Social media is growing fast but business owners should not forget more traditional promotional avenues such as email. A new survey has revealed that shoppers are far more likely to be prompted to buy by email marketing.

The report from Econsultancy called How We Shop in 2010: Habits and Motivations of UK Consumers revealed that few consumers actually ask for product recommendations on social networking websites. However, almost four in 10 shoppers said they had been prompted to make an online purchase as a result of an email.

Just over a quarter of those asked said they had made off-line purchases after an email promotion.

The report also found that many consumers believed that businesses could do better with their promotional emails. Half of shoppers said emails had too much irrelevant information. The same number reckoned the marketing emails often held no value for them.

It’s clear, therefore, that while businesses should be keeping up to speed with social networking outlets, it’s vital that they do not overlook the value of email marketing, too.

Speak to us about our web design services which can include newsletter marketing integration.

Do you use email marketing campaigns to drive traffic to your website? If so, then you also need to make sure that you have a dedicated landing page that can act to maximise click-throughs and conversions.

By a landing page we do not mean a home page. A home page is designed to be all things to all people while a landing page can be specifically tailored to be all about follow-through. This is the place where you can post a special promotion or a proposition.

The best way to hook visitors in is to get straight to the point. Use a headline, or a banner, or bullet points, or a video and make the message clear. Tell the visitor what they will get from your site/promotion.

Think of a landing page as a mini-site that is specifically designed to optimise your on-line marketing visibility, conversions, sales and referrals. Then from this landing page you can encourage visitors to go through to your actual website.

You could think about having several landing pages to appeal to different sectors of potential customers.

To find out more about well-designed landing pages speak to your web designer – and also ask a copywriter to help you with writing the right messages.