From: Clinique
Subject Line: Clinique Bonus at Bon-Ton, Bergner's, Boston Store, Carson Pirie Scott, Elder-Beerman, Herberger's and Younkers!
Date: Friday, February 5, 2010

From: Clinique
Date: Friday, February 5, 2010

Landing pages are often overlooked in email marketing, but are key in maintaining relevance between the email and the visitor's motivation when they click through. Every element of your landing page should state or support the value proposition of your primary offer. If the landing page is confusing, the conversion rate will suffer.

I received this Clinique bonus email this morning and was ready to make a purchase. I typically wait for "bonus time" to do so but this is where my confusion started - the email lists 7 stores that I have never heard of. I clicked through to the landing page to see if one of these stores happens to be located near me. However, when I clicked through, I was led to the store locator, which showed Nordstrom as the closest store (it is not one of the 7 stores listed in the email). Here's where I get even more confused - is the bonus available at Nordstrom, or just the 7 department stores?

I clicked on the "Clinique Bonus" link on the landing page and saw that a bonus is in fact available at Nordstrom. More confusion! Is it the same bonus? If so, why was Nordstrom not listed as one of the stores? Why isn't the gift and offer details on the landing page? After much confusion, Clinique has officially lost me on their landing pages.