Today, Dylan of The Email Wars brought up some interesting points that eCommerce retailers should keep in mind when they’re constructing e-mail marketing campaigns. The e-mail in question was an advertisement for a Crowne Plaza “Pro for a Day” golf experience promotion, and at first glance it seems the advertisement does its job. It’s well-designed, attractive, and the copy, “A Pro For a Day… Even if You Don’t Play Like One” is accessible and fun. Dylan thought so too, clicking on it only to be redirected to an odd URL and a landing page whose design sensibility varied greatly from the promotional e-mail’s. This disconnect created a feeling that something was “off” on the landing page, which could cause a potential customer to pause and then reconsider participating in the promotion.

Consistency in design and location create a sense of reliability and trust, two important elements of your company’s reputation. With e-mail promotions, maintaining this trust and familiarity helps assure customers that you’re not trying to take advantage of them, and increases the strength of your brand. Remember to keep consistency in mind as you prepare for your company’s next promotion.