The Power Punch

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always included a page about the many awards the agency had won — and the DMA ECHO Award was always front and center.

For many marketers, the bulk of their time is taken up with list selection, subject lines, email design and ensuring the email links to integrated landing pages. But not enough time is spent analyzing the results of those efforts in order to learn and apply it to the next campaign.

In my last post, I gave some specific and proven best practices for the creation of successful emails. In this post, I'll talk about Landing Pages—because now that you've been able to lure your target into opening your email and clicking on the embedded link(s), you want to continue to drive that prospect to your desired outcome.

I'm continually stunned when a client, art director, copywriter or any other strategist in the marketing industry insists on using a design or copy technique that directly contradicts proven best practices.

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