailed content.

Segment

Power and Core in danger of converting to Casual

Goal

Re-engage users by showcasing The KEN’s commitment to in-depth research and original analysis.

Pitch

"Unlock The KEN Deep Dive Experience—immerse yourself in exclusive, in-depth content with expert engagement. " 💯

"Rediscover the depth and detail you’ve been missing!" 🤝

Offer

Expert Engagement: Community consultations with experts can provide additional depth and allow users to engage directly with the content creators, which helps in showcasing The KEN’s commitment to thorough research and analysis.

Frequency

Biweekly

Timing

Launch the campaign immediately, with bi-weekly releases of NUTGRAF articles on Saturday

Channel

Email and Push Notifications

Success Metric

Increased engagement with long-form content
Positive feedback on content depth
Reduced churn rates

Ramp Up Milestone

1. Initial Launch: Release the first Expert Engagement Meeting.
2. Feedback Collection: Gather user feedback post the new offer and make necessary adjustments.
3. Ongoing Adjustments: Continuously refine the content and features based on feedback.
4. Scaling: Expand the consultation sessions and interactive sessions based on positive feedback.

Churn Reason

The KEN usually covers more about failing companies and has a negative viewpoint.

Negative Action

Users begin skipping articles focused on companies in distress, and show reduced engagement with content perceived as overly negative.

Rationale

Users may feel overwhelmed or disheartened by constant negative coverage, leading to disengagement. By balancing content with success stories and positive developments, The KEN can cater to those seeking a more varied perspective.

Segment

Core, Power

Goal

Re-engage users by offering a more balanced mix of content that highlights both challenges and successes across industries.

Pitch

"Struggles and the successes in the business world. Get the full picture, only with The KEN."

Offer

Success Stories Spotlight: A new series featuring in-depth articles on thriving companies, emerging startups, and innovative solutions across industries. This will be comprising of all the articles coming from the archives which had positive success stories and the user has not read it.

Frequency

Weekly release of Success Stories articles on Sunday

Timing

Launch the campaign at the beginning of the new quarter, aligning with a refreshed editorial calendar.

Channel

Email, In-App Notifications, Social Media, Push

Success Metric

1. Increase in # of articles read by a user
2. Increase in time spent on the platform

Ramp up milestones

Content Planning & Team Setup (Weeks 1-2): Identify key industries and success stories to spotlight, and assemble a dedicated content team.

Launch First Article (Week 3): Publish the first Success Story, promote via notifications and email, and monitor engagement metrics.

Content Calendar & Formats (Week 4): Develop a weekly release schedule and introduce diverse formats, such as infographics and videos.

Feedback & Iteration (Week 5-6): Collect user feedback, adjust the content approach based on preferences, and conduct A/B testing to optimize engagement.

Continuous Improvement (Ongoing): Regularly review engagement metrics, adjust the strategy as needed, and keep the content fresh and diverse to sustain user interest.

​

Churn Reason

Users feel that the subscription cost is not justified by the perceived value.

Negative Action

Users delay or skip renewal/purchase, citing a lack of sufficient value for the cost.

Rationale

Addressing value perception can increase retention by reinforcing the benefits of subscribing and enhancing user satisfaction.

Segment

Core, Casual

Goal

Increase renewal/purchase rates by enhancing perceived value and offering tangible benefits for continued subscription.

Pitch

Core: "Unlock more value with The KEN! Renew now and enjoy an extra month of premium content on us."

Casual: "Unlock more value with The KEN! Subscribe now and enjoy an extra month of premium content on us."

Offer

Core- Renewal Bonus: Get a complimentary month added to your subscription when you renew for the next year.

Casual- Extension Bonus: Get an extension month added to your subscription when you purchase for an year.

Frequency

One-time offer at the point of subscription/renewal.

Timing

Core: Triggered 30 days before the subscription renewal date.

Casual: Triggered 7 days before the Free Trial end date

Channel

Email, In-App Notifications and Push

Success Metric

Higher renewal rates, Higher conversion rates, reduced churn due to cost, and positive user feedback on the renewal/subscription process.

Ramp up milestones

Eg for Core Users:

Initial Launch (Week 1-2): Roll out the Renewal Bonus offer to users whose subscriptions are expiring in the next 30 days.

Monitor and Gather Feedback (Week 3-4): Track renewal rates and collect user feedback on the offer.

Optimize and Expand (Month 2-3): Adjust messaging and timing based on initial data, then extend the offer to a wider user base.

Review and Scale (Month 4-6): Evaluate the overall impact on renewal rates and consider scaling the bonus program to other pricing tiers or adding more benefits.

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Churn Reason

Users cannot devote much time (15-20 mins) every day for one article.

Negative Action

Users are not able to complete the long-form stories due to time constraints.

Rationale

Providing content recommendations based on users' available time will help users stay engaged by delivering relevant articles that fit their schedule.

Segment

Core, Power

Goal

Increase user engagement by offering content recommendations tailored to the time users have available, leading to higher retention and satisfaction.

Pitch

Pitch 1: Got 5 minutes? Read this quick insight"

Pitch 2: "Have 10 minutes? Here’s an in-depth analysis!

Offer

Personalized Time-Based Recommendations: A feature that suggests articles based on the amount of time users indicate they have available.

Flexible Reading Options: Users can select their preferred reading time (e.g., 5 minutes, 10 minutes, 15 minutes) and receive content that fits within that timeframe.

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Frequency

Daily

Timing

Launch between late mornings and afternoons with ongoing daily updates based on user time preferences.

Channel

Email, In-App Notifications

Success Metric

1. Increase in # of article user reads
2. Increase in the time spent per user on platform
3. Reduced churn rates among users with time constraints.

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Ramp Up Milestones

1. (Week 1-2): Release the Custom Time-Based Recommendations feature to a small group of users for feedback.
2. (Week 3-4): Track engagement metrics and collect user feedback to refine the feature.
3. (Month 2-3): Adjust recommendations based on feedback and expand availability to a larger user base.
4. (Month 4-6): Evaluate the overall impact on user engagement and retention, and consider adding additional customization options or integrating with other features.

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Churn Reason

The KEN users feel that the content is very data-oriented and neutral, lacking a critical or spicy viewpoint.

Negative Action

Users are disengaging or unsubscribing due to dissatisfaction with the perceived lack of opinionated or engaging content.

Rationale

Users who seek more engaging, opinionated, or critical analysis are dissatisfied with the current neutral tone. Introducing content with diverse perspectives can address this and re-engage users.

Segment

Core, Power

Goal

Re-engage users by introducing content that incorporates critical viewpoints and more engaging perspectives, offering a balance to the neutral data-oriented content.

Pitch

"Data Meets Viewpoints- content that challenges conventions and sparks thoughtful debate"

Offer

Critical Insights Series: Access to a new content series featuring opinionated analyses, critical viewpoints, and engaging perspectives on trending topics.

This Series will be around controversial topics like: Swiggy vs Zomato, Gpay vs PhonePe where detailed commentaries will be a part of the story.

Frequency

Weekly once- every Friday

Timing

Launch the campaign immediately, with weekly releases of the Critical Insights series.

Channel

Email, In-App Notifications, Push

Success Metric

Return Rate of Churned users, time spent on critical insight series