MarketingSherpa’s posted a case study of the Georgia Aquarium. A lot of us have built a "phase one" website, and collected email addresses in anticipation of "the big launch." When the time finally comes to make our announcement, sometimes we execute brilliantly, and sometimes we’ve already run out of steam.
The Georgia Aquarium executed brilliantly. Here’s a quote:
The email announcing the annual pass offer got a 72.3% open rate and a
36.7% clickthrough rate. 8,000 passes were sold via ecommerce and phone
in the first eight hours of the offer.