How HT Digital Mastered Real-Time News Personalization and Engagement with MoEngage | MoEngage
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MEDIA & ENTERTAINMENT | ENGAGEMENT

How HT Digital Mastered Real-Time News Personalization and Engagement with MoEngage

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Significant Boost

in Retention Rates

Higher CTR

on Breaking News Push Notifications

HT Media
About HT Digital

HT Digital is a prominent global news publisher, delivering high-volume content across diverse categories like political news, personal finance, and sports.

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MoEngage is a powerful CRM that enables us to engage consumers in real-time with personalized creatives and tailored landing pages. The new Warehouse Segments feature links all our data, making campaigns more cost‑efficient and unlocking greater potential from that data.

Tushar Garg

Head of Marketing & User Growth, HT Digital

Business Challenge

HT Digital faced the strategic challenge of managing its massive, real-time communication load without causing user fatigue. The team needed to:

Achieve Hyper-Personalization: Deliver high-volume news alerts based on specific, diverse user preferences to drive engagement and retention, rather than generic notifications.

Drive Monetization and Reactivation: Create effective cross-channel journeys to upsell paid products to registered users and successfully reactivate users who had become dormant.

Optimize Data Strategy and Costs: Leverage all available user behavioral data for granular targeting while mitigating the significant event ingestion costs associated with a high-traffic news platform.
MoEngage Solution

HT Digital utilizes MoEngage's omnichannel flows and deep segmentation capabilities to execute its winning strategy for real-time engagement and monetization.

Hyper-Personalized Push: HT Digital acts as a digital concierge, instantly guiding readers to their preferred categories—like finance or sports—using tailored creatives and landing pages.

Omnichannel Re-engagement: When readers go quiet, the strategy shifts seamlessly to Email and WhatsApp to reactivate dormant users and introduce registered readers to premium, paid products.

Behavioral Flows: By mapping specific user attributes and events, they orchestrate automated "journeys" that ensure every message feels like a natural next step based on recent activity.

Scalable Data Strategy: They balance performance with cost-efficiency by leveraging a 60-day behavioral window and moving toward Warehouse Segments to unlock full data potential without high ingestion costs.

Products Used

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Custom Segments

Create easy-to-use cohorts based on behavioral, funnel, and RFM analysis.

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Customer Insights & Analytics

Create omnichannel, personalized experiences using AI-powered insights and analytics.

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Customer Journey Orchestration

Create unique, seamless experiences at every stage of your customer’s journey.

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Push Notification

Reach customers at the right time using AI-powered, targeted, push notifications.

Results
  • High-Volume Engagement: Achieved high-frequency news delivery via Push Notifications without increasing uninstall rates.
  • Omnichannel Reactivation: Successfully used Email and WhatsApp to re-engage dormant users and drive paid product upsells.
  • Behavior-based Targeting: Leveraged 60-day behavioral data to deliver hyper-personalized content based on specific user interests.
  • Automated User Journeys: Streamlined the conversion path from casual readers to registered subscribers using MoEngage Flows.
  • Operational Cost-Efficiency: Optimized data costs by leveraging Warehouse Segments and API syncing for large-scale datasets.

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