Daily Mail, Mail on Sunday and Mail Online Readers to Get Centralised Hub

With the aim of honing in on the lifetime value of its readers, Mail Newspapers (owner of The Daily Mail, Mail on Sunday and Mail Online) is gearing to unveil a new online portal called MyMail later this month.

By pulling all of their products and services into MyMail, it is hoped that the portal will facilitate a closer relationship with customers and gather more targeted consumer data. Advertisers will also benefit from this strategy with better information on buying preferences, purchases and reader demographics, since all data will now be gathered by one analytics team.

Products and services that will be centralised under MyMail include the Mail Rewards loyalty scheme, e-commerce sites for travel, home and garden, financial services and the beauty box subscription service via YOU magazine.

Chief Marketing Officer at parent company DMG Media, Roland Agambar, commented: "I'd be chuffed to get to a million [Mail Rewards] users but really it's about the engagement levels. What's more important is that we take people currently booking travel holidays and get them doing something else."

He added: "The number that we aren't sophisticated enough on yet is around lifetime value and that is what we are doing next. We will now have enough data to start the conversation around what is a customer worth to us."

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