Akers Avis Groruddalen builds loyalty through personalized communication

The Need for a Better Start

When Akers Avis Groruddalen reviewed how new subscribers were greeted, they discovered a gap in the initial communication. The order was registered, but subscribers did not receive a direct welcome from the publisher.

"We wanted people to receive a personal greeting from us when they ordered a subscription. A warm welcome and a natural first step in our dialogue," says Managing Director Øystein Kielland.

From Idea to Integration

The requirement was first shared with Infosoft, who quickly saw that a connection with Make would be an effective solution. The newspaper was already using Make for newsletters, and an integration would enable sending emails and SMS based on subscriber actions.

"We needed a solution that improved the subscriber experience while giving us a simpler tool for follow-ups," Øystein explains.

Make initiated the project immediately, and the integration was developed over the summer. By August, the first welcome messages were active.

How the Solution Works

When a customer orders a subscription, an automated process in Infosoft triggers and sends data to Make. Shortly after, the subscriber receives a welcome message containing:

• Purchase confirmation

• An overview of what the subscription includes

• Tips on how to access the content via the app, newsletter, or print edition

"It is a positive way to start the customer relationship. We establish contact immediately, and the customer experiences clear value," says Øystein.

Event-Triggered Communication

The welcome message is just the beginning. The integration allows for ongoing, targeted dialogue with subscribers throughout their customer journey:

• Segmented newsletters and information

• Reminders when promotional periods are about to expire

• Follow-ups that ensure clarity and predictability

"Many customers start with a promotion that later transitions to regular pricing. We believe it is best practice to keep them informed along the way, so there are no surprises," says Øystein.

Additional Communication Flows

The newspaper also plans to set up dedicated journeys for customers who change their subscription or cancel. Templates are created in Make, and delivery rules are built internally. Frequency and content are adjusted as needed.

"It works well, benefiting both the newspaper and our customers," says Øystein.

Akers Avis Groruddalen's Results After Switching to Make

• Automated welcome messages with confirmation and clear guidance

• Stronger relationships and increased subscriber loyalty

• Reminders before price changes to ensure predictability

• Simpler internal workflows with the Infosoft to Make integration

Results and Next Steps

Initial feedback shows that the solution fosters closer relationships between the newspaper and its subscribers. Customers receive clear confirmation, guidance, and updates, which builds loyalty.

"Good service, clear information, and predictability along the way. We know our subscribers appreciate this," says Øystein.

Akers Avis Groruddalen is now continuing to develop its communication further, with additional event-triggered journeys and more segmented newsletters. The goal remains clear: more satisfied subscribers and a stronger connection to the newspaper.

Key Takeaways for Akers Avis Groruddalen

• A personal welcome provides an excellent start to the customer relationship.

• The Infosoft to Make integration was quick to implement and runs seamlessly.

• Templates and event-driven workflows make daily follow-ups straightforward.

• Clear communication along the way ensures predictability for subscribers.