Your Landing Pages May Need Work

Published Tuesday, June 19, 2007

Though most marketers’ e-mail landing pages are at least relevant to the offer, a relative few are created specifically for the promotion, according to a recent report by Silverpop. In a study of promotional e-mail from 150 companies in North America and the U.K.—110 business-to-consumer and 40 business-to-business—the e-mail service provider found that 50% of the messages took recipients to a previously existing Web page within the site that was relevant to the offer. Also, 33% took responders to landing pages created specifically for that e-mail, but 17% dropped people who clicked through off at the company’s home ...

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