Financial Times
Customer retention strategy

Devising a bold communication approach that demonstrates real value to the FT’s target audience. Delivering greater creative impact across all communications with clear calls to action targeted at the preferences of each subscriber.


An incredible £26k+ saving in subscription revenue and an 17% reduction in cancellation rates, exceeding all project objectives. There was also a 12% increase in online engagement and an 18% reduction in revenue loss through cancellations. The project was awarded a Gold DBA Award for design effectiveness.


We were tasked with creating a new approach for the FT’s ‘Renewals and Step Up’ communications to increase customer retention, reinforce the value of a subscription and reduce the ‘bill-shock’ effect: high volumes of cancellations after renewal payment has been taken.


Drawing on customer insights we devised a bold communication approach to demonstrate value to the FT’s audience. Emails were redesigned in distinct ‘blocks’, making them easier to scan. A bold, distinctive, illustrative style complemented the overall approach.

Financial Times communications design
Financial Times email design
Financial Times messaging
Financial Times email design

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