When sending emails to your target audience, you want them to take action. Newsletter signup. Register for a webinar. Shop on your website.
How can you motivate more recipients to take action and supercharge your conversion rates? Email marketing and landing pages on their own are powerful tools. Yet, together they are an unstoppable marketing force.
“Your landing pages are not Wikipedia. Don’t add unnecessary links.” – Oli Gardner
A well-thought-out and designed landing page can significantly increase conversions for your email marketing campaigns. Rather than having a content-heavy email campaign or directing readers to your general website (where they might get distracted), make the experience easier by directing them to specifically-designed email landing pages that will steer them precisely in the direction you want them to go.
In this article, we’ll cover the following email marketing and landing pages topics:
- What is a landing page?
- Email post-click landing page – what is it?
- What can a landing page do for your email marketing?
Ready to find out?
To confidently make a conversion (i.e. sale), you first need to build a relationship with your target audience. Keep in mind, relationships are built at different stages.
Transforming your audience from “I recognise that brand… they seem okay” to “I can’t recall life before finding this brand!” might seem like a Herculean task. Yet, all it takes are only a few strategic tweaks. Therefore, one of the best places to start building a relationship with your leads and customers is through email marketing and landing pages.
“Why does establishing a relationship matter? Can’t I just make the sale as quick as possible?”
The simple truth is that people function on connections and a sense of belonging. They want to feel nurtured and looked after. Especially during the sales process.
If you want to build a more lasting impression and create a personal connection with your audience, start caring more about the people and their experience with your brand (i.e. email campaigns, landing pages, general website, etc.) rather than competition and revenue. The latter will come once the people know, like and trust you.
The Essence Of A Landing Page
A landing page is a follow-up to any offer, deal or promise you’ve made in your email campaign’s copy. It’s essentially the next step you take towards converting a visitor to a lead and then, the Holy Grail, a customer.
Just as any other part of your digital marketing arsenal, landing pages require specific clear goals. Without them, you won’t be able to craft an effective landing page. The second crucial element is the specific expectations. From previous experience and anecdotal evidence to simple wishful thinking, it’s helpful to have numbers to compare your results to (i.e. total number of previous conversions or visitors from a specific landing page).
There are many different types of landing pages –
a) Lead capture page
Lead-capture landing pages are post-click landing pages where an optimised lead-capture form is hosted for the sole purpose of collecting information about leads such as email address, name, job title, industry, etc. The captured information is later used to build a relationship with your leads and nurture them down the marketing funnel to reach a conversion.
b) ‘Get Started’ page
‘Get Started’ landing pages seek to persuade the visitor to take action by highlighting the benefits of getting started with a service. EmailOut’s Home page is a perfect example of landing page brilliance. It leads with a clear headline – “Think Outside The Inbox”. Then, it follows through by detailing all the benefits of using the email marketing platform. Hooked already? All this excellence is then wrapped up by prompting the visitor to get started with a prominent call-to-action – “Get My Free Account”.
c) ‘Unsubscribe’ page
No marketer enjoys building a landing page for people abandoning ship. Nevertheless, it’s crucial not to ignore that having an ‘unsubscribe’ page is a must. It should tell people they’ve successfully unsubscribed, give them the option to update their preferences and present you with another opportunity to entice those leavers to stay. Look at Bonobos –
d) 404 page
Ideally, you do not want users to see a 404 page – at all. Crafting one probably isn’t even in your top 10 landing page to-dos. However, to ensure the superiority of your brand (even with a 404 crisis) and maintain your audience’s interest, you need one. Turn a negative into a positive. Entertain the visitor. Marvel, for example, has done an outstanding job with their 404 landing page –
e) ‘Thank You’ page
More often than not, ‘Thank You’ landing pages serve no real purpose aside from keeping it professional, showing gratitude and indicating the finalisation of the conversion process. It tells the visitor what they already know. However, you can showcase your awesomeness by offering the visitor something extra. Take a look at Optimizely –
f) Email Post-Click Landing Page
You’ve certainly heard of post-click landing pages. Well, email post-click landing pages are pretty much the same. They are standalone pages utilising persuasive elements (i.e. testimonials, signup or contact forms, benefit-oriented copy, etc.) to entice visitors to convert. As the name implies, prospects/leads reach those pages after clicking on a link in your email.
Simply put, email post-click landing pages are a virtual elevator switch. A one-page summary of your offer (or whatever your email campaign is focusing on) offering further beneficial information to the visitors to seduce them to take the desired action.
Think about it. With email generating the highest ROI compared to any other marketing channel, combining it with landing pages will make you a force to be reckoned with.
Email Marketing and Landing Pages: How Do They Work Together?
Have you ever wondered why email marketing platforms offer landing pages as a feature?
They go together like Batman and Robin. Anthony and Cleopatra. Richart Burton and Liz Taylor. You cannot have a highly successful and profitable marketing campaign without combining email marketing and landing pages. Yes, you will achieve some good results with only an email campaign. But, why settle for good when you can have great.
