Telegraph starts subscriber rewards scheme
Telegraph Media Group (TMG) has introduced a new loyalty programme for Daily Telegraph subscribers.
TMG says the Telegraph Subscriber programme will add value to the UK newspaper’s current subscriber package. It has been developed and implemented by TMG’s loyalty director, Graham Horner, who joined the company in 2009.
The Daily Telegraph has over 340,000 subscribers.
As part of the programme subscribers receive a Telegraph Subscriber loyalty card that can be used at a selection of high street stores, restaurants, hotels and other locations to receive special offers, such as a complimentary coffee or bottle of wine. Partners already signed up to the programme include British Horseracing, Carluccio’s, Debenhams, Hand Picked Hotels, Imperial War Museum and P&O Ferries.
Telegraph Subscriber also offers access to an exclusive calendar of events, which will range from an evening hosted by the Telegraph’s food writer Xanthe Clay to a VIP night at a West End theatre production with an introduction from Sarah Compton, Arts Editor of The Daily Telegraph.
Subscribers will also receive benefits within the paper such as a 50 per cent discount off announcements including births and marriages; and access to digital applications and merchandise, including electronic greeting cards, from the Telegraph’s award-winning cartoonist Matt.
An area on Telegraph.co.uk has been created for subscribers who can access through a log-in and see the upcoming subscriber events and ongoing partnership offers.
TMG says Telegraph Subscriber has been developed through extensive research, focus groups and questionnaires to find out how best to engage with the subscribers and establish what they perceive to be of benefit or value to them. The research found that the Telegraph’s subscribers, who are affluent, time-rich and discerning, appreciate good value but are not price driven.
Graham Horner, Loyalty Director at TMG, commented: “Over the past six months my team has been focussed on creating a programme for our subscribers which will give them many more benefits, over and above the current discount they receive on their newspaper. We felt that it was really important, with such a strong base of subscribers, to give them something back in return and for no extra cost.”