How publishers can grow their audience and build loyalty with zero- and first-party data
Building a loyal, engaged audience starts with first- and zero-party data, but collecting data isn’t enough. Sailthru by Marigold and Marigold Grow help publishers turn insights into personalized reader experiences, higher opt-in rates, and stronger retention.
Discover how leading publishers are using data to drive engagement and long-term loyalty.
Today’s publishers face a growing challenge: building and maintaining direct relationships with their readers in a rapidly evolving digital landscape. With third-party cookies fading and privacy regulations tightening, traditional audience growth tactics are becoming less effective. At the same time, readers expect more control over their data and more personalized experiences.
To succeed, publishers must go beyond passive audience acquisition and focus on creating meaningful, long-term connections. This means using zero- and first-party data to capture opt-ins and build trust, engagement, and loyalty at every touchpoint.
Without a clear audience growth strategy, publishers risk losing readers to competitors who better understand and engage them.
Why it matters:
Instead of making assumptions about what readers want, publishers can use declared preferences to create more relevant, engaging experiences – leading to higher retention, stronger trust, and long-term loyalty.
A strong email and subscriber list is critical for publishers looking to future-proof their audience growth. But getting readers to opt in requires more than just asking. It demands a compelling reason to engage.
Why do readers opt-in? Beyond incentives, trust and relevance play a crucial role.
Hypothetical Example: A media company could use Sailthru’s AI-powered segmentation to analyze reader behavior and identify engagement patterns. For example, it could find that readers who finish three or more long-form articles are significantly more likely to subscribe. With this insight, they could trigger a personalized opt-in prompt at the right moment, increasing sign-up rates.
Why it matters:
Readers won’t opt in unless they see real value. According to Marigold’s 2025 Consumer Trends Index, 68% of consumers are willing to pay more for brands they love, yet 37% have switched brands in the past year. Personalization builds reader loyalty, reducing churn and increasing retention.
Most publishers collect audience data, but few effectively use it to create meaningful, lasting reader relationships.
Sailthru by Marigold + Marigold Grow makes it easy to turn passive website visitors into engaged subscribers without adding complexity.
Engagement-triggered experiences – Send personalized newsletters, follow-ups, and recommendations based on real behavior.
Modern consumers are more protective of their data than ever, but they’ll share it if they trust how it’s being used.
Growing a subscriber list is just the first step. Publishers need to nurture those relationships with data-driven engagement strategies.
Why it matters:
Most publishers fail to act on the data they collect. Sailthru by Marigold + Marigold Grow makes it easy to turn insights into meaningful, loyalty-building experiences.
The media landscape is shifting to membership-driven models. Instead of focusing purely on traffic, publishers are investing in reader relationships.
Building an engaged, loyal audience starts with a data-driven strategy. Learn how consumer behavior is shaping audience engagement and retention in 2025.