I received a great email this morning that was stressing the importance of matching the message/expectation from your email to the “landing pages” that your visitor is directed to. If you see a road sign that said “This Way to Point A,” you’d expect to find Point A at the end of the road, right? The same goes for the relationship between your email and landing experience – right?!As buttoned-up as your email may be — from design to copy to images — all is lost if the click-through experience misses the boat. You set an expectation with your email creative, and it’s a big bummer for your customer when the effort falls flat. Whether you send your subscriber to a customized landing page, a search result page or a single product page, it’s extremely important to think strategically about what the customer is hoping to find and how you can best deliver that experience. Merchandising a landing page should follow the same organizing philosophy that you would apply to the selling floor in a brick-and-mortar store.
To show you what I’m talking about, let’s take a look at this Kate Spade Read the full article here about email marketing >