Great emails alone don’t make a campaign. To drive conversions from those emails, you’ll need to push your audience in the right direction so that they complete the desired action–be it a purchase, webinar registration, download, or something else. That means that where your customers land after the click matters as much as the message itself. As such, each email should come with its own landing page, one that is tailored specifically to the segment receiving the email.
Landing Pages are an efficient way to create customisable, single-purpose webpages that your readers land on after clicking a link or call to action button from your website, a search engine or one of your email messages. They’re a great way to offer more details on a promotion or event, to provide additional product information to readers contemplating a purchase, or to capture visitors’ contact information. Landing Pages are a powerful tool for engaging with website visitors, re-engaging your email readers, reinforcing your company’s message and inspiring customers to act on your products or services.
Add the FOMO Factor to Your Email Landing Page
FOMO is an acronym for “Fear of Missing Out.” People hate missing out, it’s just one of those universal truths. Whether that’s a great deal or a one-time opportunity, if something won’t be around forever, subscribers feel compelled to act fast.
Use User-Generated Content
Using user-generated content (UGC) lets visitors and potential customers can help you drive conversions by both showing your products/service in action, while also delivering a dash of social proof to build credibility. What’s more, data from Yopto found that 77% of customers prefer user-generated photos, as they help communicate value to prospective buyers. Try pulling content from your Instagram feed, review sites, and other UGC channels and adding them to your email, landing page, or both.
Keep A Tight Focus on the Offer
When someone clicks on a link in an email and are taken to a landing page, that person is focused on completing one task, which increases the chance that they’ll go the distance and complete the action.
By contrast, consider what might happen if a subscriber clicks a link and lands on the home page. In this situation, they’ll need to figure out their next move themselves. If you’re lucky, that person might browse through your website and convert on their own, but even in that best-case-scenario, your efforts are hard to track. Worst case, the visitor is confused and clicks away.
An effective landing page cuts through the noise, eliminating the extraneous links, images, comments, and irrelevant offers so that the subscriber can evaluate this one thing. Keep things focused by creating a landing page that echoes exactly what was outlined in the email.
Avoid Escape Links
If we’re talking home page design, then options are considered a good thing, as they offer visitors an opportunity to explore content, products, and a whole range of offers. In that case, navigation can help lower bounce rates and help visitors understand the product and the brand. Landing pages, however, serve a different purpose. Here, your goal is to get your visitors to follow clear instructions, like sign up for a free trial or make a purchase.
According to research from Xerox, subscribers are 80% more likely to read content if it includes eye-catching colours and high-quality imagery. This means you’ll want to put together an email-landing page combo that gets subscriber attention.
Add images and graphics, dynamic sales text, and more to convince your subscribers to head to that second location. Keep in mind, stock photos won’t do much when it comes to helping brands build trust or build a relationship with their audience.
Once there, consider adding a video that offers more information post-click. Because email service providers block images and don’t usually support embedded video, the landing page presents an opportunity to deliver the multimedia “wow factor” that email can’t provide. Entice your audience with compelling copy and a static image, then expand on that experience after the click.
Email campaigns and landing pages are the perfect pair for driving conversions, but you’ll want to make sure that both elements work together to reinforce the visitor’s decision to act. Why should they sign up for a free trial? Why should they buy that winter coat or join your rewards program? What will they gain by taking this leap?
Keep the focus on how you add value to your subscribers by using testimonials, videos, and more, and be sure to test out different colours, fonts, headlines, and CTAs, to see what really drives conversions.
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