Building on the feedback of a customer survey, the newsletter's visual content and production values have been enhanced. Moving away from the familiar A4 size, the smaller, squarer format lends itself to full-page features as well as news-bites. New structure and more obvious sections strengthen the online/offline relationship. More space is given to imagery. The editorial content is more like a magazine than before, with a strong point of view, more changes of pace and touches of humour. The site architecture and navigation were developed to provide simplicity without compromising design, as well as making them easy to update.

68% of recipients believe i-fly adds value to their flying club membership.65% of recipients rate the content as very good and relevant to them.Emails are opened by 38% of recipients, with a click-through success rate of 43%.Only 1% of i-fly online recipients say they would now prefer it in an offline format.As a consequence of the success of i-fly online in the UK, Virgin Atlantic have begun producing a version of the electronic magazine for its flying club members in the USA.