1) Use them to support your email

Your email copy should be sharp, punchy and brief. Therefore the landing pages needs to hold more detail. Make sure this supports the email in the key arguments used and in the tone used.

2) Use punchy copy

While you need to add detail at this point you are still writing for the web so ensure your pages are easy to scan.

3) Use more than one page

Don’t cram your entire offering on one page – break it down into various sub-sections to improve readability and enable recipients with specific interests and questions to easily find the information they require.

4) Use multiple call-to-actions and response mechanisms

As well as the usual array of phone numbers, email addresses and enquiry forms also consider using a call-back facility or online chat as ways for recipients to respond.

5) Dynamic landing pages

As well as personalising your email you can also personalise the landing page. This could be a pre-populated web-form, the salutation or even a voucher code.

6) Minimise external links

Your landing pages and microsite should be designed to satisfy all of the recipients basic information needs and to prompt them to contact you further or make an online purchase. Links to other websites or sections of your own site can hinder this.

7) Include a forward-to-a-friend option

Make it easy for anyone clicking-thru to send the page to a colleague or friend by using a forward-to-a-friend form.

8) Test landing page creative

If you have a large list you can test several landing page designs to samples to test the effectiveness in generating leads before finalising on the design to be used for the remainder of your list.