Mail Rewards, Mail Online and The Daily Mail’s loyalty scheme, is set to become a key marketing focus for the title after garnering more half a million registered members since its launch in June.

The scheme, which partners with brands including M&S, Tesco and Morrisons to offer members £5 discounts on grocery shopping, free cinema tickets and free meals, claims to have 550,000 members, and 400,000 active weekly users.

The programme requires users to buy the both the Saturday and Sunday editions of The Daily Mail at least seven out of eight weeks in a row to collect a series of unique numbers.

These numbers, non-transferable and singular proof of purchase, are then entered into the Mail Rewards website. Mail Rewards can then track members’ redemptions and purchase behaviour.

The newspaper is now looking to step up its rewards offer to a seven day operation, as well as extending its proposition for commercial partners.

According to head of Mail Rewards Allan MacCaskill, 1.2m rewards have been redeemed since launch.

“These have been positive contact moments with our customers. There are lots of promotions to get vouchers and money off, the rewards we offer are free ‘no catch’,” said MacCaskill.

He added that now that the programme is “delivering the numbers”, the scheme was in a stronger position to offer greater rewards and negotiate with existing Mail Online/Daily Mail advertisers on media space.

“We can have stronger conversations. At the moment, we buy vouchers from them, but at what price can we buy them if we provide incremental services? It’s about building longer-term relationships with our existing advertisers,” said MacCaskill.

Mail Rewards is also looking to build out the “club” element of the scheme, taking a leaf out of Times+ and Guardian Extra.

“We’re conscious that they don’t feel duped into being on a mailing list, sending them offers for everything. As they become part of the ‘club’, rewards will grow,” said MacCaskill.

“Times + and Guardian Extra are schemes with benefits packages, and we see an opportunity to add this to ours, building in mechanics that add ‘clubiness’,” he added.

Mail Rewards has been driving print circulation, creating an uplift of an extra 100,000 print copies being sold on a Saturday and a Sunday. Using Mail Online as a marketing platform to host the Mail Rewards registration and information site has resulted in extra traffic to the Mail Online website, driving page impressions and online ad revenue.

“Mail Online readers might not be buying the paper but now there’s incentive to buy it on both Saturday and Sunday, and more opportunity to belong to the club. Each of them are symbiotic marketing tools for driving traffic to each other,” said MacCaskill. 

Mail Rewards is capturing user registration data and purchase behaviour to provide insight back to advertisers. It’s not leveraging the data across its digital ad network at present.

MacCaskill said, “At the moment, it’s a data capture exercise and our focus is on giving the reader experience that’s great.”

The Sun also launched a loyalty scheme, Sun Perks, earlier this year, offering readers discounts off their grocery shopping, although registration is now closed.


Published 1 September, 2011 by NMA Staff

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