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Mistake #9 - Sending People to the Wrong Landing Page

You will easily undo all of your good, hard work that you put into your email design if you don't carry the strategy forward and design specific landing pages to go along with each CTA link in your message. For example, if someone clicked on Williams-Sonoma email offering $400 off the All-Clad stainless steel 10 piece set and was taken instead to Williams-Sonoma's homepage which currently features Marché Serveware, it would cause a lot of confusion. Someone might get distracted and instead of purchasing $1,100 pots and pans could end up with a $38 set of dipping bowls. Or, worse, people could simply leave the site instead of searching for the pots and pans that caught their attentions.

Be sure that all of the links in your message take subscribers to the right page on your website to make it easy for them to complete your goals.

Sample 9 - Targeted landing page