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Sending email newsletters? Check landing pages
Wednesday, 27 Jan 2010 12:12
Businesses undertaking an
email marketing campaign should ensure their website landing pages are as relevant as possible.
This is according to Darrah MacLean of Smith-Harmon, who notes that creating an email
newsletter automatically sets expectations on the part of the recipient, who may be anticipating a particular experience when they click on a link in the message.
As such, a below-par landing page means the customer is inevitably disappointed, she explains in a column for Email Insider.
"Whether you send your subscriber to a customised landing page, a search result page or a single product page, it's extremely important to think strategically about what the customer is hoping to find," she adds.
Ms MacLean advises utilising the same method of organisation as a physical retail store would on the selling floor to ensure customers get to the part of the website that they believe they will be directed to.
According to the Direct Marketing Association's 2009 Marketing-GAP Tracking Study, 51 per cent of consumers are interested in receiving
email marketing messages about brands that they know.
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