WHY EVERY EMAIL CAMPAIGN NEEDS A LANDING PAGE
An email campaign cannot be effective in isolation. Its whole purpose is to encourage recipients to take action, and this usually involves clicking through to your website. This is why a strategically designed landing page is essential, because it presents your one opportunity to convert a click into further engagement and hopefully a sale. Sending recipients to your home page isn’t enough – you need a targeted page perfectly geared to directing visitors to the specific information they are interested in.
Tips for designing an effective landing page for your email campaigns
The first tip for creating email content and landing pages is to consider the specific goal you want to achieve. Do you want to convert the recipient into a sale, or do you want to put them on a path to conversion and capture additional information at the same time? Are you looking for instant conversion, or is there more benefit to long-term nurturing of the lead?
Other crucial things to bear in mind include:
· Calls to action at every stage. You need to push an emotional trigger in your email content to encourage a recipient to click through, and then your landing page needs to push it again. It isn’t enough to send recipients to your landing page – you need to encourage them to take action once again.
· Reinforcement. Your landing page should reinforce the call to action and the initial message of your email content. Whatever was interesting enough to the recipient at the first stage should be made even more compelling at the landing page stage.
· Offer value. Your customer needs to see the value to themselves personally of clicking a link in your email, and continuing on from your landing page.
· Make it easy, and make sure it makes sense. It should be effortless to click a link in your email and then find the information or offer that the email promised. Don’t frustrate your visitors by making them work too hard. The content of your email and your landing page should also match, so that clicking through makes perfect sense to the recipient.
Do you need more than one landing page?
You may find that you have to create more than one focused landing page for a particular campaign. This depends on the content of the email, as it may be pointing recipients in slightly different directions. For example, you need a landing page for a special offer or online promotion marketed through your email, and a separate landing page for a different call to action – such as a one-to-one consultation or a buyer’s guide to help a customer find the perfect product.
Having these separate targeted pages is essential for managing customer expectations. If a recipient is interested in the special offer and they click through to a home page or contact page instead, they will inevitably click away. The special offer piques their interest, then the landing page consolidates the initial engagement and hopefully funnels the customer towards a sale.