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How Email Marketing + Landing Pages Work Together to Get Awesome Results

SAL PARTOVI - JAN 13, 2016

When you send an email, you want subscribers to take action. You want them to sign up for your newsletter, shop on your site, download your latest white paper, commit to a webinar or any number of calls to action you may desire.

So, how can you get more subscribers to take action? Plenty of businesses are creating awesome email campaigns, but some are struggling with conversion rates. Only 22% of businesses say they’re satisfied with conversion rates, according to Econsultancy.

To supercharge your conversion rates, you can pair your email campaigns with a landing page.

In this post, we’ll cover how email marketing and landing pages work together to deliver awesome results.

How email campaigns & landing pages work together

Here’s how it works. You create an effective email, like the one below from Campaign Monitor customer, Le Mer. The goal of this email is to learn more about the story behind their Blue Heart moisturizing cream.

When a subscriber clicks on the call to action, which in this case is the white “Learn More” button, he or she is taken to the specific landing page below. This landing page highlights the company’s entire Blue Heart Collection.

Landing pages like this can help increase conversion rates. How? Let’s dig into the reasons landing pages are effective.

What makes landing pages so effective?

Focused attention

When a subscriber clicks on an offer in an email and is taken to a landing page, he or she is focused on one task and one task alone. That increases the likelihood of a subscriber following through with the action.

What happens if there isn’t a specific landing page for an email offer? Most likely the subscriber is taken to the homepage, or a product page and has to figure out how to take action.

Of course, your homepage is also full of a dozen other links, tab, and images. All of these things can be distracting to this particular subscriber who just wants to follow through with the action outlined in the email.  That’s why landing pages are so effective. They cut through the clutter. A subscriber is less likely to get sidetracked, or confused because he or she arrives on a page that focuses on the offer from the email and allows him or her to take action.

Message match

In addition to keeping a subscriber-focused, a landing page provides continuity. Both the email campaign and the landing page should have similar text and design.

By looking at the email and the landing page, there’s no question that the two are connected. This streamlined approach makes it easy for the subscriber to take action.

By combining an email campaign with a landing page, you capture the lead – not lose it.

How to create landing pages that integrate with Campaign Monitor

For Campaign Monitor users, it’s easy to combine the power of email marketing and landing pages. Campaign Monitor has integrations with several top-notch landing page tools including Unbounce, Instapage, and Wishpond. These tools have premade templates, mobile-friendly options, and tools that make designing a landing page simple even for those that are non-technical.

Because these tools are integrated with Campaign Monitor, email addresses that are collected are automatically added to your contact list in your Campaign Monitor account. It’s a major perk, and it only takes a few minutes to set up.

Tips to create effective email and landing pages

There’s an art to creating emails and landing pages. It requires some attention to detail, but it’s a fairly easy process when you take these tips into consideration:

Matching message

We mentioned before that the message in the email and message on the landing page should match. In other words, if the email offers a 50% off coupon for any regularly priced item the headline of the landing page should mention the same offer. Repetition is your friend here.

Matching look

The email and landing page should have a similar look. That means using the same color scheme, font, and overall design. When subscribers click on an email’s call to action and are taken to a matching landing page, they instantly know they’re in the right spot. It’s a visual cue that helps subscribers follow through with the action.

Simplicity

Don’t try to overcomplicate your landing page. You don’t need a mountain of text and bunch of stock photos. To stick to the basics, keep the text simple and use one image as a background image or use a product image.

Reinforce the decision

In both your email and the landing page, you should reinforce the subscriber’s decision to take action. If you’re encouraging a subscriber to try your software for 30-days, tell them why it’s a good idea. Explain the benefits or provide testimonials that prove your software is worthy of a trial. It could provide the necessary bump a subscriber needs to convert.

One call to action

Your landing page should have one call to action. It might be tempting to add an extra one to drive traffic to your homepage or blog, but now isn’t the time. The whole point of landing pages is to keep subscribers focused on one task; so don’t introduce additional options now.

The call to action should be clear. Create a call to action button that’s a different color than the rest of the landing page. You want it to stand out.

Keep forms short

Whether subscribers are claiming a deal or signing up for your email list, they’ll likely have to fill out a form. You can customize this form to collect any kind of information, but we suggest keeping the form as short as possible.

Emails and landing pages work well together because they streamline a process, you don’t want to hinder your efficiency now with a lengthy form. A form with three fields has a conversion rate of 25%. That rate decreases as more fields are added, according to Unbounce.

Test your landing pages

Just as we suggest testing your emails to maximize your success, we suggest the same with landing pages.

Fortunately, testing is easy. You can change certain elements of your landing page and see which image, text or call to action resonates best with your audience.

Wrap up

Email campaigns and landing pages create the perfect 1-2 punch for effective digital marketing. Increase the effectiveness of your email marketing campaigns by using landing pages today.

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