Jeanne Jennings reminds email marketers that email is only part of the whole picture to reach the goal. Your email campaign depends on many things and one of them which is not directly related to the mail itself is landing page.

Here are the summary of the 7 tips given on the article:

1. Don’t just send them to your home page - Take them straight to the item.
2. Don’t be redundant - Again, don’t make them click and search to get to the page. Tell them exactly what the email told them.
3. Match your landing page to your call to action - Deliver what the call-to-action promises.
4. Use a look and feel that’s consistent with the email - Consistency usually creates a seamless experience, which will lifts response.
5. Define a clear path - Have a clear route in mind and work your pages according to that route.
6. Minimize distractions - Only display information that is relevant to reach the goal.
7. Use daughter windows for ancillary information - Let them having the ancillary information without losing their way.

These tips maybe easier to said than done. If you have a web team, ask for their advices and help. The time you put to optimize landing pages for your campaign will actually pay off.

Source: ClickZ.