Landing pages should follow through on e-mail promises

08/31/2010 | MediaPost Communications

Effective e-mail campaigns that get recipients to click through to your site aren't worth much if your landing page turns them off on arrival, write digital marketers Alex Madison and Lisa Harmon. To maintain interest beyond the initial e-mail, landing pages should: Give users what they expected when they clicked; be cleanly designed and free of clutter; and offer clear instructions on where to click next.

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