Case Study: Northwest Florida Daily News achieves $80K+ in recurring sponsorship revenue with Second Street Lab

Birthday Club Email Secures $80K+ in Sponsorship Revenue

Northwest Florida Daily News, a 20,000-circulation paper in Fort Walton Beach, Florida, wanted to grow its email database and create a new recurring revenue stream. Working with Second Street Lab, it launched a Birthday Club email campaign with birthday signup outreach and sponsor-backed offers to boost engagement and monetize its audience.

Second Street Lab helped Northwest Florida Daily News build the campaign around exclusive advertiser categories, monthly birthday emails, reminder emails, and coupon-based sponsorship packages. The result was rapid growth from 11,000 to nearly 20,000 database contacts in three months, about 1,300 new users per month, and more than $80,000 in revenue from the email campaign, with sponsors also seeing traffic from coupon redemptions.

Northwest Florida Daily News

Michele Walden

Digital Events and Promotions Manager