Effective e-mail marketing is not just about sending emails. It usually includes a website where interested potential customers land when they click on an e-mail to follow their “call to action”. You can get high open rates and a very impressive CTR, but if the landing page does not pour perspectives through to the target email campaign, it is pointless.
So how can you make these landing pages effective in working with your email marketing message? Read and implement these valuable tips for more effective landing pages in your next email marketing campaign.
Send your email recipients to the target page and not the home page. Sending email recipients to the home page is the easiest thing to do. It is also the lightest thing to do and the most ineffective. Especially when the product or service you promote in the email does not appear on the homepage (I’ve seen it done so many times that it’s crazy!). Absolutely don’t make people look for what you told them it’s there. Take them straight to your landing page!
Avoid being Broken Record – Don’t repeat. We’ve all seen landing pages that tell you exactly what your email told you – no more, no less. Why prepare a landing page that does not add any value? Download interested prospectuses directly to the next step from your email! If you would like them to register for a free report, bring them to the landing page, or if you have made a special offer or promotion, bring them to the landing page, where they can buy a special offer or register an interest in the offer.
A good email engages potential customers. Informing them about something important and relevant to their business and then setting expectations for what they find when they click. If you are promoting a new product with a link to “find out more”, your audience expects them to land on a more informative website. If it’s an “order now”, they expect them to land on the site to start the order process. If it is a “read the whole article”, they expect to land on the full article page. Make sure you keep the Call-to-action promise. Now your email may have more than one “call to action”. It’s good that you can include several calls to action in your email. With customers I often recommend “find out more” right next to the “order now” to see if we have provided recipients with enough information in the email to go directly to the sales order page. Make sure that all calls for action lead you down the path to final email marketing goal. You should not send your email recipients to the “About us” page if there is no direct link from which they can place orders.
Use Look and Feel That’s Consistent With your Email Message. Have you ever experienced a click on an email and move to a website that is not similar to that email? You feel lost and don’t know what to do next. You’ll probably just leave the site. Don’t let this happen with your interested perspectives. Make sure that the landing page has a consistent look and feel. Something as simple as having the same image on the target page and in the email quickly informs email recipients that they are in the right place. Another way to do this is to repeat the benefit-oriented header. You want your email to flow naturally to the destination page, so there is no disconnection for the email recipient.
Define a clear path that I like to think of email as a starting point. The target page is the next step towards the final goal. You will need enough content to do the job, but do not create multiple sites that your potential customers will abandon the path before they reach their final goal. The more simplified it can be done, the better.
Minimize distraction. Once you’ve set your path, don’t distract your potential customers with other things. You must ask yourself why each piece of information is on each website and remove any distracting information that does not help potential customers reach their final goal. This is especially true for links that lead the audience to other third party websites. This also applies to any internal links to other sites on your own website.
Sometimes you will need to include supportive information to do the case. If so, open it in your daughter’s window, especially if it takes readers to a third party site or beyond the path to the final destination. This way they will get the information without losing their way.
It is easy to read these tips and agree, it is much harder to implement them. However, it is worth trying. Read review of top landing page software for effective email marketing campaigns.