Article first published January 2016, updated May 2019
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, register for 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.
Read on to discover how email marketing and landing pages work together to deliver awesome results.
What is a landing page in marketing?
A landing page is a web page whose sole purpose is to move prospects down your sales funnel. It’s designed and optimized to convert interested prospects into buyers. One of the best ways to get visitors to your landing page is via email.
Source: Campaign Monitor
There’s no better combination of tools than a landing page and your email marketing platform to lead you to a successful and profitable marketing campaign.
While the traffic to your landing page can come from your email list, it can also come from other sources, such as:
- Social media page
- Lead magnet
In essence, a landing page is where you take visitors to your website in order for them to take action on your marketing goal.
How to optimize landing pages to increase conversions
Because of its importance in your funnel, it’s imperative that you know how to optimize your landing page for higher conversion rates. Here are a few tips to get you started:
Craft captivating headlines
What do a landing page and email marketing have in common?
Their success hinges on the headlines you use.
When it comes to creating a headline for your landing page, make sure it offers the same benefits as the source of traffic. Failure to do so will lead to confusion and prospects dropping off.
Nothing inspires confidence more than the testimonials of satisfied customers. Including testimonials on your landing page is a great way to encourage prospects to take action.
Another great way to build trust is by including your contact details in the footer of your landing page. When people know that they can easily reach you, it alleviates their fears that they may be dealing with a scammer.
Follow SEO best practices
While your main aim is to couple your landing page and email marketing campaign, it’s also advisable to optimize your landing page for SEO. The organic traffic it’ll draw will boost your results.
Implement practices such as researching and using the impactful keywords in the right places.
People don’t like missing out on a good deal. If that good deal will be around forever, they’ll take their time to grab it. This is why employing FOMO techniques on your landing page is a great idea if you want to increase conversions.
You can easily do this by running limited-time (or stock/slots) offers. You can also run time-sensitive discount offers. However you go about it, let your prospects know that, by not grabbing the opportunity you’re presenting them, they’re definitely missing out.
How a landing page and email marketing campaign work together
Here’s how it works. You create an effective email, like the one below from 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?
Not all landing pages convert the same. So what are some qualities that make an effective landing page?
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 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 and has to figure out how to take action.
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 what makes landing pages 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.
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’re more likely to capture the lead.
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 without a lot of technical experience.
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:
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.
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.
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 push 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 from 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.
Email campaigns and landing pages create the perfect one-two punch for effective digital marketing. Increase the effectiveness of your email marketing campaigns by using landing pages today.
Remember, not all landing pages convert the same. To get the most out of yours, follow landing page best practices to optimize your landing page for higher conversions. And make sure to use the dynamic duo of a landing page and email marketing platform to reach your goals faster.
For inspiration on your next landing page design, check out our article entitled “12 Best Landing Page Designs of 2018.” Not only will you get design inspiration, but you’ll get more tips on how to master this powerful marketing tool.