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You spend hours working on the design and copy of your email marketing campaigns, but how much time do you devote to your landing pages? If you’re like many marketers, the answer is simple: not enough. “It’s definitely one of the lesser-thought-about things,” said Jim Wehmann, senior VP-global marketing with Digital River, a provider of e-commerce and marketing solutions. “It’s too much of an afterthought, which is one of the biggest mistakes that a marketer can make.”
A solid landing page starts with good list segmentation, Wehmann said. You can’t create a good landing page unless you know all you can about who will be clicking through to it. Once you’ve identified your segments—customers, for example, might see one page while prospects might see another—then it’s time to concentrate on design and call to action.
From a design standpoint, landing pages should have a look and feel that’s ...
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