Sliverpop released a new study called 8 Seconds to Capture Attention. Some of the things the study points out include:b
35% of landing pages studied didn’t have the same look or tone of the email that generated the click. For consumer campaigns, this figure was 29%, but increased to 41% for B2B companies.
Unfortunately, this happens when email marketing is silo’d within the organization and the folks sending out emails don’t have the ability to control landing pages, etc.
45% of landing pages didn’t repeat the promotional copy found in the email. Landing pages with images and messaging matching the emails that generated initial interest are better able to reinforce the brand and move email recipients from clicking to converting.
In other words they did not plan for their customer to follow the scent.
17% of the email marketing campaigns studied actually sent recipients to the marketer’s home page rather than a unique landing page. “Home pages are most often created to appeal to the broadest spectrum of prospects possible, while truly successful email marketing campaigns are focused on segmented groups based on their relationship to the company or product,” said Elaine O’Gorman, vice president of strategy, Silverpop.
Email marketing is still one of the most powerful online marketing tactics. Hopefully, if you have been a GrokDotCom reader for a while, you aren’t making any of these mistakes. However, thinking about email marketing in isolation without paying attention to the details of the online sales and marketing blueprint is just a noise making, customer irritating tactic that sucks the success away from you.
*P.S. “Sucks” is a Brooklyn technical term.
P.P.S. Don’t forget to plan for the preview pane.