Did you know that one of the biggest mistakes in promotional email marketing is driving traffic to your home page? Why is this not a good strategy? Because the purpose of a home page is to start the conversation. In an email campaign, the conversation has already started and a landing page is a continuum to that conversation. Why not help users to quickly find what they’re looking for and make a conversion that will quantify your email campaign?
Welcome to S Squared, the digital marketing blog of Shaw + Scott. We’re your go-to source for staying looped in on the industry’s most innovative trends and brand strategies. We cover the latest and greatest in cutting-edge marketing insights, helping you to navigate the digital spectrum-and take your program to new heights.
It’s 7am: the alarm on my phone rings, and for a moment I wish I could slam it off like the old-school alarms. But instead I pick it up, swipe right to turn off Justin Timberlake, and immediately check my email. There it is in my inbox: my weekly message from my favorite brand. I know it’s a SALE—the subject line says so—but when I open it I find that it’s blank. Not one to give up, I scroll down to the bottom, tell my device to “download all images,” and then I wait. It finally loads, and… the copy is so small that I’d have to borrow my grandma’s bifocals to read it. I’ll admit, I don’t save the email for later to check on my desktop. I’m annoyed, and I delete it.