BY KAREN J. BANNAN verpop of 150 e-mail campaign land- WHETHER YOUR prospect or ing pages found that many were so customer is using a PC or a poorly designed that visitors left after mobile device to read a only a cursory glance. youre-mailmessages, thegoalistoget There are some things you can them to take action—in best practices do, however, to help many cases, by clicking draw readers in and throughtoalandingpage.Yetaccord- make the most of your landing ing to several studies, marketers sim- pages. Here are some tips from Elaine ply aren’t making the most of their O’Gorman, Silverpop VP-strategy. landing pages. For example, a 2007 ■Createacampaign-specific land- review by e-mail service provider Sil- ing page. It seems like such a simple
idea, but 17% of the campaigns Silverpop evaluated failed to do this. Links simply dumped prospects onto the marketer’s home page.
Creating a specific landing page is even more important for the mobile audience. If you direct a mobile user to your home page, they may see a text-only version of your site. (Some PDAs render HTML, but not all do).
Home pages, O’Gorman said, are information-dense, so it can be hard
to find the offer or link you’re looking You can also carry over elements for on a mobile device’s screen. This is such as subject lines, greetings, au-where a good landing page comes in. thor names and content.
■Stick to a theme. Forty-one per- “If you click on a link that offers centofe-maillandingpagesthat Sil- free shipping, the first thing you verpop studied didn’t match the should see on the landing page is,
look and feel of the originating `We’re really excited to offer you this
e-mail. While landing pages de- free shipping opportunity,’ “ O’Gor-
signed for the mobile market proba- man said.
bly won’t contain images, you can The bottom line? Make calls to
match your e-mail’s design using action loud and clear. When the re-
subheads and text-only formatting. cipient does click through, remind
them why they doing so and give
them an obvious action to take.
■ Include an opt-out request. If a recipient doesn’t want to receive your e-mails anymore, you are doing yourself and that person a disservice by keeping them on your list. Often, people looking to unsubscribe will click through to a landing page. Give them an obvious, clear way to opt out so you can keep them from reporting your message as spam. “You should always make it as easy as possible for someone to get off your mailing list,” O’Gorman said. “That said, it’s always important to give them the value proposition of why they should stay with your program.”
■ Test and test again. Think about how a page looks on a mobile device, and check it against the top PDAs out there, O’Gorman said. “If you have sidebars, are they going to render first? You don’t want the user to scroll forever to get to your content. Consider putting in indexing links that will be viewable first in the mobile environment.”
Wikipedia, O’Gorman said, does this well with its home page, providing an index link so mobile users can go directly to the search option.
But testing means you also need to think about how long that page takes to render on a mobile device. “You have to be very conscientious because mobile users are typically working on a slower connection,” she said. “You can have a landing page that’s not information-dense but still takes a long time to load.”
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