You’d think landing pages would be no brainers for those of us in email marketing. I mean, we’re all going after opens first, click throughs second, meaning we should be paying attention to where those click throughs go. But apparently we don’t.
It seems there are still those companies linking their email marketing calls to action to a home page, or, if they are using a landing page, they’re doing a poor job of it.
It’s not that landing pages are simple; it takes a lot of effort and knowledge and testing to build a powerhouse landing page that converts at a higher rate. But there are two landing page essentials that can get you started at least, and they are absolutely necessary for effective email marketing:
- 1. Use one-Make sure you use a landing page specific to the email marketing message you’re sending out. I mean it. Don’t send them to a catch-all page or a product listing page or-worst of all-a home page.
- 2. Match the email-When someone does click through, they need a seamless experience. If you’re landing page doesn’t match the look, feel and offer of the email, you are creating friction. Friction slows down motion. That’s bad. We want to keep them moving toward conversion. So make sure your landing page matches the email that links to it in design and in message.
Over time make sure you’re paying more attention to your landing page elements, including the message, design, the information you ask for, etc. But for now, make sure you use these two ways to make your landing pages land you more customers and a higher email marketing ROI!
As summer weather winds down and the mornings get chillier, we find ourselves wearing sweaters and jackets, layering for the cool morning, but ready to peel off that extra clothing when the afternoon heats up.