Thursday, December 17, 2009

Receive, open, click, ugh!

So you think you have the perfect email campaign, do ya? You have a killer offer, a targeted and segmented list, you’ve followed all the best practices when it comes to design and copy and then what – you send them to your corporate home page – no that’s just not right!

Five do’s for landing pages:

  1. Do support your brand – don’t damage it. Be sure the creative maintains your brand image. The page should be simple and consistent to the campaign that is directing your visitors. The idea here is to compel your visitors to take action, not to distract them, and turn them into prospects.
  2. Do keep forms simple/ short – don’t make visitors work too hard to get the offer/more information. You want them to supply essential information so you can contact them directly – you are not looking to write their biography.
  3. Do keep them focused – don’t include tons of links that can distract the visitor. You want them to focus on the prize, not everything else going on at your company.
  4. Do entice visitors with valuable content – don’t include information on your landing page that they can get anywhere else. This is your chance to show your value – make it worth their time and effort.
  5. Do build on the lead – don’t just collect their data and forget about them, after all that work you just did, that’s ridiculous. Start building that relationship and turn that visitor into the customer you’ve always wanted!

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