The Financial Times
Driving a 24% Uplift in Engagement at The Financial Times: A Behaviour-Led Contact Strategy

The Client
The Financial Times is one of the world’s leading news organisations, recognised globally for its trusted journalism, financial insights, and in-depth reporting.
The Challenge
The Financial Times was focused on converting its growing base of registered users into paying subscribers. Having invested in Bloomreach, they needed support shifting from linear campaigns to behaviour-led journey orchestration – unlocking the platform’s full potential to booset user engagement and drive conversion.
Our Solution
We developed an in-depth Registered User Contact Strategy grounded in behavioural insight. This included mapping key user behaviours and lifecycle stages, then designing personalised journeys to support deeper engagement and increase the likelihood of conversion.
Our Output
- Designed 14 behaviour-led customer journeys tailored to user actions and lifecycle stages.
- Delivered 87 detailed briefs for email and onsite campaigns.
- Defined a robust reporting and control framework to track impact and support continuous optimisation.
The Impact
+24%
Uplift in habitual user engagement
+2%
Increase in subscriptions
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