Gordon Smith, newsletter editor of the Financial Times, writes for Journalism.co.uk writes about how the FT uses polls to engage readers and add subscribers.
Smith writes, “We have also used polls to reach younger, less traditional audiences. The award-winning FT Edit app launched a new daily newsletter last year, and it includes a poll to run alongside one of eight featured stories. Some of the topics that have resonated with readers include working life and personal finance. A poll in November was even used to guide coverage during a books event, with readers asked to select a topic they wanted covered in the newsletter.
“Finally, polls help to reinforce how valuable our specialist newsletters are at retaining subscribers.
“Reader surveys regularly reinforce the view that newsletters like Europe Express Weekend, which is dedicated to European politics, and Inside Politics, covering Westminster, are the reason many subscribers continue to pay for the FT.
“These newsletters have a very loyal readership who are well-informed and keen to share their opinions, demonstrating their knowledge of the subject area. Polls in these newsletters regularly record engagement rates above 75 per cent and are some of the most successful links in any of our newsletters.”
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