SUCCESS STORY
Newsletter becomes dialogue: How the ‘Times’ activates readers with polls
The Red Box newsletter uses polls to engage readers and encourage long-term retention.
Since 2017, The Times of London has been a pioneer: they were the first to integrate polls directly into their ‘Redbox’ newsletter, long before the format became standard. Under the leadership of political editor Matt Chorley — who provides sharp-tongued commentary on the results in the follow-up edition — the format has become a trademark. In 2020, Chorley was named Digital Journalist of the Year by the London Press Club in recognition of his community successes.
SUCCESS STORY
Newsletter becomes dialogue: How the ‘Times’ activates readers with polls
The Red Box newsletter uses polls to engage readers and encourage long-term retention.
Since 2017, The Times of London has been a pioneer: they were the first to integrate polls directly into their ‘Redbox’ newsletter, long before the format became standard. Under the leadership of political editor Matt Chorley — who provides sharp-tongued commentary on the results in the follow-up edition — the format has become a trademark. In 2020, Chorley was named Digital Journalist of the Year by the London Press Club in recognition of his community successes.
The problem
Newsletters often end up unread in the inbox, or recipients scroll through them carelessly.
The Times wanted to encourage passive readers to become active users and introduce them to its wider range of offerings.
The solution
The Red Box newsletter uses Opinary polls, which allow readers to vote directly in the newsletter. This ensures they receive suitable content, such as Times Radio, exclusive articles, live reader events and additional subscription offers.
The poll is so popular that readers complain if it is missing from the newsletter.
The Result
More clicks, more proximity to the brand, higher conversion. Red Box became a role model – publishers from FT to iNews to MSNBC are adopting the concept.
The problem
Newsletters often end up unread in the inbox, or recipients scroll through them carelessly. The Times wanted to encourage passive readers to become active users and introduce them to its wider range of offerings.
The solution
The Red Box newsletter uses Opinary polls, which allow readers to vote directly in the newsletter. This ensures they receive suitable content, such as Times Radio, exclusive articles, live reader events and additional subscription offers.
The poll is so popular that readers complain if it is missing from the newsletter.
The result
More clicks, more proximity to the brand, higher conversion. Red Box became a role model – publishers from FT to iNews to MSNBC are adopting the concept.
What works
Polls have consistently been the most clicked element in the newsletter for years:
40-50% Engagement Rate – over 20× above industry average
After voting, many readers go on to access the offered content:
4.83% CTR — approx. 10x above average.
Short, annotated categorisations in the follow-up mail pick up on the results –
and bring readers back.
Polls also accompany live events such as Times Talks.
What works
Polls have consistently been the most clicked element in the newsletter for years: 40-50% engagement rate – over 20× above industry average
After voting, many readers go on to access the offered content: 4.83% CTR — approx. 10x above average.
Short, annotated categorisations in the follow-up mail pick up on the results – and bring readers back.
Polls also accompany live events such as Times Talks.
About Opinary
Opinary, founded in 2016 and a subsidiary of the US-Indian ad tech company Affinity Global since 2023, enables digital publishers and advertisers to activate and convert their target groups in a scalable manner and gain exclusive first-party data. Opinary’s offerings are used by over 160 online publications and more than 360 global companies, reaching over 120 million users monthly.
Do you want learn more about how to interact with your readers, while leveraging Opinary’s approach to First-Party Data sourcing? Arrange your free consultation now.