Daily Mail owner launches portal to get closer to customer needs

Mail Newspapers, the publisher of The Daily Mail, Mail on Sunday and Mail Online, is launching MyMail, a new customer portal aimed at improving customer experience and corralling data to assess the lifetime value of its readers across its product range. 

MyMail
Mail launches new customer portal to get more sophisticated in understanding the lifetime value of readers.

The new portal goes live later this month and aims to develop a deeper relationship with customers and improve experience and convenience by pulling all products and services into MyMail.

The Mail Rewards loyalty scheme, e-commerce sites for travel, home and garden, financial services as well as access to sign up for the tablet edition of Mail Pus and beauty box subscription service via YOU magazine, will all come under the new portal. 

Roland Agambar, chief marketing officer at parent DMG Media, formally Associated Newspapers, told Marketing Week: “I’d be chuffed to get to a million [Mail Rewards] users but really it’s about the engagement levels.

“What’s more important is that we take people currently booking travel holidays and get them doing something else.”

The launch of the portal will also see The Mail look to improve the business through data.

Agambar adds: “The number that we aren’t sophisticated enough on yet is around lifetime value and that is what we are doing next. We will now have enough data to start the conversation around what is a customer worth to us.”

Advertisers will benefit from this as the newspaper aims to capture and provide data about buying preferences, purchases and demographic of all readers, which will now be gathered by one analytics team.

This will provide “bespoke, smaller and more enagaged” audiences.  

The Mail Rewards Club, which has 900,000 members, 330,000 of which are active every month, will also see slight changes as it moves over to the new portal.

The scheme works on a points for rewards basis by entering unique codes printed on the back of newspapers. 

Users will benefit from new features involving a tiered system to reward the Mail’s most loyal consumers with gold membership giving them access to 2 for 1 cinema tickets and free membership to the 2 for 1 dining club Tastecard.   

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