Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Jul 30, 2002
Blog Post

A good rule of thumb: Make your landing page reference your email as much as possible

SUMMARY: No summary available.
I hear one thing from every single email marketing expert I talk to. No matter what marketplace you're in, there is a rule that holds true: Make your landing page (the page people click through from your email) reference your email as much as possible. The most disconnect there is between them, the lower your final conversion rate.

If your email campaign has a headline, the headline on the landing page should match it. Etc.

I was talking this over, with yet another marketer, today when I got an amazingly fabulous example of Best Practices in action in my own in-box from Old Navy. In fact it was so great, that I asked our webmistress Holly to post the email alert and the matching landing page up where you can see them here.

An additional note about this campaign (which cleverly mimics the Brady Bunch opening) is that because it mimics a TV show, it makes sense to use rich media. It's a relief to get a campaign in my in-box that uses rich media because it enhances the creative message perfectly - not just because somebody thought it would be neat-o to add. It's worth noting that Old Navy usually doesn't use rich media for campaigns. This was a conscious choice rather than a rule of thumb. I'm lost in admiration.
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.