Daily Mail
The Client
The Daily Mail is one of the UK’s largest and most influential media brands, with a broad digital readership across MailOnline and the newly launched Mail+ subscription platform.
The Challenge
Despite having a wide audience, the Daily Mail’s newsletter proposition was underperforming — with low sign-up volumes, poor visibility, and no clear internal ownership. However, the team recognised the potential of newsletters to boost user engagement, increase subscriber acquisition, and support long-term retention. To meet their business-cased revenue targets, they needed a strategy that could accelerate newsletter audience growth and overhaul the creative and operational approach.
Our Solution
We delivered a comprehensive newsletter strategy in just 7 weeks, focusing on two key areas:
Audience Growth
We identified opportunities to scale newsletter acquisition through improved first-party data capture and smarter use of owned channels. We defined how to promote the new newsletter proposition, mapped launch communications, and developed a lifecycle strategy for newsletter subscribers.
Implementation
We built the operational foundation needed to scale, including recommendations for content management, preference centre requirements, rollout plans, testing strategy, and measurement. We also defined the key technical dependencies and created a detailed action tracker to support go-live.
Alongside this, we led the creative direction for the refreshed newsletter suite – developing brand concepts and designing a complete set of model templates and layout systems.
Our Output
- Newsletter growth and lifecycle strategy, including acquisition and onboarding plans
- Full go-live implementation plan, with requirements across tech, testing, tracking, and preference management
- Reporting and measurement brief
- Design direction and creative templates for a new, scalable newsletter suite