How FT expanded their use of polls across platforms

The Financial Times had run newsletter polls for over 5 years at great success and strong audience engagement, consistently demonstrating their value in retaining subscribers. 

Then they expanded their approach, rolling out polls across articles on their website and app, and launching a weekly audience poll analysed and published by the editorial team. 

This strengthened retention and aimed to build new reader habits by giving engaged audiences more ways to share their views while also reaching younger readers. 

In this exclusive case study, we show you how the FT drove tailored engagement and retention through new poll formats.