Make website 'relevant' when using online direct marketing

Businesses should ensure that their website landing pages are relevant when carrying out online direct marketing tactics such as email marketing.
Writing for Email Insider, Darrah MacLean of Smith-Harmon, said people who read an email may be anticipating a particular experience when they click on a link in the message.

She added that a page which was not of a high standard could leave customers disappointed.

"Whether you send your subscriber to a customised 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," she advised.

She added: "Merchandising a landing page should follow the same organising philosophy that you would apply to the selling floor in a brick-and-mortar store."

Earlier this month, writing on Chief Marketer´s website, John Rizzi said marketers should use the lessons learned from email marketing campaigns and apply them to their social media activities.


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