You’ve done your best to set up a nice email marketing program in the past period: deliverability is turning out well, the designs are great and the people seem to like the campaigns so far. However something is missing: you have the feeling that after all the hard work, one part of the program is still not up to par. Then it hits: a collection of ultra cool landing pages, that is!
The places your subscribers land aren’t exactly sweet spots and eye candy: it’s either sub-parts of your website or basic landing pages which have been derived from your email campaigns. Why not put the same amount of effort that you’ve put into your email marketing program into the landing pages? Time for a long good look.
One of the most important things in email marketing is consistency across the board: people have to know who they’re dealing with, all the time. Whether it’s inside email or outside it doesn’t matter. A person who receives an email which is styled with your new logo and brand colors and after clicking lands on a landing page which still contains the old brand style could feel uncertain about that: what company is this? Is this the right landing page or a bad link? And so on. Make sure the experience is the same and people know which company and which product(s) they are dealing with all the time: this will give confidence and trust and will not alienate your visitors.
CTA, WIIFM and more
The call to action (click that button please!) and what’s in it for me (hopefully) have been part of every marketers equation in recent years, and rightfully so. These two marketing terms alone will help you make a landing page a better money maker: either by using better buttons, getting the message across in a clear fashion or both together. Next to that the way a page is laid out in combination with the CTA and WIIFM parts can make or break the joy of usage at the visiting end, and the money making part at your end.
Testing, yes your landing pages too!
Everyone in email marketing knows about the factors involved in testing, and the need and use for it. For landing pages the same has to be set up: take time to devise test scenarios and see which landing pages perform better than others. This way you can maximize the result of the landing pages before the big audience is unleashed upon them. This also prevents making changes during the actual campaign itself, which could interfere too much with the flow of the campaign or stress out end receivers: one moment the page looks like A, and all of a sudden it’s like B.
Takeaway: Putting energy into quality landing pages will make your email marketing campaign look, feel and perform much better than when that energy is only concentrated on the emails itself: don’t forget it’s not all about email.