Mail Newspapers, part of the dmg group which publishes the Daily Mail, has announced the upcoming launch of a new “customer portal”, MyMail.
Capitalising on the newsbrand’s considerable audience, MyMail is an extension of the Mail Rewards Club, a loyalty programme with more than a million customers. According to the latest NRS figures, the Daily Mail has more than 23 million readers across all of its platforms.
In a statement, the company said that MyMail will host all consumer products and services for the Mail brand. From launch, the portal will include Mail Rewards, e-commerce shopping sites for travel, home & garden and financial services, and access to sign-up for the tablet edition of Mail Plus and beauty box subscription service YOU Beauty Discovery.
A new tiered membership will also “reward the Mail’s most loyal consumers with Gold Membership”, which includes benefits such as unlimited two for one cinema tickets and free membership to the dining club, Tastecard.
Mail Newspapers also said that advertisers will be able to access data about the buying preferences, purchases and demographic of Mail readers, whom they will be able to reach with “increasingly targeted” offers and information.
“The Mail already achieves an unrivalled audience reach,” said the company’s chief marketing officer, Roland Agambar. “In a world where data and targeted marketing are so vital, the extension of Mail Rewards Club into MyMail increases our ability to develop a far deeper relationship with our readers.
“We will know far more about our members and by using this data we can ensure we offer them relevant products and services which can be used both to the benefit of the customer and to our business partners.”
Partnership opportunities within MyMail include targeted promotional offers, on-site advertising, targeted email and CRM offers, as well as on-going partnerships and affiliate deals.
