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Having a strong email message isn't the last step in an email campaign that seeks to drive movement to a Web site for whatever purpose. You have to deliver recipients to a landing page that makes it easy for them to take the desired action.
Abandoned shopping carts are already a big headache for online retailers, but a bad landing page means site visitors won't even start shopping if they can't figure out what to do or why they should make the effort.
A good landing page works in tandem with an effective email campaign. Your Web analytics solution should tell you what pages your site visitors are on and where they go after they leave your landing page. If the click rates for a campaign are strong, but your orders and conversion rate are low, then your visitors are hitting the landing page and then disappearing.
What to do? Go back and test the page again. The problem could be as simple as a key link not working. Or, the email and Web offers don't synch.
Or, the page is confusing. If you want email recipients to buy a specific product, don't send recipients to your homepage with no further direction. You might have to test several different versions of the email message -- varied by subject line, offer, surrounding content -- and landing pages to find one that works.
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