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Creating a relevant e-mail experience from click to conversion

February 04, 2008 | Internet Marketing

A conversion point rarely lives in an e-mail. It's off on a landing page, or a few clicks into your site. So while your e-mail messages may be relevant, the time from click to conversion can be a critical danger zone.

As e-mail marketers, you assume subscribers will only spend a few seconds reading your e-mails - at which point they decide to keep reading, move on to the next e-mail or delete. In order to make sure as many subscribers as possible opt to keep reading, you work at making your e-mails more meaningful, more personal and ultimately, more relevant. The most effective e-mail programs usually include subscriber preference centers, segmentation strategies and dynamic content - all great tactics to improve the effectiveness of e-mail, but is it helping with conversion?

A conversion point rarely lives in an e-mail. It’s off on a landing page, or a few clicks into your site. So while your e-mail messages may be relevant, the time from click to conversion can be a critical danger zone. Web personalization - the act of dynamically customizing a Web page based on user attributes such as geo-location, depth of visit, time on site, or language — can make the after-click experience more relevant. It’s the perfect partner for e-mail marketing.

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