If you are interested in email campaign performance improvement, I would like you to think about your subscriber’s behaviour.
What is expected from your subscribers after receiving a marketing email? Let’s consider the next possible scenario. Your subscriber is expected to perform actions planned by you. To subscribe on to your newsletter list, purchase products or services, download documents, register for an event or webinar and etc.
What actions do I usually see companies taking to improve email campaign performance? Sadly, increase the number of emails sent to their subscribers with “tempting offers”. As a result, quite often they remain dissatisfied with the conversion rates and subscribers are getting frustrated with the number of emails going into their inbox.
If you are looking for constant conversion increase and better overall performance, you should be getting more marketing tools on board. In combination, you will be getting better performance as well as funnel more intelligently incoming customers.
Let’s have a look at one of the ways to improve your email campaign performance. This could be achieved with the use of the landing page. Therefore each newsletter should be linking to its dedicated landing page, with clear marketing goals.
Collectively, email and well thought dedicated landing page will carefully guide subscribers to perform specific scenarios, convert interest into sales. Importantly, at each stage of a subscriber journey, we can track what is happening with conversion rates. This helps to perform some necessary adjustments to improve email campaign performance.
Further, in this article, I’ll explain how email marketing and dedicated landing pages work together and improve overall campaign performance.
How do an email campaign and dedicated landing page work in correlation?
Unlike the website’s home page, which is usually designed as a shopping window of a business, a dedicated landing page helps to increase customer loyalty and improve conversion by focusing on a specific goal. Usually, landing pages are built taking into consideration specifics of the campaign, target audiences, event or promotion providing a clear customer journey with solid user experience, with a direct call to action, being that product purchase or a newsletter subscription button.
One of the easiest ways to attract visitors to your landing pages is via email campaign. As mentioned before your landing pages in correlation with email campaign plays an important role in increasing loyalty of your customers and influences their shopping behaviour. This helps to improve email campaign as overall. Let’s look at an example from adobe below, starting with an email.
When our subscriber clicks on call to action, in this occasion – “Register today” blue button, he/she is being directed to a dedicated landing page. It’s important to note that for solid user experience it’s recommended to have consistency between email and landing page so it feels like a smooth continuation of a customer journey. The landing page below is nicely designed, featuring key information and call to action above the fold. More information is available below, allowing the viewer to fully understand the purpose of the campaign and as a result, increase conversion rate.
What makes landing pages effective?
The landing page should draw the attention of your subscribers and increase the probability of conversions.
Let’s highlight some of the important elements that affect the first impression and influencing shopping behaviour:
In the scenario, when our subscriber hits call to action in the email and lands on the landing page, he/she will be focusing even more on the offer presented in the email.
Meaning that if there is no continuation of a customer journey, either in case if the landing page is badly done or if we are being taken to a generic website page filled with other links and not clearly focusing on an email offer leading to confusion and low conversion.
Instead, a dedicated landing page should be providing additional clarity on the offer, with no unnecessary distraction leading towards conversion.
Both, email and landing page should be consistent and carry similar meaning and expanding on offer. In terms of consistency, subscribers should feel continuation when clicked on the call to action in the email.
Simple and clear customer journey helps to avoid doubting and guessing on the customer side as well as it helps to achieve planned results.
In other words, if the email offers a 50% discount coupon, the landing page title should mention the same offer and clearly state steps needed if required. Consistency wise email and landing page should be featuring a similar style.
Since the purpose of the landing page is to draw attention and to convert your visitor into a customer or to influence their behaviour, we need visitors to perform planned actions. It’s best to eliminate all possible distractions: advertising, products and everything that is not related to our offer, in other words, remove unnecessary noise.
Try to stick to a simple rule, one offer on one dedicated landing page. Therefore it’s highly likely that it will be inappropriate to ask people to subscribe to a newsletter or follow social accounts. This could be done further in the customer journey.
It’s important to keep landing pages straightforward so potential customers could focus on performing a single task, maximising chances of conversion. Another tip would be regarding call to action buttons, they must be very clear and should be done in an accent colour to the rest of the page so it stands out.
How to optimise landing pages for better conversion?
It’s extremely important to know how to optimise your landing pages for higher conversion rates. Here are some tips to get you started:
What’s the goal?
First of all, determine the purpose of your landing page – determine the goal. For example, is it a registration page or a product page? The registration page is designed to build up your membership list and the product page to promote your business and to sell products/services.
Who is your target audience?
Take a look at your target audience, do some analyses. What are you trying to convey to them? Remember, people are different. Therefore, instead of one landing page with one generic offer, try to create several pages targeting a specific segment of your audience. For example, you can segment it like this: student, teenagers, men, women, geolocation, style preference, etc. In addition, do not forget about VIP customers, people who buy products, services of a certain category and significantly increase your conversion.
Often, titles are playing a very important role in campaign success. A catchy title is the first content element on the landing page that will attract the attention of your potential customers.
When the title is generated, make sure that the offer corresponds to the title of the source of traffic. Failure to comply with this requirement will lead to confusion and will lower conversion.
A clear call to action
Make a call to action comprehensible and encouraging to take action. Think about the customer journey and at what stage your potential customer will be and what will be an appropriate call to action for this specific scenario.
Landing pages provide a great opportunity to highlight key information about product or services, key strengths and specifications. Emphasize on customers benefits and what’s is unique about this offer. All of this will help you to convince your potential clients why they should go for it.
Use of “Fear of missing out”
This is a very effective marketing technique and if used carefully most likely will lead to higher conversion rates. As an example, “Black Friday” and “Cyber Monday” are good examples of this technique. It’s in human nature to be greedy, we do not like to overpay and miss good deals. The trick is in setting a deadline for the offer, without this urgency element your potential client will take their time thinking and researching before proceeding with your offer. Therefore, it’s recommended to keep your offers to be limited by time. You also can consider time-based offers – the closer the deadline, the lower the discount.
Regardless of what action will be considered as conversion, subscribers will have to fill out a registration form. It is recommended to keep it as short as possible. E-mail and landing pages work well together, as they simplify the process, so do not reduce effectiveness at the final stage by offering a complicated registration form. The three-field form has a conversion rate of 25% and it decreases as new fields are being added.
It’s essential on completion of your marketing campaign, to analyse its effectiveness and customer engagement with elements on your dedicated landing page. It helps to determine successful properties, where your customer engages more as well as areas that are less successful and require some more work. This data could be used by you to make more effective decisions in your next campaigns. This could be achieved with the use of “Google Analytics“.
As mentioned before, the right use of a dedicated landing page in correlation with an email campaign will lead to a positive effect and boost relationship with your subscribers.
As a result, you should be looking at higher conversion rates. Here you can find some more useful information on “7 steps to a successful landing page development that the client should be aware of“.