Landing Pages: This Worked, That Didn't
Nothing derails an email conversion faster than the wrong landing page. Good emails tell a story to the recipient. It may be the story of a sale, how things work or what's going on. Whatever the story, it needs to flow continuously from beginning to end. Any break introduces distractions that can divert the participant from the preferred action.
Every component of an email has a simple purpose: Move the person reading it to the next step. The purpose of the subject is to motivate the recipient to open the email. Once opened, the content should be a continuation of the subject and provide information for the next step.
Today we are reviewing emails from two companies that offer home improvement items for this edition of "This Worked, That Didn't." The emails—found in the Email Campaign Archive—are similar in content and creative, but very different in execution. The challengers are Build.com and Rejuvenation.
Both emails have a do-it-yourself subject line. Build.com uses "Make Your Outdoors a Masterpiece" and Rejuvenation has "Update a Hardworking Bath with Lighting, Hardware, and Accessories." Recipients gearing up for home improvement projects would find the subjects appealing.
The Rejuvenation email (Image 1) has a photo of the beautiful bathroom. The copy at the top of the photo reads: "Hardworking Spaces: Bathroom Simple, warm, practical - a rustic bath will stand the test of time." A button under the copy has a link to "Shop Bathroom."
Clicking on the link takes the potential buyer to a landing page (Image 2) that continues the story started in the email. The same image is featured in the email and on the landing page. The headline on the landing page, "Time-Tested Bathroom," is consistent with the copy from the email. The copy following the headline says: