- Email starts the conversation, but cannot complete it. The job of the email is to get the click, and that’s all it can do.
- The landing page completes the conversation. This is where the sale happens.
That alone is a good reason for landing pages from email campaigns. Email is a different experience than one that begins in another channel, so to provide the best experience, we provide a landing page. There are some additional benefits as well:
If you’re a firm believer in the science of marketing as I am, then you’ll appreciate the opportunity to test, tweak and test again. Obviously you want to optimize the email entry experience, and a landing page allows you to do this apart from your regular pages or other optimizations that are occurring simultaneously. A landing page can also help expedite testing of offers or creative in your email.
Personalization and Relevance
Landing pages are easy to personalize. Since our goal is to finish a discussion we started in the email, it’s nice to be able to call the customer by name and show we know a bit about them (when appropriate). A landing page also allows us to leverage user data to target various segments, providing the most relevant messaging. The landing page is the best place to do that.
The cardinal sin for landing pages is making them too much (or exactly) like the email. Having said that, it’s nice to be able to have consistent creative tone and imagery from email to landing page without affecting other areas of your site. Not only do the email and landing page become two parts of the same conversation, they can also become two parts of a visual whole.
I’m sure there are many other ways you could come up with for using landing pages to enhance the email experience. Just remember that the landing page starts with finishing the conversation.