The clear importance of landing pages

Posted by on July 28th, 2011

Email marketers spend a great deal of time testing and refining their messages to deliver the most compelling communications possible to their audience. Too often, however, recipients who click links within these messages are greeted with a post-email experience that is not nearly as desirable.

Effective landing pages can go a long way toward creating that optimal after-the-click experience that will benefit your email program. By providing recipients with clear expectations and the details they need to make an informed decision, landing pages create a focused level of engagement that make the path to conversion easier while also being respectful of recipients’ time. By comparison, it makes little sense to drive email visitors to a homepage; as a marketer, you should embrace the responsibility of putting recipients in a position to make a decision, rather than expecting them to shoulder that burden by navigating through your entire website.

Here are some characteristics of effective landing pages:

  • The look and feel of your email should be reflected on corresponding landing pages. Colors, images, font styles (etc) can all be used to help visitors quickly make an association between where they are and where they came from.
  • If your email contained a special offer or promotion, make sure it is prominently displayed on the landing page
  • A registration form, “Add to Cart” button, or any other main call-to-action on your page should be clearly visible above the fold and well-defined so as not to blend in with any other page content.
  • Minimize the number of distractions to maintain a clear focus on the desired action. Recipients don’t want to feel trapped, so a link to your main site or homepage is fine, but an entire navigation menu is unnecessary.
  • Many organizations use third-party platforms specifically to create and host landing pages. If this is the case, set up a subdomain for your main website where such pages can be accessed. For example, if your website is, your landing pages should be at To avoid scams, recipients will want to be sure that your organization truly owns these landing pages, especially in situations where you’re asking them to provide contact information.

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