You set your campaign goal, designed your newsletter, and sent it to your subscribers. The title of the subject, its content and your message persuaded the recipient to open and read the email, click on the link and navigate to your website. Goal achieved?
No – or probably not yet. Your campaign may fail if you have not taken into account an important factor: Landing Page.
Landing page we call the direction page or – by faithfully translating the English term – the landing page, the page that your subscriber comes to when he clicks on a link or a button that you have embedded in your newsletter.
The landing page can be a sub page of the web page, a separate page dedicated to the site or a page with a different domain. As a landing page, we define the page where our visitor is invited to act, make a purchase, subscribe to a newsletter, or participate in a contest by completing its details or downloading an article as a cc file, depending on your campaign’s goal.
It is therefore obvious that you have to give equal weight to the landing page design, which you also give design your newsletter . This is the only way for your subscribers to get the desired conversion action.
How will you do that? Following the basic practices listed below.
The page must be consistent with the content described in your newsletter and the goal you have set. For example, if your newsletter tells the reader a discount on the price of a particular product but you drive it to a page with many products or even worse on the first page of your eshop, the visitor is likely to leave the . Briefly, creating a landing page should serve a single purpose (e.g., a product) , which also responds to the content of your email campaign.
rules you follow in planning your newsletter, also apply to the landing page.
Use simple, understandable language, short titles, small, separate paragraphs, and comprehensive sentences in your text . The visitor must quickly recognize the information and the benefits from it in order to proceed with the action we are targeting.
The same principle of simplicity also applies to the design of the page. Avoid polychromy and use a few images and match your content. Also be careful when using flash applications, especially if they also affect the page load time. Keep in mind that our goal is not to distract the visitor with unnecessary or irrelevant content.
As we have emphasized repeatedly, you should constantly try new and different elements in your email campaign to increase your chances of success. The same goes for the landing page of your campaign. Create different page versions and experiment with both content and design to get the ones that appeal most to your visitors and lead to more conversions.
The Landing Pages topic in Email Marketing does not end here. Follow the above tips first and in subsequent articles we will deal in detail with individual practices and examples of successful landing pages in your email campaigns.