Email marketing lacks good landing pages: less effective

E-mail marketing campaigns are not living up to their potential, according to WebProNews. Interesting news also for us at 77, in the process of manufacturing our own e-mail newsletter. The article is based on a research conducted by Silverpop. They claim campaigns could be much more effective if the landing pages of the links in the mails would be more cohesive with the content of the mails.

According to the research (from WebProNews page), ‘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.’

In addition, they found that matching images and messages between the mail and the landing page leads to better brand recognition and more conversions. Also, thirty-five percent of the web pages researched did not feature a newsletter subscription form, like the one on our home page (subscribe!).

This entry was posted on Monday, June 25th, 2007 at 8:56 pm and is filed under Other Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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