Wednesday I subscribed to an email newsletter from a company I decided to follow. I will be really nice and not mention the name of the firm.
Everything was perfect: the sign-up, the follow-up and today I got my first newsletter. I immediately unsubscribed. Not because I didn’t want to receive it but because their mail contained an interesting offer but when I clicked it, I landed on…the homepage of the company.
It seems unbelievable that companies (and this was not a small one) still don’t take the effort to lead their subscribers to the right page. I don’t know how many people out there still receive mails with links to homepages. I also wonder how many email marketing consultants still have to advise businesses on the importance of a landing page. Let me know please. Was this an exception or is it still too often the case?
How is it in search engine advertising?
I know that in another area of marketing, where landing pages are crucial, search engine advertising, many advertisers still make that mistake.
I remember a survey by CrownPeak, dating from December last year. I looked it up again and this is what the company found.
CrownPeak analyzed key holiday advertising phrases and hundreds of advertisers and online advertisements and found that 66% of holiday-themed online search advertising drove traffic to the home page of the advertiser or to landing pages that were not clearly tied to the online ad where traffic originated.
So, only 34% of the holiday-themed analyzed search engine ads directed traffic to specific landing pages that repeated the advertising call to action or were reflective of the original ad.
I wonder how it is in email marketing. Anyone any data?
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