Overview 

As part of its broader digital transformation, Kathimerini revamped its newsletter strategy to deliver a more tailored, high-value experience for readers. By leveraging Piano’s newsletter functionalities and data analytics tool like Activation Insights, the publisher shifted from a one-size-fits-all approach to a personalized and segmented strategy that drove user engagement, grew its subscriber base, and deepened audience loyalty. 

Metrics

+1400% increase in newsletter-driven sessions

25x growth in newsletter subscriber base

About Kathimerini 

Kathimerini is one of Greece’s leading daily newspapers, known for its authoritative journalism and in-depth reporting. Founded in 1919, the publication has a long-standing reputation for editorial excellence and balanced coverage across politics, economy, culture, and international affairs. Its digital platform, Kathimerini.gr, serves a global Greek-speaking audience, combining trusted news reporting with a growing portfolio of digital-first offerings, including subscriptions, newsletters, and multimedia content. 

Challenge

Before 2023, Kathimerini’s email strategy was limited to a small number of general newsletters sent to its full list of subscribers. The lack of personalization and segmentation meant readers received broad updates, often misaligned with their individual interests. As a result, Kathimerini couldn’t further engage with its broad audience base to enhance brand loyalty.  

Solution 

With the launch of its digital subscription model, the team saw an opportunity to rethink how newsletters could support audience engagement, retention, and conversion goals—while also turning email into a stronger owned channel for content distribution.

Expanded Newsletter Portfolio 

New thematic newsletters were introduced, covering everything from business and culture to investigative reporting and health. Free newsletters were made available to registered users, while premium newsletters were created exclusively for subscribers.

Personalized newsletter content based on reader preference

The starting point is understanding the audience. With the in-depth data insights generated from Piano’s data analytics dashboard, Kathimerini tailored content based on user behavior and preferences. Registered users received newsletters aligned with their interests, while subscribers gained access to exclusive insights curated just for them. Piano’s AI-driven content recommendations further enhanced relevance and engagement. 

Seamless Implementation & Onboarding

Seamless integration of Piano with Kathimerini’s CMS enabled the editorial team to efficiently manage the expanded newsletter lineup. Custom development also connected Piano Composer with Triggered Newsletters via API to support personalized onboarding sequences for both registered users and subscribers: 

• For Registered Users: A nurturing sequence introduced the value of registration, encouraging deeper engagement and eventual subscription. 

• For Subscribers: A “Getting Started” series welcomed new subscribers, introduced premium features, and included a message from the Editor-in-Chief to reinforce brand connection. 

 Results

Kathimerini’s shift from a generalized to a data-driven newsletter strategy delivered strong outcomes: 

• Audience Growth: The newsletter subscriber base grew from 10,000 in March 2023 to 250,000 (2400%) by March 2025. 

• Traffic Increase: Sessions from newsletters surged by 1,400% over the same period. 

• Stronger Engagement: Personalized content and author-specific newsletters drove higher open and click-through rates. 

• Subscription Impact: Premium newsletters became a compelling benefit for subscribers, supporting both acquisition and retention. 

• Brand Loyalty: Regular, relevant communication helped establish email as a trusted and high-impact channel for reader engagement.