E-Mail Case Study: Video Landing Pages
Posted: June 30, 2009
By: clickz.com
My last column discussed an e-mail send that, while successful, didn’t meet my expectations. The issue wasn’t with the e-mail itself, but with one of the landing pages, which included a video. We implemented some changes and did a second send; here are the results and some additional lessons learned.
The first send was to a third-party list, and the second went to the client’s house list. House lists tend to perform better than third-party lists because the recipients are more familiar with your brand and have specifically asked to receive e-mail from you. The ratio can be 2:1 or even greater……..[read entire story]
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