MailOnline
Building the CRM Foundation for a Successful Mail+ Launch
The Client
MailOnline is the digital platform of the Daily Mail, one of the world’s largest English-language newspaper websites, known for its broad reach and loyal readership.
The Challenge
Ahead of launching its new subscription proposition, Mail+, MailOnline needed to define how CRM could support both acquisition and retention. With limited internal, the team required a clear, actionable strategy to guide rollout and ensure impact from day one.
Our Solution
We developed an end-to-end CRM strategy to acquire and retain Mail+ subscribers from launch. For acquisition, we evaluated the existing Daily Mail audience and identified propensity-based segments, tailoring campaign messaging, frequency, and channel mix across four key channels. For retention, we built a lifecycle strategy to convert trialists into engaged subscribers, with personalised onboarding and engagement flows.
Our Output
- 8 acquisition segments identified, each with a tailored launch plan based on propensity.
- 3 automated journeys designed, incorporating 20 email campaigns and 28 supporting app/web push notifications.
- Detailed list of data and capability dependencies that needed to be addressed to effectively implement the strategy.
The Impact
Our strategy supported a successful Mail+ launch, helping to achieve over 200,000 subscribers in 18 months.
From Our Client
“Ingage helped us lay the foundations for how CRM could support the launch of Mail+. They identified key opportunities, defined our approach to acquisition and retention, and delivered a practical framework we could build from. Their work gave us a strong starting point for bringing a new product to market.”
Tom Lowe
Managing Director, Digital Subscriptions, DMG Media
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