Publisher Grows Its Subscription Funnel Thanks to Data and Campaign Expertise

Leinfelden-Echterdingen/Stuttgart, July 31, 2026 – Every media product has its own target audience. What works for a regional daily newspaper is by no means guaranteed to be successful for specialized information or digital offerings.

For the U+U Group—which publishes, among other titles, the *Staatsanzeiger* and the *Ludwigsburger Kreiszeitung*—the challenge was to precisely reach the relevant target audiences for subscription and marketing campaigns. After all, the success of a campaign depends on addressing precisely those people for whom the respective offer is actually relevant.

For over two years, Capaneo has been supporting U+U with data-driven target audience selection, thorough data cleansing, and target-audience-specific email campaigns. This results in highly tailored campaigns based on high-quality data, aligned with U+U’s requirements and goals.

Challenge

In the publishing industry, the success of subscription and marketing initiatives depends on how effectively the target audience is addressed: Different media products (print, digital, specialized information) require clearly defined target audiences and tailored communication strategies.

For U+U, the focus was therefore on:

• to target private households precisely
• to reach relevant B2B target audiences (companies, public institutions, decision-makers) in a structured manner
• Reducing wasted reach and scaling campaigns in a predictable manner

Solution: A combination of data, quality, and campaign support

Capaneo supports U+U with a data-driven approach that seamlessly combines consumer and B2B targeting.

Target audience selection based on individual criteria
Selection of consumer and B2B addresses based on, among other things:

• Region and Catchment Area
• Industries and Company Characteristics
• demographic factors
• Potential for Use / Relevant Segments

Data Quality as a Key Success Factor
All data is systematically checked and cleaned in advance—including to identify people who have moved, deceased individuals, duplicates, and those who have opted out of advertising
–> Result : higher deliverability and lower wastage.

Supplementary Email Campaigns
In addition to providing data, Capaneo implements target-audience-specific email campaigns to further increase reach and response rates.

Flexible Implementation & Reliable Delivery
U+U receives the required address lists in compliance with data protection regulations and on time—tailored to the campaign objective, product, and region.

Added Value for U+U

This partnership provides U+U with a scalable foundation for successful campaigns:

• More precise targeting of audiences in the consumer and B2B sectors
• Measurably better campaign performance:
• Double-digit percentage increase in response rates
• A significant reduction in the return rate, accompanied by a sustained increase in the delivery rate
• Significant growth rates in conversion within the subscription funnel
• Reduced wastage thanks to verified and cleaned data
• Flexible scalability across products, regions, and campaigns
• A reliable data foundation for long-term marketing and sales planning

Conclusion

With Capaneo as its data and campaign partner, U+U enhances the effectiveness of marketing and subscription campaigns. Through precisely selected consumer and B2B data, along with accompanying email campaigns, the company is able to effectively reach relevant target audiences—efficiently, scalably, and sustainably.

“Capaneo has been providing us with reliable support for over two years in targeting our readers and business customers. Carefully selected consumer and B2B data, along with accompanying email campaigns, form the foundation of our successful marketing efforts.”

Matthias Rühle
Head of Reader Market, Reader Services, and Customer Center, Ludwigsburger Kreiszeitung