Avoid Landing Page Disconnect

Try to avoid making one landing page that fits all outbound messages. The first job of a landing page is to confirm that the readers of your outbound message have indeed come to the right place. If you've advertised one white paper, but you have four others to offer, first play off the one you originally heralded before you present the others. You may offer the other three white papers after the advertised white paper or on a subsequent screen, but do lead with the original offer. Yes, some forms of email marketing "bury the lead or offer" and force you to read through hundreds or thousands of words of copy, and this can work. But you really need to know how to do this right. The delayed gratification offer better be so juicy as to keep visitors reading on and on before hitting pay dirt.