Emails Are Not Landing Pages
The Copywriter Column #83
Want to know a pet peeve of mine?
It’s when a brand insists on including absolutely every detail imaginable about their product (or products) in an email.
Primary message? Irrelevant.
Primary offer? Not important.
Primary call to action? Hmph.
What matters is putting everything possible in front of the customer “so that they know.”
My response: EMAILS ARE NOT LANDING PAGES!
Emails point to landing pages.
If your landing page cannot convert your customer, then you need to REDO YOUR DAMN LANDING PAGE.
If your emails can’t seem to get eyeballs on your landing page, then REDO YOUR EMAILS.
Or shift your offer.
Or your angle.
I have very strong opinions on this matter.
You know what? I’m not the only one.
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