Landing Pages Are the Top Channel Used with Email Marketing - eMarketer

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Landing Pages Are the Top Channel Used with Email Marketing

Majority of emails include a mobile responsive landing page at least sometimes

April 3, 2014

Three-quarters of marketing professionals worldwide use landing pages as part of their marketing efforts, according to November 2013 polling by ExactTarget. And more recent research suggests that these are becoming a key feature of email marketing campaigns.

In a February 2014 study by Ascend2, more than six in 10 marketers worldwide said that landing pages were the marketing channel most often integrated with their email programs. This was the most popular response by far, with second-place social media and No. 3 events each cited by around four in 10 respondents.

Marketing Channels Most Often Integrated with a Company's Email Program According to Marketers Worldwide, Feb 2014 (% of respondents)

ExactTarget found that emails directing readers to mobile responsive landing pages were gaining ground. Among marketers worldwide, nearly two-thirds of all emails sent had a landing page with mobile responsive design at least sometimes.

Emails that Have a Mobile Responsive Landing Page According to Marketers Worldwide, Nov 2013 (% of respondents)

And though 15% of all emails rarely had a mobile responsive page, this still means that respondents had used the tactic at some point. Just one-fifth of marketers’ emails never had a landing page with mobile responsive design.


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