What is a landing page?
A landing page is the page where customers/prospects get to after having clicked on a link in the e-mail that you have sent them.
Why are they important?
Landing pages are an essential component of your email campaign: they help you convert visitors into leads/buyers. Poor landing pages, however, can often compromise great targeting and creative.
For each campaign you should create a custom landing page on your web site that makes it easy for email recipients to complete your desired action.
These are the items that should be included:
- main graphical element that is used in the email campaign
- compelling headline
- opening paragraph
- compelling benefit driven bullets
- a closing paragraph
- lead capture form
Always keep in mind that, on average, web visitors spend just 8-seconds scanning a website landing page before they decide to leave. This means that you should focus on what is it that you want your visitor to do on your landing page: click that button to order the product / download the white paper / view the demo / register for the event.