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What is a landing page? In common usage, the term “landing page” often refers to any pages or sub-page of a website. In fact, landing pages have a specific function: they are the first stop for visitors who have clicked on a specific link. Because of their importance, there is much to be considered when creating or optimising a landing page.

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Diana Primeau, Director of Member Services at the US media site CNET describes how she increased the clickthrough rate by 26 %, the opening rate of the welcome e-mail by 12 % and that of subsequent e-mails by 10 %.

Primeau cites these figures in an article on MarketingSherpa, in which she also reveals a number of details of the programme she used to achieve these successes. At the heart of this was a lead nurturing campaign.

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From May 2018 onwards, the EU General Data Protection Regulation (GDPR) will largely replace the current German Federal Data Protection Act (BDSG). This will also result in changes to some requirements for e-mail marketing. In certain cases, data use for the sending of commercial e-mails will be easier in the future. Considerably more extensive fines have been introduced for cases of unlawful data use, however. more

Steadily increasing competition, niche marketing which has been driven to the extremes, as well as the basic professionalisation of e-commerce have resulted in an unprecedented level of complexity. This is especially true when it comes to the marketing of products and services. Online retailers need to take data-driven marketing in new directions. more