Before you dig in into why email marketing and landing pages are a dynamic duo you need, here’s a refresher of how the email marketing funnel works –
Noticed something? Hint: Landing pages are included in the very first stage.
With 91% of consumers preferring email to any other communication channel, followed by 61% favouring websites, it is imperative to design email campaigns that resonate with your target audience AND landing pages that further prompt recipients to take the action you want.
Yes, open and click-through rates are important email marketing KPIs. But, what good is an email campaign if it does not entice readers to convert? Once it does make them click-through then what? What happens after your audience clicks on the call-to-action (CTA)? They go to a specifically tailored landing page and then what?
The landing page your leads or customers end up on after the click is as important as your email campaign message. Therefore, each email campaign should come with its own landing page (if possible or required). One explicitly designed for the segmented target audience.
What makes a great email landing page?
The elements of a normal landing page are –
a) a robust and prominent call-to-action (CTA),
b) an enticing offer,
c) compelling copy; and,
d) an irresistible headline.
Yet, unlike normal landing pages with multiple CTAs and many things to focus on, email landing pages have one specific CTA allowing the visitor to concentrate on one task and one task alone. This way, the likelihood of leads/subscribers/customers following through with the action increases exponentially. Moreover, the stronger your email landing page, the more confident you’ll be directing newcomers to it and achieving a conversion.
What if you don’t have a specific email post-click landing page? In all probability, the recipient will be directed to your homepage – or product/service page – and they have to figure out how to follow through on the CTA they clicked in your email.
When combining email marketing and landing pages, it’s imperative to follow best practice –
- Craft compelling and catchy headlines that are easy to read and understand
- Stick to one clear, prominent and compelling CTA to reduce the risk of confusion
- Make it visually engaging with relevant images or videos
- Utilise SEO best practice with keyword-rich landing pages for better SEM results*
- Use a FOMO approach to prompt visitors to take immediate action
- Avoid typical website navigation to ensure visitors won’t escape the landing page by clicking away on other links
- Always keep your email and landing page coordinated by maintaining the same design (i.e. font, colour, logo, etc.)
- Each email campaign should have a dedicated landing page
- Test, test and test again to check what works best and drive conversions effortlessly
*A bonus: Your email post-click landing page could be indexed by search engines. Hence, your ranking will improve when people do a keyword search. So, carefully think-through the SEO element of your landing page.
Email Marketing + Landing Pages = Marketing’s Dynamic Duo
The beauty of combining email marketing and landing pages is that you ALREADY have the email addresses and know something about the recipient – where they signed up from, perhaps previous purchases and the like. Thus, the email landing page can be tailored to that information and, in turn, lead to a conversion. Additionally, you will be able to –
- Welcome new subscribers/customers and make an awesome first impression
- Onboard customers with highly personalised email campaigns based on their needs
- Nurture quality leads and focus their attention on taking a specific action
- Send tailored recommendations based on email list segmentation
- Rekindle inactive users with further assistance, offers, deals, etc.
Whether you are launching a new product/service or assessing interest in new campaign content – Black Friday, Cyber Monday or Christmas special offers, you can craft specific landing pages that will seamlessly connect to your email marketing ensuring higher conversions and ROI.
Keep in mind, it won’t happen overnight. You will have to evaluate, improve and test over and over. But, at least with all this information at your fingertips, you’ll start (if you haven’t already) with a strong foundation.
How To Create A Signup Form With EmailOut
When advertising a new product launch or a service, you’ll need to collect data. Therefore, your landing page will require a signup form. You can create one with EmailOut in 3 easy steps.
1) Choose your signup form’s title
2) Select the data
3) Copy the code
Once you’ve collected the data you require, this can, in turn, trigger an autoresponder series –
a) Thank You & Welcome
b) Promote the new product in the original advert
c) Offer % discount on additional purchase
d) Abandon cart
N.B. EmailOut’s sign up form allows drag and drop functionality. Thus, you can rearrange the data fields to change their order.
Designing email campaigns and landing pages is an art. It requires high attention to detail, “outside the (in)box” thinking, uniqueness and a dash of creativity. However, by considering these 6 important factors, the whole process will be fairly easy.
1) match the message – email marketing campaigns and landing pages must be coordinated.
2) match the look & feel – use the same design, colour palette, font, etc.
3) make it simple – DON’T overcomplicate your landing page with tons of copy and images.
4) one prominent compelling CTA – the entire point of email landing pages is to keep the focus on ONE task. Don’t introduce more opportunities to divert – or confuse – the reader.
5) fortify the decision – if you’re encouraging the reader to open a FREE email marketing account, explain why it’s a good idea and what the benefits are.
6) always A/B test – just like you would test email campaigns before unleashing them to your target audience, it’s best practice to test your landing pages.
Remember, your email post-click landing pages must be error-free, easy to read and reinforce the email campaign’s call-to-action focusing visitors’ attention on one clear task.
Are you ready to put the dynamic duo to work and reach your marketing goals faster?