One of the country’s biggest publishers has reached the significant milestone of registering five million registered customers across its news sites, newsletters and other websites and products.
Reach, which is the publisher behind the Irish Mirror and the recently acquired Irish Daily Star newspapers in addition to a number of of digital news sites, revealed its Customer Value Strategy in February last year via ‘Reach ID.’
The Reach ID provides data and customer insights of a user’s activity across Reach sites and is being used in a series of trial advertising campaigns, with early results showing “there is a clear opportunity to increase yields from advertising campaigns by offering a more data-led approach”, says Reach’s Chief Executive Officer, Jim Mullen.
He added: “With customer registrations significantly ahead of our initial target at 5 million, and our digital revenues continuing to go from strength to strength, we are now focused on the next phase of our strategy, which will utilise enhanced data and insights with the Reach ID being key to that.
“We are pleased to deliver the Reach ID, our proprietary customer insight platform, and we will continue to build on the potential of the Reach ID during 2021 with customer insights driving new product innovations and commercial partnerships, offering enhanced value to advertisers through improved returns on campaigns and driving even greater engagement with our content,” he says.
The Reach Customer Value Strategy builds on the company’s leading scale audience right across the UK and Ireland. In October last year, Reach’s Irish websites set a new collective record of 92.2 million page views that month, excluding page views on the apps.
Commercial Director Jonathan Eakin said: “Customer registrations have been a key focus for Reach as these are the first step to securing insights into customer behaviour. This data is then used to drive improved customer experiences and to offer opportunities to brands to adopt better-targeted campaigns, customer offers and commercial partnerships.
“Achieving the 5 million registration milestone is a major step towards reaching our target of 10 million by the end of 2022. Registered customers already show increased loyalty and engagement with Reach sites as they respond to newsletters and updates, access any of our websites or register for the opportunity to comment on news stories.”
In December, Reach announced that Neil Leslie would take over as the Editor of the now Reach-owned Irish Daily Star newspaper at the turn of the year, with Leslie saying at the time he is “delighted to be returning to what I know from experience is a first-class team of journalists and a great paper.”