If I follow a link from an email marketing message, I expect purchasing to be easy (by finding forms prefilled with relevant data, for example), and I expect the landing page to fit the design of the email I got. If it does not, I'll be irritated and reluctant to make a purchase.
Make Landing Pages Fit Your Email Marketing Campaign
That's why you should
- make sure the design of the landing page matches the design of the email campaign it belongs to.
Pay attention to the colors, the images, font size, but also to the wording and tone of the landing page.