How publishers can use data to drive revenue and engagement

GUIDE

With third-party cookies fading and acquisition costs rising, publishers need a smarter, data-driven approach to engagement and monetization. Sailthru by Marigold and Marigold Grow help publishers activate first- and zero-party data to build stronger audience relationships, increase conversions, and optimize ad revenue—without adding complexity.

Discover how leading publishers are turning data into sustainable growth.

The role of data in modern publishing

Data is essential for today’s publishers. As third-party cookies subside and reader acquisition costs continue to grow, first- and zero-party data provide the foundation for sustainable revenue and stronger audience relationships. But data alone isn’t enough. Publishers need the right tools and strategy to activate it.

According to Marigold’s 2025 Consumer Trends Index, loyalty is volatile: 37% of consumers have switched brands in the last year, and 68% are willing to pay more for brands they love. This reinforces the need for publishers to use data-driven strategies that drive opt-ins and maximize engagement and revenue. By personalizing offers and content, publishers can foster long-term loyalty, deepen their relationships with readers, and ultimately increase revenue.

That’s where Sailthru by Marigold and + Marigold Grow comes in. Our cross-channel marketing automation and zero-party data capture help publishers unify, analyze, and leverage audience insights to deliver personalized experiences that drive engagement, increase conversions, and grow revenue, all without adding complexity or reliance on technical teams.

Using data to drive paid reader relationships

Subscriptions, paywalls, and direct audience monetization are central to modern publishing. However, to truly maximize these revenue streams, publishers must leverage data-driven personalization. By turning insights into targeted offers and strategies, publishers can effectively drive subscriber growth. Here’s how they can use data to achieve this:

Personalized subscription offers

Behavioral data (e.g., frequency of visits, content consumption patterns) helps tailor subscription offers to individual readers.
Sailthru’s AI-powered personalization ensures the right offer is served at the right time, which leads to increasing conversions.

Retention strategies to reduce churn

Predictive analytics flag at-risk subscribers before they leave.
Automated engagement journeys (personalized newsletters, exclusive content, re-engagement offers) keep readers engaged.
Renewal reminders reduce churn by keeping subscribers engaged and preventing lapses in service.

Why it matters:

Without a strong data activation strategy, publishers risk losing money. We make it easy to optimize subscription and retention efforts at scale.

Optimizing ad revenue with smarter audience segmentation

For publishers relying on advertiser-backed revenue, scale isn’t enough. It’s all about relevance. First- and zero-party data allow you to create high-value ad placements that drive better results for advertisers and higher yields for publishers.

Contextual targeting without third-party cookies

With privacy regulations tightening, publishers must rely on first-party and zero-party data to deliver targeted advertising.
Sailthru’s in-newsletter ad targeting enables publishers to serve relevant ads based on reader behavior and preferences.
Robust consumer profiles centralize first- and zero-party data, allowing for more precise audience segmentation and monetization.

Advertiser-backed personalization

Marigold Grow captures zero-party data and opt-ins through interactive experiences (live polls, guided selling, preference centers) to enhance opt-ins and the precision of ad targeting.

Exclusive, high-value ad experiences

Dynamic sponsored content, interactive quizzes, gamification, and branded surveys powered by Grow help publishers create premium paid placements.

Why it matters:

Publishers can’t afford to rely on outdated ad models. Sailthru + Marigold Grow provides privacy-compliant, data-driven solutions that make ad inventory more valuable.

Automating personalization to boost engagement

Lean teams can’t manually personalize content for every reader, but with AI, automation, and machine learning, publishers can deliver highly relevant experiences across channels.

AI-powered recommendations

Sailthru surfaces personalized content suggestions based on reader behavior, increasing engagement and time on site.

Behavioral email and SMS triggers

Automatically send re-engagement emails, subscription renewal nudges, or alerts when a reader abandons an article.

Real-time content adjustments

AI-driven analytics enable on-the-fly content placement and call-to-action optimization based on audience behavior, including open-time personalization for dynamically tailored experiences at the moment of engagement.

Why it matters:

Manually personalizing content isn’t scalable. Our automation and AI-driven tools make it easy for publishers to engage audiences without added workload.

Data-driven content strategies for higher engagement

Successful publishers don’t just create content, they analyze and optimize it. With the right insights, editors and marketers can refine strategies to maximize impact.

Smarter decisions with analytics and testing

Sailthru tracks key engagement metrics (views, clicks, bounces, etc.) to reveal which content resonates. It can also distinguish between real activity and bot or non-human interactions to provide a realistic view of performance.
A/B testing on headlines, email subject lines, and more helps refine messaging for maximum impact.

Better data, better segmentation

Customers volunteer their data through Marigold Grow’s interactive experiences (polls, games, quizzes), helping publishers understand reader preferences directly from the source.
Data-driven segmentation enables precise audience targeting, ensuring each subscriber gets the most relevant content.

Open-time personalization for stronger engagement

Open-time personalization ensures emails and content update dynamically at the moment of engagement, delivering hyper-relevant experiences.
Live timers, personalized offers, and contextual recommendations and interactions make messages feel immediate and tailored to each reader.

Why it matters:

Better data = better content. Sailthru equips publishers with actionable insights to refine editorial strategies and maximize audience loyalty.

Overcoming data challenges in publishing

Despite the benefits of a data-driven approach, many publishers struggle with:

Data silos across different platforms

Sailthru unifies audience data into a single customer profile, eliminating fragmented insights.

Privacy & compliance concerns

Grow ensures transparent, compliant data collection under GDPR, CCPA, and other regulations.
By collecting zero-party data directly from readers, Grow ensures authenticity and reduces reliance on third-party cookies, critical for media companies and advertisers traditionally dependent on third-party data.

Resource constraints

Automation and AI-driven solutions make it easy for lean teams to execute data-driven engagement strategies at scale.

Why it matters:

Publishers need simple, powerful technology. Marigold Grow provides the tools and expertise to make data work for them.

Final thoughts:

The future of data in publishing

For publishers, data is a competitive advantage.

The right strategy fuels:

Stronger subscription and retention models
Smarter, high-value monetization
More engaging, personalized reader experiences

With Sailthru by Marigold and Marigold Grow, publishers can turn data into lasting reader relationships and long-term revenue.