I don't know. I appreciate the transparency of it all, but my take away was that his halloween sales smashed revenue despite his promotion efforts, not because of them.

Looking at the promos, it looks like he got 15 (mini site) + 15 (email) sales, which appears to be around $700+ in revenue. Percentage-wise it seems notable, but in absolute numbers, I wonder if the time could be spent better in other ways.