This past week I focused on the optimized eMail landing page and the importance of optimizing that page for the devices your customers will view it on. Looked at your expectations of enrolling into a brands SMS and eMail programs and if the experiences should be different. Also talked about the importance of the eMail “From” and how important that is when dealing with a crowed in-box. And I closed out the week on who is doing your eCRM creative and concepts.
The landing page your are sending your engaged eMail subscribers to is just as important as the email itself.
Is it optimized for mobile?
Does it have detailed information for conversions?
Do you know how your eMail subscribers are interacting with this page?
Are you A/B testing the landing pages for optimal conversions?
As you can see, there is just as much to do with the landing page as their is with the email. They both go hand and hand and should be viewed as one for the customer experience.
Do you enroll in a brands eMail and SMS programs expecting different messages, communications and offers?
Another important element to your email program is the “From” line. A suggestion is to include your brand name and to avoid numbers or special characters. The “From” line let’s your email subscribers can better identify your brand in a crowded inbox.
You rely on in-house creative, an agency or other outside resource to create and develop your brands promotional eMail messages?
3) Other Resource
Thursday Fun Question: As a pizza eating consumer, you prefer the following pizza crust…
A) Original Crust
B) Pan Crust
C) Thin Crust
D) Wheat or Gluten Free Crust
E) Flatbread Crust
With more than 23 years of experience in marketing, Bernie is the Director of Digital Marketing at Papa John’s International, based in Louisville, KY. His current focus is building and scaling a progressive digital marketing foundation that balances the needs of both consumers and national/local stakeholders — all while delivering measurable ROI to the business.
Additionally, Bernie oversees brand representation for Papa John’s digital properties and manages direct-to-consumer channels including email, SMS and push messaging. Recent initiatives have centered around bringing together larger promotional efforts with targeted campaigns to engage the consumer at the precise moment of interest.
Follow Bernie on Twitter @B2the7 or @B7_Design & the B2The7 blog @ http://b2the7.com/b2the7