Dedicated Landing Pages - The Other 50 Percent Of Your Email Marketing Campaign - Rob Van Slyke 1-2010

Advanced Email Marketing Tips Dedicated Landing Pages: The Other 50 Percent of your Email Marketing Campaign

Dedicated Landing Pages: The Other 50 Percent of your Email Marketing Campaign
Table of Contents
Email is 50% of the Battle
Dedicated Landing Pages
Landing Pages for Third-Party Email Blasts
Landing Pages and CMS Systems
Landing Pages and Ecommerce Systems
Don’t Neglect the Copy
Email Marketing Campaign Series:
How to Create an Email Marketing Campaign:
http://emailmarketingtips.verticaltraction.com/2010/01/30/email-marketing-lists-how-to-create-an-email-marketing-campaign/
Dedicated Landing Pages: The Other 50 Percent of your Email Marketing Campaign:
http://emailmarketingtips.verticaltraction.com/2010/01/30/dedicated-landing-pages-the-other-50-percent-of-your-email-marketing-campaign/

The Email Itself in Only 50% of the Battle
An old Direct Mail rule can be applied (for the most part) to Email Marketing. It goes like this:
List. Offer. Package. Message.
Without the right List, your Offer doesn’t matter.
With the right Offer, the Package doesn’t matter and so on…
In Email Marketing, there are two dimensions to the Package:
The email itself
The Landing Page visitors view after the click
Recipients can immediately act on an email offer.
The Email itself in only 50% of the battle.

Dedicated Landing Pages
Countless marketers dump recipients on their home page or existing sub page within their site.
Don’t put all that effort into a great email and pay hard cash for an Email Blast and waste it on a poor post-click experience.
Recipients don’t want to hunt and peck for the offer, product or service they just read about.
Create a dedicated landing page that makes it easy for them to take the next step.

Landing Pages for Third-Party Blasts
Capture contact information on the Landing Page and market to them later from your in-house list.
Depending on your goal, you may want to make the form as short as possible: name, email and maybe a demographic question.
Offer a compelling incentive to trade a little contact information.
You’ll convert more visitors to leads.

Landing Pages and CMS Systems
This is not the easiest topic but it is possible to having dedicated landing pages on CMS systems.
The issues:
You don’t want to link to existing pages b/c you can’t customize the copy on the page to the specific offer
You can’t create pages outside of your CMS system b/c you introduce a new set of pages you have to manage separately (still not a bad option).
Create an alternative template with an editable body area.

Landing Pages and Ecommerce Systems
Ecommerce system pose the same issues but get more complex.
The issues:
Don’t link to existing pages – no messaging.
You may not have the ability to create another template like CMS systems (some do so check)
Create static pages with the custom messaging and:
Link to the single product you are promoting with a Buy Now or Learn More CTA
Link to a product category or search result that shows the product(s) you are promoting with a Browse CTA.

Don’t Neglect the Copy
Don’t just state the facts. Get creative.
Even if your product/service is easy to understand
Why should they buy it from YOU
Compel them.
Explain your UVP
Why Best Buy instead of Office Depot?
Why Oscar Meyer instead of Hebrew?

About
Rob Van Slyke is a 15-year veteran of interactive marketing
For the past 6 years, Rob has focused on email marketing and squeezing out every last percentage point possible in email response rates
Rob Van Slyke
Interactive Consultant
[email_address]
713-681-7771
vertical traction
GET A GRIP on your web marketing strategy
Advanced Email Marketing Tips Blog
http://emailmarketingtips.verticaltraction.com/
http://www.verticaltraction.com/

Dedicated Landing Pages - The Other 50 Percent Of Your Email Marketing Campaign - Rob Van Slyke 1-2010

by vertical traction on Jan 31, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 18

Statistics

Dedicated Landing Pages - The Other 50 Percent Of Your Email Marketing Campaign - Rob Van Slyke 1-2010 — Presentation Transcript