June 19, 2012

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. The first was the landing page design. I’ve posted an image here of the response…