Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Plus Report - By Thomas Baekdal - April 2022

How publishers can get better at the "welcome experience"

The number of things that publishers should and could optimize is pretty much endless, but one thing that is often overlooked is the welcome experience.

All of us are obviously sending out an email to people when they first subscribe, and it has the standard message of "welcome, as a subscriber, you can now read all the articles ... blah blah blah". I'm guilty of this too, and it's not exactly bad, but it could be made so much better.

The welcome experience should do four things. It should:

  1. Help people get started as a reader.
  2. Highlight and direct them to content relevant to that individual.
  3. Guide people in how to effectively use what you have to offer.
  4. Facilitate getting people to set up apps, newsletters, podcasts and other services that you provide.

But this isn't all. Did you know, for instance, that the welcome experience is also about how you create the flow from subscribing to continuing with what people wanted to do.

And, the welcome experience actually starts before people even subscribe because it's something that we should design as part of the subscription experience.

The reason for this is obvious. Creating a good welcome experience is a very effective way to increase the level of trust, loyalty, and satisfaction early on. These are all elements that will help keep people subscribed for longer. Specifically, it dramatically helps reduce the 'one month churn', when people cancel their subscription only one month after they subscribed.

So, let's talk about all of this in more detail.

12% uplift in retention rates

I want to start this off with an example. Let's take a look at Zeit Online, a German newspaper which has implemented several 'welcome experience tactics' and saw a 12% uplift in retention rates from free trials to full subscribers, which they attribute to 7,000 extra subscribers per year.

They are a part of this year's INMA Global Media Awards, included on the shortlist of finalists, and you can read their entry in full here.

Their problem was that, when people subscribed, there was a very quick drop-off in engagement rates.

This 38 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   strategy   —


The Audience Relevance Model - Complete overview and guide


A guide to using AI for publishers


How to fix people's perception that climate news is not useful?


A conversion that (never) ends. Mapping publisher funnels


Addressing news avoidance will help every other element of publishing


Managing churn from start to finish