Newsletter becomes dialogue: How the ‘Times’ activates readers with polls

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.

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.

Read our article for all insights.