“17 per cent of emails sending customers to a home page rather than a promotional page uniquely relevant to the email offer. “
How embarrassing I have done that….. you should always have relevant landing pages for all of your campaigns….search, EDM, affliate what ever.
What is the point of capturing someones attention attracting a response or action and then leading them to a confusing situation or even a dead end.
I can see the costs rising and the returns diminishing already. It happens sometime you are just to hurried and in need of doing more more more faster. remember sometimes quality over quantity.
But at the same time get it 80 or 90 percent right and then get it out the door!
If you have done it hang your head low, if you are doing it stop it now trust me it will make a huge difference. But take a look at thei rticle at least you can see you are not alone.
Here is an article on the topic from brand revolution
Extract
Landing pages are Achilles heel for email marketers
by Alicia Buller Revolution UK 27-Jun-07, 11:20LONDON - More than four out of 10 companies practising email marketing in the UK and across North America fail to repeat promotional copy through to the landing page, thereby running the risk of confusing customers who will quickly abandon the site, a new survey has revealed.
The survey, conducted by email service provider Silverpop, analysed landing pages for email promotions from 150 companies across the US & UK.
Only 45 per cent of landing pages repeated copy…..click for more