The next time you design an email marketing blast, review your destination or landing page to confirm that it reinforces the Call to Action put forward in your email. The text, images, and even the links in your marketing communications all work together to set expectations for the kind of content your audience will see when they click through to your website. When these expectations aren’t met, users may quickly lose focus, interest, and trust.

Here are a few tips for creating landing pages that align well with your marketing emails:

• Repeat one or two key phrases from your email on your landing page.
• Minimize content on your landing page that distracts from your call to action.
• When possible, place your call to action high on the page so it’s obvious to the user.

While you can easily send your audience to your homepage, it’s usually more effective to develop a page targeted specifically to your email audience and focused on the action you’re asking them to take.

Marketing Bites are short actionable tips to help you market your business. Each Bite contains a marketing idea and an easy to complete action. The Marketing Bite is emailed weekly to subscribers.