Mail likes direct marketing after all

Industry nemesis the Daily Mail – which once ran the headline “An avalanche of junk mail” – is ramping up its own direct strategy by extending its Mail Rewards Club amid plans to boost targeted offers, on-site ads, email and CRM offers.
Mail Newspapers, part of the DMG Group which publishes the Daily Mail, plans to tap into 23 million-strong readership with the MyMail portal.
From launch, the portal will include Mail Rewards, e-commerce shopping sites for travel, home and 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.
Advertisers will also be able to access data about customer preferences, purchases and demographics, triggering increasingly targeted offers.
Mail Newspapers chief marketing officer Roland Agambar said: “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.”