Internet Marketing November 21st, 2018
Creating an email marketing campaign takes a lot of effort, not to forget that crafting an email is an art. Here the email marketer not only creates an email strategy, but also rolls out subsequent plans & implements them with the wish that it will prompt the recipients to take an action. And by an action it could mean anything from opening the email, to clicking on the CTA, moving on to a landing page to purchase a product to downloading an e-book.
Are you worried about how you can encourage more people to take the desired action, and improve conversion for your brand? There is an alarming stats of just 22% stating who are really satisfied with their conversion rates.
So, to change the stats into a happy figure, try aligning your email marketing campaign with a perfect landing page.
Yes, landing page often referred to as the destination page (where you want your subscribers to be directed to) can be an email marketer’s secret weapon to drive conversions. Keep on reading to find out more about how you can use
When a subscriber clicks on the call-to-action in an email, they are most of the times redirected to a specific landing page. The sole purpose of a landing page is to compel your viewers to take the desired action. So, how do you do it?
Ideally, a landing page should be able to highlight all the keys points of your product or services that you want your subscribers to focus on. Such an effective landing page can get you more conversions.
Pro-tip: An ideal landing page is an extension of your email copy that speaks in detail about your offerings, i.e. product/service that is promoted in the email. The best practice is to build a custom landing page without a navigation menu – to help better conversions by ensuring that visitors are not diverted elsewhere. But, sadly, many brands do not follow this & direct their subscribers to their webpage.
Advantages of landing pages
Here is an example of the not-so-perfect landing page:
In this email by Mango, the call-to-action instead of directing subscribers to a custom landing page that speaks about the product showcased in the email, redirects subscribers to their brand website. This way, it defeats the purpose of the email campaign since subscribers will be lost in the array of products listed – instead of being directly led to the offering (product/service) they have clicked the CTA for.
Note: The landing page and your call to action should be in sync, i.e. whatever product you are showing in your email, your CTA should redirect to the same product. A landing page should only feature the product which your email is promoting.
This below email by J.Hilburn is a perfect example of how your email and landing page should sync. Just as you can see, the email shows the 3-in-1 tech jacket and when clicked on the call to action it directs you to the same product on their website as well.
Pro tip: Do not insert any images, links or videos that have no relevance to the product just to add that extra zing in your email because misleading information even though a crowd puller will affect your business in the long run.
Pro-tip: Besides consistency, make sure your emails and landing pages are accessible so that the message is readable and gets conveyed to everyone including the specially-abled individuals.
Landing pages can indeed be your secret weapon for email marketers. So, make the most of it by linking it perfectly, and inviting prospects to experience better brand offerings. Keep your information as relevant as possible to the product being promoted and maintain your brand guidelines.