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When recipients click on a link within your emails, it's a sign that they not only trust you as a sender, but that they trust your brand enough to willingly take one step further down the path that you are trying to lead them. What they see when their browser loads the next page goes a long way toward determining how much further, if at all, they are willing to go.
The Path of Least Resistance
From a conversion perspective, your goals will be best accomplished by eliminating any unnecessary steps between the point where your email traffic enters your site and where you want them to end up.
If the Learn more link in your email makes no promises to deliver any more than additional information about your company and its services, then directing traffic directly to your homepage is perfectly acceptable. From there, users should be able to access the most important areas of your site with a single click-if this is not the case, don't be afraid to revamp your homepage in order to optimize your site's usability for all incoming web traffic.
On the other hand, if a link in your email makes a specific call-out (such as View Our Summer Specials!), users who click that link should be able to quickly identify imagery and/or verbiage related to that call-out when your site displays. Not only does this make navigating your site easier for less-frequent visitors, it reassures them that they have arrived at the proper location.
Moving Traffic in the Right Direction
If the resources are at your disposal, creating customized landing pages for incoming email traffic is a great way to keep audience attention focused in the right direction. In addition to using some of the same properties of the email message on a related landing page, try to avoid anything that can cause confusion (like unrelated content above or below the main message) or that comes on too strong (such as requesting contact information without a full explanation of why). Remember, the "two-second attention span" typically attributed to email recipients still applies when those recipients follow a link to your site. If a site visitor from one of your emails has even a momentary suspicion that they have arrived in the wrong area of your site-or worse, that you intentionally misrepresented the link destination-they are much more likely to abandon your site.
Customized landing pages help you avoid some of the distractions that would be presented to inbound traffic on your homepage. Instead, your landing page can be dedicated to giving visitors all of the information and options they need in order to decide whether or not they wish to continue through the funnel toward your ultimate goal of them making a purchase, registering for a contest, downloading valuable content etc. Test different versions of your pages to find the right balance between which elements move traffic forward and which turn it away.
Driving website traffic is one of the benefits most commonly associated with email marketing, but the true value lies in the level of interaction once that traffic arrives at the site. The links your email recipients click on indicate what they're interested in-make sure the pages they land on hold that same interest.
To learn more about using SubscriberMail to increase the effectiveness of your email campaigns, contact us today.
Career Opportunities
SubscriberMail is looking to fill a variety of positions. If you or someone you know is looking for a position in the Chicago area with an exciting and dynamic company, please visit www.subscribermail.com/careers for more information.
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