Email landing pages: new report out

Silverpop studied the landing pages for email campaigns from 150 companies to draw out weaknesses and best practices. The result is a free 16-page report (you need to register to get it.)

According to the report, the main problem with existing landing pages is a disconnect between the design and promise of the email and what you get when you follow the click.

In other words, the path from the email to the landing page and desired action (sale, download etc.) should be a smooth and continuous one. Instead, existing landing pages spring too many surprises, contain too many diversions and erect too many barriers to further progress down the conversion path.

The report covers fourteen separate elements that go into a successful email/landing page combination, and discusses how each can be optimized and how existing companies perform on each one.

So you'll find notes on URL design, page goals, landing page location, messaging and branding consistency, design elements, calls to action, navigational aids, forms, copy length and more...with screenshots. Good stuff. Well worth reading.

More on landing pages | Tags: landing pages, email campaigns, email marketing

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