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 <ul><li>Table of Contents </li></ul><ul><ul...
The Email Itself in Only 50% of the Battle <ul><li>An old Direct Mail rule can be applied (for the most part) to Email Mar...
Dedicated Landing Pages <ul><li>Countless marketers dump recipients on their home page or existing sub page within their s...
Landing Pages for Third-Party Blasts <ul><li>Capture contact information on the Landing Page and market to them later from...
Landing Pages and CMS Systems <ul><li>This is not the easiest topic but it is possible to having dedicated landing pages o...
Landing Pages and Ecommerce Systems <ul><li>Ecommerce system pose the same issues but get more complex. </li></ul><ul><li>...
Don’t Neglect the Copy <ul><li>Don’t just state the facts. Get creative. </li></ul><ul><ul><li>Even if your product/servic...
About <ul><li>Rob Van Slyke is a 15-year veteran of interactive marketing </li></ul><ul><li>For the past 6 years, Rob has ...
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Dedicated Landing Pages - The Other 50 Percent Of Your Email Marketing Campaign - Rob Van Slyke 1-2010

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I argue that the email itself is only 50% of the battle in an Email Marketing Campaign. How easy is it for recipients to get their incentive, fill out a form or make a purchase after the click? Is it clear to them what they are supposed to do? Does it tie back into the offer/message they just saw in the email? Blog post: http://emailmarketingtips.verticaltraction.com/2010/01/30/dedicated-landing-pages-the-other-50-percent-of-your-email-marketing-campaign/

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

  1. 1. Advanced Email Marketing Tips Dedicated Landing Pages: The Other 50 Percent of your Email Marketing Campaign
  2. 2. Dedicated Landing Pages: The Other 50 Percent of your Email Marketing Campaign <ul><li>Table of Contents </li></ul><ul><ul><li>Email is 50% of the Battle </li></ul></ul><ul><ul><li>Dedicated Landing Pages </li></ul></ul><ul><ul><li>Landing Pages for Third-Party Email Blasts </li></ul></ul><ul><ul><li>Landing Pages and CMS Systems </li></ul></ul><ul><ul><li>Landing Pages and Ecommerce Systems </li></ul></ul><ul><ul><li>Don’t Neglect the Copy </li></ul></ul><ul><li>Email Marketing Campaign Series: </li></ul><ul><li>How to Create an Email Marketing Campaign: </li></ul><ul><li>http://emailmarketingtips.verticaltraction.com/2010/01/30/email-marketing-lists-how-to-create-an-email-marketing-campaign/ </li></ul><ul><li>Dedicated Landing Pages: The Other 50 Percent of your Email Marketing Campaign: </li></ul><ul><li>http://emailmarketingtips.verticaltraction.com/2010/01/30/dedicated-landing-pages-the-other-50-percent-of-your-email-marketing-campaign/ </li></ul>
  3. 3. The Email Itself in Only 50% of the Battle <ul><li>An old Direct Mail rule can be applied (for the most part) to Email Marketing. It goes like this: </li></ul><ul><ul><li>List. Offer. Package. Message. </li></ul></ul><ul><ul><li>Without the right List, your Offer doesn’t matter. </li></ul></ul><ul><ul><li>With the right Offer, the Package doesn’t matter and so on… </li></ul></ul><ul><li>In Email Marketing, there are two dimensions to the Package: </li></ul><ul><ul><li>The email itself </li></ul></ul><ul><ul><li>The Landing Page visitors view after the click </li></ul></ul><ul><li>Recipients can immediately act on an email offer. </li></ul><ul><li>The Email itself in only 50% of the battle. </li></ul>
  4. 4. Dedicated Landing Pages <ul><li>Countless marketers dump recipients on their home page or existing sub page within their site. </li></ul><ul><li>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. </li></ul><ul><li>Recipients don’t want to hunt and peck for the offer, product or service they just read about. </li></ul><ul><li>Create a dedicated landing page that makes it easy for them to take the next step. </li></ul>
  5. 5. Landing Pages for Third-Party Blasts <ul><li>Capture contact information on the Landing Page and market to them later from your in-house list. </li></ul><ul><ul><li>Depending on your goal, you may want to make the form as short as possible: name, email and maybe a demographic question. </li></ul></ul><ul><ul><li>Offer a compelling incentive to trade a little contact information. </li></ul></ul><ul><ul><li>You’ll convert more visitors to leads. </li></ul></ul>
  6. 6. Landing Pages and CMS Systems <ul><li>This is not the easiest topic but it is possible to having dedicated landing pages on CMS systems. </li></ul><ul><li>The issues: </li></ul><ul><ul><li>You don’t want to link to existing pages b/c you can’t customize the copy on the page to the specific offer </li></ul></ul><ul><ul><li>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). </li></ul></ul><ul><li>Create an alternative template with an editable body area. </li></ul>
  7. 7. Landing Pages and Ecommerce Systems <ul><li>Ecommerce system pose the same issues but get more complex. </li></ul><ul><li>The issues: </li></ul><ul><ul><li>Don’t link to existing pages – no messaging. </li></ul></ul><ul><ul><li>You may not have the ability to create another template like CMS systems (some do so check) </li></ul></ul><ul><li>Create static pages with the custom messaging and: </li></ul><ul><ul><li>Link to the single product you are promoting with a Buy Now or Learn More CTA </li></ul></ul><ul><ul><li>Link to a product category or search result that shows the product(s) you are promoting with a Browse CTA. </li></ul></ul>
  8. 8. Don’t Neglect the Copy <ul><li>Don’t just state the facts. Get creative. </li></ul><ul><ul><li>Even if your product/service is easy to understand </li></ul></ul><ul><ul><li>Why should they buy it from YOU </li></ul></ul><ul><li>Compel them. </li></ul><ul><li>Explain your UVP </li></ul><ul><ul><li>Why Best Buy instead of Office Depot? </li></ul></ul><ul><ul><li>Why Oscar Meyer instead of Hebrew? </li></ul></ul>
  9. 9. About <ul><li>Rob Van Slyke is a 15-year veteran of interactive marketing </li></ul><ul><li>For the past 6 years, Rob has focused on email marketing and squeezing out every last percentage point possible in email response rates </li></ul><ul><ul><li>Rob Van Slyke </li></ul></ul><ul><ul><li>Interactive Consultant </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>713-681-7771 </li></ul></ul><ul><ul><li>vertical traction </li></ul></ul><ul><ul><li>GET A GRIP on your web marketing strategy </li></ul></ul><ul><ul><li>Advanced Email Marketing Tips Blog </li></ul></ul><ul><ul><li>http://emailmarketingtips.verticaltraction.com/ </li></ul></ul><ul><ul><li>http://www.verticaltraction.com/ </li></ul></ul>
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