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.