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Fairfax email campaign targets subscriber loyalty

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Fairfax Media has launched a new digital campaign targeting the inbox of subscribers to encourage them to maintain their subscription.

The email retention campaign titled “A line from the front line” highlights the journalism in metro mastheads The Sydney Morning Herald and The Age. The campaign features high profile reporters recounting their experiences breaking some of Australia’s most influential stories.

The campaign, developed in partnership with M&C Saatchi’s LIDA Australia, began with SMH investigative journalist Kate McClymont and The Age’s chief football writer Caroline Wilson.

Fairfax chief marketing officer, Michael Laxton, said the campaign was about acknowledging the importance of readers.

Portrait of Michael Laxton, Chief Marketing Officer, Fairfax Media. Photographed Friday 14th July 2017. Photograph by James Brickwood. SMH NEWS 170714
Chief marketing officer of Fairfax Media, Michael Laxton, said the campaign was a thank you to loyal readers. PHOTO: James Brickwood/ Supplied

“By delivering a message of thanks from our leading journalists directly to a subscriber’s inbox, we’re once again recognising our most valuable readers and the important role they play in supporting the Herald and The Age’s contribution to local communities and the national debate,” he said.

“Our subscribers have stood behind our leading news mastheads for over 186 years, and we’re continuously working with partners such as LIDA to create ever more innovative ways to connect them with the brands they love.”

The campaign was Fairfax’s first outing with LIDA, the Saatchi group’s customer engagement specialist business.

LIDA’s managing director, Victoria Curro said: “Fairfax is dedicated to accurate, quality reporting and a relentless pursuit of the truth, something they couldn’t do without the support of their subscribers. We want them to not just appreciate the product they’ve subscribed to, but feel part of its creation and mission.”

The agency will handle customer engagement for key titles The Sydney Morning Herald, The Age and The Australian Financial Review.

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