Email marketing cannot sell anything – except a click. Sounds hard, but basically this statement has its reason for existence. In order to convert email marketing to a sales talent, your newsletter campaigns have to process optimally with your landing pages. Of course, the structure and content of the email marketing campaign also plays an important role. However, once you have convinced the user of a click, it’s the turn of your landing page. With these 5 tips you can optimize your landing pages to get even more out of your email marketing campaigns.
1. Focus on one goal.
Of course, it would be great if the user also subscribes to the newsletter or a webinar next to the download of a whitepaper. However, by offering too many options, the user is often overwhelmed and the desired action is missing. Lead the users clearly to their goal – without the possibility to dodge. This is why landing pages are often isolated from the regular online presence of the company where the focus is mostly on the content. For landing pages, the focus is clearly on the respective conversion. Reduce the content to a minimum, but do not forget to highlight the main benefits and round of your statements with a clear call to action. For example, often a landing page renounces the navigation of the regular website, so another distraction for the user is eliminated.
2. Create and place a clear call to action.
You have defined a goal for your landing page – this goal must now be clearly communicated. The content of your landing page leads the user to a clear call to action. The structure as well as the use of pictures and other elements supports you thereby. The call to action tells the user what to do. Concrete is better than vague. Avoid general texts, such as “Click here” and try to be as specific as possible to communicate the benefits. The CTA button should also stand out from the rest of your content. Work with complementary colour worlds and place the button prominently on the page. Incidentally, these tips are also easy to apply to your email marketing campaigns.
3. Meet the expectations of your recipients.
In your newsletter, you already prepare the recipient for a certain action or topic. Consequently, the user has already an expectation when clicking on the respective CTA in the email campaign. It is necessary to build on this expectation – in terms of content and design. Keep promises and made statements on the landing page, otherwise the user is annoyed and renounce the implementation of the desired conversion. It is also important that the design of your newsletter template and landing page is consistent. The company’s CI is an essential constant factor to build trust and to let the users know that they have landed on the right page.
4. Optimize the use of your forms.
No matter what goal you pursue with your landing page, most of the time you need to query user data for a successful completion. Forms are usually very well suited for this. When using forms, make sure that they are kept as short as possible. On the one hand, you are legally on the safe side and on the other hand, the users are more generous with the disclosure of their data, if there are not too many or you give a reason why the data is required for the respective process. If the user is forwarded from the email campaign to a landing page, existing data – such as the email address – can be prefilled in the form. The optimal synergy of the two elements will increase the conversion rate of your campaign enormous.
5. Implement continuously tests and optimization processes.
You probably test and optimize your email marketing campaigns – so why not the associated landing pages? For long-term success, continuously optimization measures are necessary. For example, change the placement of your elements and work with different images or text elements. In addition, you can test various call to actions, in order to get even more out of your campaigns. Email marketing systems like mailworx work with UTM parameters. With the right analysis software, you can understand exactly how users are moving on your landing page or the entire website.