Email Marketing And Landing Pages

    June 22, 2007

Email marketing campaigns need better landing pages according to a Silverpop study "8 Seconds to Capture Attention: Silverpop’s Landing Page Report."

"Email marketers spend a lot of time and energy creating targeted, relevant campaigns, but then fail to carry the ball across the goal line due to lackluster landing pages," said Elaine O’Gorman, vice president of strategy for Silverpop. "Landing page optimization can have a tremendous impact on email marketing success rate."

Silverpop found that a Web page that does not match the look and tone of the email can lead to visitors leaving the site. Thirty-five percent of landing pages did not have the same look or tone of the email that led to the click. Twenty-nine percent of business to consumer companies had landing pages that did not match the email, compared to 41 percent of BtoB companies.

To receive a conversion that caused the email recipient to click a link in the first place, the best stategy is to repeat the offer on the landing page. Close to half (45%) of landing pages did not repeat the promotional copy found in the email.

"Landing pages with images and messaging matching the emails that generated initial interest are better able to reinforce the brand and move email recipients from clicking to converting," O’Gorman said.

In order to obtain email addresses of users who visit your landing page but are not in your database, its important to ask them to register. Thirty-five percent of landing pages did not include an opt-in request.

"The time and effort taken to optimize landing pages will be returned many times in customer loyalty, improved conversion rates and higher return-on-investment," O’Gorman said. "the Silverpop study found that email marketers need to work harder to reinforce the offer and support strong brand awareness."