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Loyalty has its rewards: How The Telegraph goes the extra mile to build engagement


Learn how The Telegraph uses its rewards scheme to boost retention.

In March, The Telegraph launched VIP, the latest iteration of their long-standing rewards programme.

Rewards has long been a key component in The Telegraph’s subscriber retention strategy and VIP marks a significant change in direction.

In this webinar, which is sponsored by Clock, a leading loyalty and membership solutions provider to the publishing industry, James Evelegh will interview Debbie Stevens, head of marketing, retention, at The Telegraph about VIP and The Telegraph’s rewards strategy.

You will learn:

  • How rewards can boost retention
  • What is new about VIP and the thinking behind it
  • What types of rewards work well, what types less so
  • How to optimise the ‘content’, ‘UX’ and ‘discoverability’ of a rewards programme
  • Top tips for ‘rewards’ success

Who should attend: Directors, managers and senior staff with responsibility for subscriptions, audience, marketing and retention; publishing / product directors and management with responsibility for the strategic direction of their publishing brand.

This webinar was broadcast on 2.30-3pm (BST), Wednesday 5 June 2024

Presenter: Debbie Stevens

Debbie is head of marketing for subscriber retention at Telegraph Media Group. She’s responsible for all subscriber marketing communications, from the point a reader subscribes to when they churn. A key part of this is running Telegraph Extra, a loyalty programme consisting of offers, events and competitions. Earlier this year, Debbie and her team launched ‘VIP’: a tier of rewards only accessible to The Telegraph’s most valuable and loyal subscribers.

Prior to joining The Telegraph, Debbie worked for over ten years in corporate development to raise funds for the Royal Institute of International Affairs (Chatham House), Royal Academy of Arts and English National Ballet.

Moderator: James Evelegh

James Evelegh has worked in magazine publishing since 1989, and has been the editor and publisher of InPublishing since it launched in 2003. He began his career with Trinity Publishing (now DMG) and was then group circulation manager at Centaur Communications from 1994 to 1996. From 1996 to 2003, he worked as a circulation consultant to a wide range of companies including Guardian Media Group, FT Business, Euromoney, WH Smith News and Wilmington.

Watch "Loyalty has its rewards: How The Telegraph goes the extra mile to build engagement"