How to Continue the Conversation with Your Consumer

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Relationships are based on trust, understanding and relevant two-way dialogue. Think of your last big purchase, be it a home or car or flat-screen television, odds are you researched it online, called a couple sources, test drove or looked around.


Regardless of the item, the path had to be somewhat similar – realize need (or want), research, express interest and then purchase. The same holds true with eMarketing, we know that a click is an indicator of interest.

That single click provides a world of insight; you now know what the recipient wants. Enhance their experience by taking them to a customized landing page that furthers your dialogue, consider the following when constructing

• Divide and Conquer – You either know the "clicker's" preferences or you don't, use what you have and remember at a minimum you have two segments to market further.

• Past Performance – Leverage the information that you have, the number of opens, past clicks, previous purchases etc. (this goes hand-in-hand with the previous point).

• Get Creative – Think about the actual design of the landing page, if you have the capacity serve up dynamic content to create true one to one marketing!

• Never Surrender – This is the critical step, most eMarketers use the landing page strategy for special occasions. This is a decent strategy, but should be incorporated based on product, offer or event and not time of year in your email calendar.

See what you can do to incorporate landing pages into your marketing mix, but remember to make them personalized, informative (not overwhelming) and do it more than once.