Email Marketing News
Email marketing landing page checklist launched
Friday, 14 November 2008The Email Experience Council (EEC) has launched a new landing page checklist for those engaged in email marketing.
According to the EEC, the guide offers a list of best practices for marketers to follow when designing landing pages that consumers will see after clicking on a link in a promotional email.
"Landing pages should feel like a continuation of the positive experience initiated by your email so that the motions from opening the message to clicking through to responding to the call-to-action feel like one fluid movement," said Lisa Harmon and Megan Walsh of the EEC.
Among the points covered by the checklist are the importance of knowing the intended audience and goal, keeping page design simple to emphasise the primary message and ensuring copy is brief and concise.
Forms should also be as short as possible, while the call-to-action should appear on the page several times and landing page should be kept live for a while to accommodate those who may not read their emails until later, the guide said.
Monthly email marketing contact rates rose for the fourth quarter in a row during the first three months of 2008, according to the Direct Marketing Association.