Study: Email Marketing Campaigns Need Better Landing Pages

A review by Silverpop of 150 email marketing campaigns’ landing pages has found that many fail to grab attention quickly and some are confusing and cluttered, despite studies showing that up to 50 percent of visitors to landing pages will abandon the page after a mere 8-second glance, writes MarketingCharts.

Some landing pages quickly grabbed attention and kept readers interested, while others were easily dismissed and quickly discarded, according to “8 Seconds to Capture Attention: Silverpop’s Landing Page Report.”

Some key findings from the report:

• The confusion of arriving at a web page that doesn’t match the look and tone of the email can lead visitors to abandon the site, yet 35 percent of the landing pages reviewed by Silverpop didn’t have the same look or tone of the email that generated the click.
• To reinforce the call-to-action that generated the email recipient to click a link in the first place, best practice is to repeat the offer on the landing page; however, 55 percent of landing pages didn’t repeat the strong promotional copy found in the email.

• Taking a clicker to a website’s homepage generally fails to deliver on the promise inherent in the email’s call-to-action, yet 17 percent of email marketing campaigns dumped recipients on the homepage.

MarketingCharts offers up more data from the Silverpop report.