Case studies

How Radio Africa Group Boosted E-mail and Website Engagement using Newzmate

July 17, 2017

About Radio Africa Group

Radio Africa Group is a fast growing and dynamic media company based in Kenya consisting of six national radio stations, one TV station and a national newspaper. Their media brands include The Star and Mpasho newspapers, Kiss Television and number of Radio stations.

Here is a screenshot from homepage:

The Challenge

To communicate with the audience and keep a high level of engagement, the Radio Africa Group was looking for a solution for email marketing that could automate their email campaigns, grow mailing lists and send emails with relevant content to each subscriber.

The Solution

Radio Africa Group team prepared complex email templates with various dynamic blocks of different types of content selection based on user interest and popularity of stories.

In addition, Newzmate added on-site recommendations widgets to increase audience engagement on the website and opt-in forms to grow mailing lists for different websites (, and

At the same time, Newzmate implemented dynamic ads in the emails which were contextually and behaviorally targeted and aimed to generate additional revenue.

Below is an example of the Mpasho’s on-site recommendation widget:

The Results

    With Newzmate, The Radio Africa Group achieved the following results:

  • Avg. Session Duration - 100% improvement
  • 50% increase in conversion from visitors to subscribers + further 10% month-over-month growth of the mailing list
  • Page Views - 70% improvement
  • Complete automation of the whole workflow (mailing list growth, emails assembling and delivery process)

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