Last time, I introduced a new topic for discussion - the relationship between deliverability and Web content management. So let's start with landing pages. Sophisticated online marketers use multiple channels to direct quality traffic to their Web properties. For instance, PPC advertising is often used in concert with email  marketing campaigns to drive traffic, and the first point of contact is usually on a well crafted landing page.

The workflow looks something like this: marketer spends on PPC to drive traffic to landing pages and continues the relationship via email marketing.

The landing pages balance two goals:

• Drive Conversions. For a customer who is ready to buy or convert, the landing pages are designed to facilitate and ease this sales conversion.


• Generate Leads. For a customer who is looking for more information but not yet ready to convert, the landing pages are designed to entice registration and capture data such as email address and other demographic information.

In the case where a lead is captured, often the next step in the marketing process is to trigger a drip campaign whereby a set of email offers is sent to the subscriber. These emails include links which further direct email recipients to landing pages designed to drive them to purchase (convert). Email deliverability is very dependent on both types of landing pages - PPC landing pages and email-link landing pages. In my following posts, first we’ll examine PPC landing pages in more detail, and then we’ll examine email-link landing pages.

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