I just finished writing an article about driving sales with landing pages, which you can find in email marketing university.

But, I wanted to post that topic here as well because so often it is overlooked by marketers.

Just like search engine advertising produces better conversion rates, email marketing has the same reaction.

With so much clutter in the marketplace these days, it’s vital that you guide your customers down a very fine path. Don’t give a link to your homepage, if you know they’re interested in a specific product.

It’s amazing how many email campaigns I see where someone is selling widgets and it’s a featured item in their current newsletter. Below the sales blurb about the widget, there is a learn more link. Clicking that link should definitely absolutely positively be bringing me to a page about widgets. But, instead it brings me to their companies homepage where I am bombarded with a ton of other distractions and messages coming at me.

You know what… maybe this customer was willing to click ‘buy now’ or ‘add to cart’ if it was right their on their screen with some more product info. But, now you’ve dropped them into a maze and said “you work for it if you want to order this!”

Not really a good email marketing or general marketing strategy.

The quickest way to get your customer from point A to point B. That’s what you’ve got to be thinking about!