The TV9 Group, a prominent news network in India, needed to quickly establish an owned, direct relationship with its audience but lacked a dedicated email engagement channel. The immediate need was launching a newsletter and identifying a simple, low-friction tool that could rapidly build a high-quality subscriber base to advance their broader content access strategy.

TV9 launched an official TV9 newsletter and leveraged the Reader Revenue Manager (RRM) standard newsletter sign-up feature for implementation across both news9live.com and money9live.com.

The RRM feature allowed TV9 readers to sign up directly from their sites. They specifically utilized the Newsletter Signup features—dismissible prompts that take advantage of a one-tap sign up using a Google ID. This significantly reduces the barrier to newsletter subscription, leading to potentially higher sign-up rates compared to traditional forms. Furthermore, RRM provided TV9 the ability to strategically control how often the newsletter prompt appears to readers, enabling them to optimize frequency and timing to maximize engagement without overwhelming their audience.

The results of integrating RRM Standard Newsletter sign-ups were immediate and scalable:

Audience Growth: The TV9 Group successfully acquired over 8,000 news users within the three months of implementation, who subscribed via the RRM Standard Newsletter feature.

Efficiency: The one-tap sign-in process allowed readers to subscribe to newsletters with fewer steps, aligning with the goal of minimizing user friction.

Strategic Control: TV9 gained the ability to tailor the timing and frequency of the prompt to fit their overall reader engagement strategy, ensuring a high-quality user experience.

By implementing RRM Standard, TV9 effectively solved its challenge of audience capture, driving thousands of new subscriptions and strengthening its commitment to building a "future-ready" digital publishing business.