How to Optimize Landing Pages for Email Marketing Campaigns
Landing pages are standalone webpages distinct from your main website that have been designed for a single focused objective—typically collecting digital leads. They’re a critical part of several different kinds of digital marketing campaigns, including pay-per-click (PPC) advertising, social media advertising, and more. One of the most common digital campaigns that often requires a landing page is email marketing. Emails and landing pages work hand-in-hand to streamline a specific process. As such, the content and design found on an email campaign’s landing pages needs to be consistent across the board with the emails that link to them.
When an email marketing campaign and landing page work together to provide a simple, frictionless user experience, they can achieve a very high return on investment for Houston-area businesses. You can create superior landing pages as part of your next successful email marketing campaign in 5 easy steps.
Step 1: Simplicity is key.
Don't overcomplicate your landing page. Simplicity is key to achieving a high success rate and a great user experience. Stick to the basics and keep the actions you want a user to perform clear and easy to find. Put the offer front and center so visitors know what they are getting. Use visuals that are appealing and complement the offer.
Step 2: Content is clear.
Writing a clear, concise, action-oriented headline that is clearly understood will lead to a higher conversion rate. Visitors’ attention spans are short, especially online. That means your offer needs to be as clear as possible across the board to grab their interest. While the marketing email will broadcast the offer, a good email-marketing landing page should explain the value of that offer in a clear, simple, and compelling way.
Step 3: Design is consistent.
Your marketing email and campaign landing page should have a similar look, colors, fonts, and overall design layout. This provides less confusion to the visitor. For instance, you don't want your visitor to click on a call to action and be taken to a landing page that looks completely different from the email he or she just interacted with. This will cause confusion and frustration. If the user is taken to a matching landing page, they instantly know they're in the right location. An easily understood campaign that will lead to higher conversion rates.
Step 4: Offer is understood.
Reinforce the decision you want users to make by clarifying the specific benefits of the offer. Format the email and page in a way that adds value to the offer and the action the visitor needs to take. Encouraging a subscriber to learn more about a product by telling them why it's a good idea and explaining its benefits adds value and creditability.
Step 5: Call to action is enticing.
The whole point of driving traffic to a landing page through email marketing is to keep the visitors focused on the task at hand. You want them to perform a specific action without being confused by multiple offers. Focus on a single action or offer on each landing page and call upon the user to take the desired action in a convincing fashion.