Far too many unhappy landings
“Email is cheap” is a concept that should carry the proviso “but good email is not”. The work involved in creating multiple messages, testing effectiveness, planning and executing landing path strategies is often grossly underestimated, leading tofuzzy targeting and poor results.
And Andrew Lloyd Gordon is spot on in his comment when he says the “landing page” is often the weak point in email campaigns, as they often just lead to a home page.
Graham Ruddick, digital marketing director, Emap
