Landing pages have a positioning problem. Most marketers would agree the purpose of a landing page isn’t merely to provide a place for prospects to 'land'. A landing page is the tipping point, the proverbial top of the fence, the exact spot on the pavement where the rubber hits the road. It’s the point at which a visitor asks herself, "Am I interested in this offer?"

You’ve segmented your list, crafted your email message, and scheduled your campaign for an immediate launch to 1 million recipients. You check your inbox to verify that you received the email, only to find that the call-to-action box takes you to an erroneous Web page. You’ve lost potential leads, the cost of your email sends, and have confused interested subscribers. We’ve all been here before and don’t want a repeat incident.

The best way to improve your deliverability is to take a closer look at your email list. If you’re routinely sending to bad email addresses, then you probably won’t ever see an improvement in your deliverability. So the first place to start is to clean your email list. From there, if your list is clean and doesn't include any invalid addresses, you will then want to segment even further.

Have you ever felt that you're a different person at work than the one you are at home? No - I'm not talking about the fact that you might turn into a tyrant the moment you're at your desk when you're actually a pussycat at home (although that's certainly true of some of the people I've worked with in previous lives). What I mean is that I've noticed that the decisions marketers make about how to communicate to their customers get divorced from their own personal consumer experiences.