Every email, every ad and every search engine keyword makes a promise
to entice a click. Most of the time that promise is immediately broken
and the brand behind it is tarnished. As marketers, we work very hard
at enticing that first response. We treat the click as the objective
and consider the battle won as soon as that first click takes place.
Billions of clicks are earned each year, but 97% of them amount to
nothing more. If we’re keeping the promises we make to entice the
click, then why are all of these interested people so fast to leave?
Every brand is at stake when it makes a promise. Keeping your promise
means matching the landing experience to the message that earned the
click. It means treating the respondent as a person, not as a mouse
button. And it means letting that person know that you appreciate their
interest and will reward it by fulfilling their expectations.
E-marketing offers a unique, immediate opportunity to enhance or
degrade your brand. What you do after the click dictates your choice.
-- Justin Talerico