by: Anne Holland | Paywall-Times.com

BostonGlobe.com’s circulation department blasted their in-house, prospect, email list with a  99 cent subscription offer this morning. The campaign used several best practices, including:

• A quick deadline (the offer is only good for today)
• Subscription benefit copy in easy-to-skim bullets
• Big response buttons
• A brief benefit video on the landing page

Unfortunately, the circulation team made two mistakes that could bite them in the bottom line.