Imagine going fishing without a hook and just dangling a worm or lure into the water. Odds are, you would have a tough time catching anything.
Now apply this concept to your email campaigns. Your email can very well be the bait for luring in leads, but how will you catch them without a hook?
The hook, of course, is your email landing page, since landing pages are where conversions happen.
Emails and landing pages go hand-in-hand in an email campaign, but the two aren’t always in sync. And without a unified, cross-channel marketing strategy, you’re likely missing out on a lot of conversions.
Email marketers and conversion rate optimizers must be in sync to create dedicated landing pages for each email marketing campaign.
The two components must complement each other to provide a great user experience and convert leads into customers
1. Message matching to maintain consistency
Message match is the process of matching your ad content to your landing page content so visitors know they’re in the right place after clicking through, and the message is reinforced in their mind.
Message matching is also important for maintaining trust by showing consistency and continuity across channels.
This is critical because trust is the basis for every commercial transaction, and if your landing page is disconnected from your email, visitors could easily become confused (and possibly skeptical), and abandon the page.
To ensure message match:
- Use the same title/headline for both the email and landing page
- Use similar design elements -- visuals, fonts, colours, CTA buttons, etc.
- Most importantly, include the same offer or message (ebook, webinar, demo, etc.)
Citi’s email ad is perfectly in sync with the corresponding landing page:
By looking at both campaign components in this example, there’s no question that the two are connected, because they incorporate each of the bullet points above.
Avoid driving away leads by sending them to a landing page containing exactly what they expect to see, as described in your email.
This streamlined approach makes it much more likely that visitors will fulfill your landing page conversion goal.
2. Dedicated pages for leads to focus on every single offer
Nearly half of all landing pages contain multiple offers. Unfortunately, when this is the case, visitors often feel torn between offers and may only opt for one (which negatively affects the overall conversion rate) -- or even worse, they may abandon the page altogether.
Creating dedicated landing pages for each promotion is a much better solution because visitors’ attention isn’t divided and there’s no cognitive dissonance.
Rather, when a subscriber clicks on your email offer and is taken to the corresponding landing page, they are laser-focused on only one task, increasing the likelihood of a conversion.
Since each of your email landing pages should only contain one offer, only one call-to-action should be used. Doing this clearly conveys the action you want visitors to take.
Make the action attractive by highlighting what’s in it for them, personalizing it, and making their next step obvious.
To make your email landing page even stronger, consider adding multiple cooperating CTA buttons throughout the content, like Thinkific does:
Just like Thinkific did, stick to the same message throughout the page. You can continue to promote the same offer, just provide multiple places for visitors to redeem that offer.
Give your email landing page one distinct purpose and make that purpose clear to visitors. Keep your page goal in sight and focus all of the content and elements around that one goal for maximum conversions.
3. Targeting leads throughout the entire sales funnel
Email lists are made up of individuals at all different stages of interaction with your business, and at each stage, they’re likely to respond to different types of content.
Segmenting your email lists based on where subscribers are in the buyer’s journey has been proven to significantly improve open rates, click-through rates, and sales revenue.
Email segmentation then allows you to create landing pages to correspond with each stage of the sales funnel, with highly relevant, specific offers.
Marketo created a top of the funnel email campaign that promotes a cross-channel advertising worksheet, including a landing page where people can download the worksheet:
It’s clear that this campaign is aimed at people at the top of the funnel, who are still deciding on a specific solution to their problems.
(However, the landing page itself would likely generate more conversions without the header and footer navigations. These clickable links act as CTA buttons -- exit routes away from this page and worksheet.)
Ben Angel created this email landing page specifically for prospects at the bottom of the funnel -- people who have done their research and are closer to choosing his services to solve their problem.
The click-through landing page offers visitors a chance to reserve their webinar enrollment for a discounted price for a limited time:
Optimize all of your email landing pages to precisely match the needs and desires of your individual leads, depending on their location in the sales funnel.
4. Landing pages provide social proof and trust signals to encourage conversion
Someone who clicked through your email to your landing page is already considering taking action. Now you must convince them that they made the right decision in clicking.
Explain the benefits of taking a certain action, highlight why a purchase should be made, and most importantly -- provide real social proof and include trust signals to demonstrate why converting is a good idea.
Common ways to deliver social proof and trust signals include:
- Customer testimonials
- Ratings and reviews
- Statistical evidence
- Company logos
- Customer counters
- Security badges/third-party seals
- Money-back guarantees
This email landing page focuses on showcasing plenty of proof that the offer is worth claiming:
Every email landing page should reassure visitors that they are safe with you and not making a mistake by taking action on your page. Use social proof and trust signals to remove all doubt, and watch your conversions increase.
This last point really sums up the whole idea of the article: landing pages are meant to complement your email campaigns, not complicate them. They should expand on the email’s content and add value to it, without duplicating it.
As a rule of thumb, figure that you have only 5 seconds to keep a lead’s attention.
When creating your landing page, avoid adding elements such as excess copy, images, offers, social share buttons, navigation bars, and other external links.Any of these things could end up confusing and distracting visitors instead of pushing them toward a conversion.
Another useful tip is to highlight important information with numbered lists or bullet points.
Big blocks of text can be overwhelming, so make your copy digestible by limiting each bullet to one piece of information, like DigitalMarketer does:
Remember, emails and landing pages work well together because they streamline a process.That means you don’t want to hinder your efficiency by overcomplicating things.
Keep copy clear and simple, add the most relevant visuals, and only include what is necessary.
When you separate email marketing from conversion rate optimization, you lose out on precious revenue potential.
That’s why your email marketing campaign can’t end with the email alone.
Improve your email marketing campaigns by connecting the dots and optimizing both the pre-click and post-click experiences.
Create segmented emails, and always tie them to focused, dedicated landing pages to create a completely unified email marketing strategy.