Studies have shown that there is one specific element of your email marketing campaign that if done right, can increase your conversions by 60%. And it is NOT the subject line, your email list, the graphics you use or the “From” address. Feeling a little lost? You aren’t alone! And this conversion-boosting element is often overlooked or ignored completely by most email marketers. So just what is this secret weapon?

It’s actually no secret at all. It’s your landing pages - those pages that greet your visitors once you’ve gotten them to click through your email campaign. And landing pages should absolutely be an integral part of your email marketing efforts.

Your landing page can make or break your email marketing initiatives. A good landing page will help email recipients continue through the sales process or funnel them onto the next step. Mediocre landing pages might perform at an acceptable level, giving you an inflated sense of success while you are losing out on quality opportunities to convert. And bad landing pages can be really bad - they can confuse or derail recipients to the point that they become annoyed, leave the site, or even rethink their association with your brand.

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