ATLANTA, June 29, 2010-Enticing an email recipient to take a desired action isn't always an easy task, but with a relevant, eye-catching and easy-to-navigate landing page, it is a surmountable one. Underscoring the importance of this key tactic, Silverpop,® an on-demand provider of an email marketing and marketing automation platform serving the needs of sophisticated, self-service B2C and B2B marketers, has added new elements to its Landing Pages offering and made the product a standard feature for all its clients.
As competition for email inboxes intensifies, marketers must maximize revenues from every opportunity. And they recognize that few opportunities are as powerful as easily guiding an email recipient directly to a landing page designed with conversion in mind. In fact, a Silverpop report, "8 Seconds to Capture Attention," revealed that six out of 10 companies use landing pages to sell products and services and 19 percent use them to attempt to gather important customer or prospect data.
To help its customers maximize results, while also saving time and money, Silverpop has integrated an intuitive drag-and-drop Web forms builder into its Landing Pages product. The new tool allows marketers to easily create highly customized and branded opt-in, opt-out and preference center forms while also giving them complete control over the look and feel of confirmation pages.
Silverpop client Purchasing Power, a voluntary benefit provider of employee purchase programs, incorporates the new Landing Pages feature into numerous campaigns, including a recent Birthday Club campaign that asks email subscribers to share their birth date in order to receive a Starbuck's gift card on their special day. After just one month, the company is already impressed with the time and resources they are able to save by having more control over the process.
"In the past we would rely on an external agency to build, host and update our landing pages-a process that could take up to two weeks," said Ann Tran online / Web channel manager for Purchasing Power. "Now we can easily navigate through the process in house in just one day and can make necessary changes on the fly without having to possess any technical knowledge. This frees up our creative agency and IT resources to focus on other projects."
Purchasing Power also uses Landing Pages to allow its brokers to complete online forms to register for company-sponsored events and to help existing customers quickly and easily refer co-workers. Recently, the company took advantage of the new landing pages feature and related reports to test several new pieces of creative. The results, indicated by the number of visits to a particular landing page, revealed a strong preference for a specific campaign and helped influence future outreach.
"By developing a landing page with the right look and feel, marketers can significantly increase customer loyalty and improve conversion rates-and if they are able to do so in a way that is efficient and cost-effective the return on investment can be dramatic," said Bill Nussey, CEO of Silverpop. "By making this enhanced Landing Pages offering a standard feature, we are encouraging all our clients to take advantage of the full set of sophisticated email marketing tools at their disposal in order to make their campaigns rise above the clutter."
Silverpop's on-demand marketing platform helps marketers succeed in turning prospects into customers-and customers into fans-through the creation, automation and delivery of relevant, multichannel digital messaging. Companies rely on the Silverpop Engage platform to create and manage sophisticated email marketing campaigns that reach millions of individuals-one at a time-engaging prospective customers and enhancing lifetime customer value and brand loyalty. Silverpop's marketing automation capabilities enable B2B marketers to efficiently manage leads and drive qualified sales opportunities through scoring and by nurturing campaigns that move prospects from interest to conversion. Silverpop's industry-leading thought capital, strategic counsel, service and support helps B2C and B2B customers with the precise level of training and advice needed to quickly improve campaign results and ROI. With offices in the United States, the United Kingdom and Germany, Silverpop's marketing technologies are used by industry-leading brands around the globe. Best practices and white papers are available at www.silverpop.com.