Case Study: Financial Times transforms email engagement with Bird (formerly MessageBird)

Delivering Greater Engagement for the Financial Times

The Financial Times, a leading global business publication, needed a better way to manage its growing email operations as digital subscriptions expanded. By 2015, its email messaging was split across multiple external vendors, creating higher costs, inconsistent customer experiences, inaccurate analytics, and difficulty maintaining customer preferences. FT wanted a unified, internal shared email service, and turned to Bird (formerly MessageBird) for the email delivery infrastructure.

Bird (formerly MessageBird), through its SparkPost email delivery platform, provided FT with an API-first solution that supported deliverability, reliability, uptime, and strong analytics. FT tested SparkPost against other providers, then upgraded to Enterprise service for TAM support and SLAs. As a result, most of FT’s subscriber email—including editorial and marketing messages—is now delivered through Bird, helping the company focus on strategic customer experience improvements while Bird handles the complexity of email delivery.

Financial Times

Andrew Snead

Technical Lead