The Importance of Landing Pages
Another important online aspect that email marketers must consider prior to sending out email campaigns is the landing page. Often overlooked, the landing page can make or break an email campaign. Marketers spend a lot of time crafting perfect, must-read messages that achieve the desired results – a click-through to the website. However, if subscribers land on the website’s homepage, they may not know where to go to find the information they were looking for, and many of them will not take the time to search through the website. Marketers only have three seconds to capture someone’s attention and the most effective way of doing that is to build specific landing pages that provide the information subscribers need.
The landing page should provide the exact information subscribers were expecting. For example, if the email includes the link “click here to learn more”, the landing page should contain additional information on the product or service you were advertising. If the call to action is “order now”, the landing page should include an order form. The landing page should also have the same look and feel as the email and links to other products or offers should be kept at a minimum as these could distract the subscriber. Landing pages should make it as easy as possible for your subscribers to take advantage of the offer you presented them in the email campaign.
