Creating a stellar email is only half the battle. Maybe you’re able to convince leads to click on the CTA, but then what?
In order to entice your audience to take that next step, you need to direct them to a quality email landing page.
What is an email landing page, and how do they help convert leads?
There’s a reason your CTA doesn’t send your leads to your home page where readers have to fend for themselves. You want to continue the message that you started in your email and send your contacts to a custom landing page that brings them further down the buyer’s journey.
Take a look at this email example from Xfinity:
After contacts click on the “Visit Today” call to action, they’re taken to a custom landing page specific to that store, with additional CTAs about visiting and signing up for services.
Think of this strategy like the bait on a fishing line: the email draws in the attention of a lead or customer while the landing page is like the line and hook that reel them in.
Keep mobile in mind when building your email landing page.
It’s easy to get caught up in building a great email landing page that looks flawless on your computer. However, nearly 70% of emails are opened on mobile devices, so your landing page designs need to be optimized for this platform.
That’s not to say you still can’t have interactive or visual elements on your page. For instance, adding a video on your page can boost engagement by 80%. However, you need to make sure whatever elements you use look good when viewed on a mobile device.
How to measure an email landing page
Even though email landing pages are built for custom campaigns, you’d measure your email landing page in a similar way that you would any website. Since this page is a specific destination from an email campaign, you wouldn’t look for organic entrances or sessions. Instead, you’d measure clicks and the time users spend on the page.
Your landing page conversion rate will be similar to your email click-through rate. The average landing page conversion rate is about 2.4%, but the top pages can be almost double or triple that rate.
You can track your landing page conversion rate through Google Analytics, which integrates easily with Campaign Monitor.
Does it really matter?
It’s essential that you build your email campaigns to include both emails and landing pages. When you have an engaged customer, it’s best to guide them as efficiently as possible to make a purchase.
If they’re presented with different options or an unclear path to what they are looking for, they could get frustrated and leave.
Email landing pages are an essential aspect of your digital marketing strategy, but remember that they aren’t the final factor that’ll make or break your campaigns. It’s still important to make sure you’re sending the content to the right people at the right time.
Even the best email landing pages won’t work if it’s not relevant or timely for your audience.
Now that you why an email landing page is so important, you can take steps to ensure that you’re building pages optimized for your email campaigns. If done correctly, this strategy should help improve conversion rates because you’re already dealing with an engaged audience.
However, if you notice your conversion rates are still low, you might want to look at your email segmentation strategy to ensure you’re sending the right message to the right audience.