I've opened your email, now what do I do?
Too often an email grabs my attention then veers off message, leaving behind my 3 wasted seconds and a deleted email with no clear call-to-action. You know the ones - where finding the BUY button is a virtual game of hide-and-seek. Or searching for the REGISTRATION link is like an online Word Search Puzzle.
Even more frustrating are landing pages which have nothing to do with the email's main message. If your email event invitation says "Click to Register" but takes me to a Home Page with a two-year-ago video and nothing about the upcoming event, well, "ba-bye."
So make the most of your email by developing a landing page that follows through with the promise you are making in your email campaign. Call-to-Action is a process that begins in the email and does not stop until action is complete. The landing page should look and feel similar to the email. It should offer all the details that didn't fit into the email. It should display a clear and final call-to-action.
Useful article on at Clickz.com on Landing Pages: