Email Landing Pages are Good, Video Email Landing Pages are Better

BtoB Magazine published two wonderful segments today focusing on landing pages for email marketing.
Landing pages have been around since the dawn of email marketing. Some digital marketers yawn when they think of landing pages, but I really don’t understand that attitude.  Landing pages were a “best practice” in the last century and they remain a “best practice” today.  When you think about the evolution of email marketing – especially how email can be extended into a social networking capacity – frankly, I don’t understand why landing pages aren’t used more often.
Actually, I do know why a lot of marketers forgo the landing page route.  Landing pages can be cumbersome to create.  If you have to get a campaign out now you can’t wait for a developer or a designer to create a landing page for you tomorrow.
However, if you do have access to resources (such as the FLIMP Platform) that simplify the process of making a landing page, don’t skip over this important tactic.  “Lessons in landing pages” is a great primer for why landing pages matter.  If you’re going to create a landing page do

• Design it in a look/feel similar to your other email or digital marketing efforts
• Provide clear calls to action
• Don’t send people to your home page – they’ve clicked through your email, so now use the landing page to guide them into a deeper connection

The only element missing:  incorporate audiovisual content.  Again – in email marketing – if you’ve gotten someone to click through, do something to hold their attention.  Audiovisual content is a great way to move someone from your landing page to a deeper connection.
Focusing on the email element of the video landing page campaign, email is the mechanism that you are delivering your message.  Again, the point of email marketing is to drive someone to engage with you.  Opening the email is good, but it is much better when someone clicks through.  Video email can help drive the click through process.  It is important that your email and your landing page coordinate in message, but you definitely want to make sure that someone is going from the email to the landing page.