Emails becoming Landing Pages

More and more emails are turning into Landing Pages to reduce clicks and users dropping off before the purchase.

This is why we can see header menus in emails. Like this one from Kiehl’s:


And also footer menus, like the one in the Smart Insights email:


As Laudato from Constant Contact’s said: “The holy grail in some sense is to let users stay inside the email experience and offer the ability to seamlessly complete the transaction”.

I bet you this is going to happen soon.