June 26 2007

Landing pages not linked to email promotion

More than four out of ten companies practicing email marketing in the UK and across the US fail to repeat promotional copy through to the landing page, thereby running the risk of confusing customers who will quickly abandon the site, according to a survey by email service provider Silverpop.

The company analysed landing pages for email promotions from 150 companies across the UK and US. Only 45% of landing pages repeated copy from the original email. In 30% of cases, the look of the landing page didn't match that of the promotion email, with 17% of emails sending customers to a home page rather than a promotional page uniquely relevant to the email offer.

Mike Weston, MD of Silverpop EMEA comments: "It's a bit like trying to catch water with a sieve if your landing pages aren't consistent with your email promotion. A clear path needs to be plotted from email through to sale to ensure customer satisfaction and ROI is optimised."

Emma Herrod