Emailers: please make landing pages relevant
Unless you’re using email click-throughs to test lead messages for products that n’existe pas, please please please drive email clickers to the most relevant landing page possible. You’ve done the work, you’ve built the email, you’ve routed it through the five day legal review, you’ve pulled the list …
… so please, American Express Platinum Card, send me an email that allows me to click directly to the Tribeca Film Festival 2009 event page. I shouldn’t have to hit the generic Invitation Only page and then try and figure out where to find TFF 2009.
I have the attention span of a gnat, and instead of trying to sniff around this suboptimal landing page for anything related to what I clicked on, I’m going to surf on over to my WordPress administration page and write a cranky blog post …
