In this article, Loren McDonald says that "as a result of clicking through from the e-mail, that visitor has to be satisfied. In other words, the landing page must directly convey the information or “reward” for making the click". He says "it’s vital to have clear objectives in mind during the page design phase. Because landing pages have five standard “calls to action,” it’s necessary to decide on the primary objective for the page, and optimize the page accordingly... In the case of e-mail marketing, the landing page should clearly have as its primary objective something directly connected to whatever was offered in the original e-mail. Essentially, the page has to close the deal." Click here to read the full article.