Copyblogger posted some great findings on how crappy landing pages kill email campaigns. Here’s the summary:

  • Business-to-consumer companies are more likely to use readable URLs than business-to-business firms
  • Nearly 50% of the landing pages studied failed to repeat the email’s call to action
  • 6 out of 10 companies use landing pages to sell products/services; other goals include lead generation, branding, and education (educate target audiences, support product usage)
  • 17% of email marketing campaigns (mostly business-to-consumer) dumped recipients at the company’s home page as opposed to a unique campaign landing page
  • 35% of landing pages failed to match the look, feel and tone of the original email
  • Only 36% of the landing pages used the recommended one-column format; 25% used two-column formatting
  • 9 out of 10 landing pages had the main call to action above the fold, but of those pages that had copy continuing past the natural fold, only 11% had additional calls to action adjacent to the below-the-fold copy