How Daily Mail uses Subsets to run retention experiments faster

Subsets has become part of Daily Mail’s retention workflow as a testing layer for lifecycle campaigns.

As their retention team shared at the SubscriptionX 2026 platform, Subsets helps them run control-versus-test experiments, launch campaigns quickly, and understand results almost instantaneously. They can also cut subscriber data by the signals that matter to retention, including declining engagement, price points, and lifecycle stage.

That level of visibility changes how retention work gets done. The team can see which subscribers responded, which treatment changed behavior, and which audience deserves the next test.

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Daily Mail has now run more than 100 experiments on the Subsets platform. Across selected experiments, the team has seen:

• +14% increase in 30-day engagement
• +32% increase in customer lifetime value

The work reflects a strong culture of data-driven retention. Instead of relying only on broad campaign reporting, the team can test specific treatments against specific subscriber conditions and use the results to guide the next decision.

We’re proud to support the Daily Mail team as they continue building a more experimental, data-led approach to retention. 

If your business is looking for an always-on experimentation engine for subscriber retention, talk to our team today.