After adding a new video segment to my Toronto Island site I notified a selection of those who had purchased the DVD. I used MailChimp to manage the campaign, keeping the number low enough to maintain the "free" status of my account, but high enough to get meaningful data. Keep in mind that all recipients had invested in at least one copy of the DVD documentary, so email from the site's owner wasn't unknown. Mail Chimp allows one to select an industry or business segment from the experience of which comparative data is drawn to give your results a context. I selected "Media & Publishing".
- 44.6% of recipients opened my email compared to 20.1% for the industry.
- 25.6% clicked on the link to new content, compared to 2.1% for the industry.