The primary goal of an email campaign is generating qualified leads and converting those leads into customers. If you’re not sending emails to drive conversions, you may want to rethink your entire email strategy. Unless you’re sending emails of puppies dressed as Disney characters. If so, just keep doing what you’re doing and know you’re making a huge difference.
Whether your email is promoting a white paper, eBook or handy guide, your email should feature a persuasive call-to-action (CTA) pointing to a landing page where visitors can fill out a form and download their gated content. Your landing page can mean the difference between generating a lead or losing a prospect’s interest.
Some companies push a CTA to a general website where there is no further action required by the visitor. According to MarketingSherpa's Landing Page Handbook (2nd Edition), 44% of clicks for B2B companies are directed to a business's homepage, not a particular landing page. By using a targeted and high-converting landing page, companies can capture information about a target audience by offering them something of value in return for their contact details. Landing pages can also serve as “click-through” pages to a final webpage where products can be purchased, or customers subscribe to a service.
Compelling landing pages will boost lead generation and, ultimately, improve your conversion rates. How can you set a successful landing page strategy in motion? Let’s talk.
Optimize Your Call-to-Action
Starting at the very beginning of your conversion process, the CTA must tie into your marketing goals and deliver maximum value to lure prospects to the landing page. Use attention-grabbing, action-oriented text and be clear about what the prospect will find when they click on your CTA. You can offer a subscription to a newsletter, podcast, webinar, white paper, free consultation, survey, blog or other relevant and valuable marketing content to your target audience.
Make sure the offer can only be downloaded from the landing page and nowhere else. If the premium content is also available on your blog or as an email attachment, there is no incentive for your prospects to visit your landing page, provide their contact information and transform into a lead.
Set Clear Expectations
When designing a landing page, be straightforward and direct. Your prospects have no patience for marketing fluff. They want to know what you’re offering and how it helps them. Use an eye-catching headline that mimics your email language and an image that reflects the overall theme.
The CTA button on the landing page should let the visitor know exactly what will happen when they click on it, whether it’s a registration for a future webinar or an instant download of a white paper. The length of your form should mirror the perceived value of your offer. If you’re offering a quick and dirty strategic planning checklist, keep your form fields to a minimum. If you’re offering a detailed guide on driving sales with a successful email marketing campaign, however, you can ask for a little more information.
Remember to only ask for information relevant to your specific offer, company and industry. You don’t want to turn off potential conversions because you asked for their favorite color, zodiac sign or their opinion on whether Ross and Rachel were actually on a break. Also, as more people use their smartphones and tablets to download content, design mobile-friendly emails and landing pages for easy viewing on screens of all sizes.
Tie It All Together
Make sure all visuals and messaging on the landing page are in sync with the initial email. Headers, type style, layout, logos and other design and copy elements should all tie together, so people make an instant connection between the two. If you’re talking about the benefits of product “A”, don’t switch to product “B” on the landing page.
Be sure to reinforce the messaging presented in the original email on the landing page, or your visitors may become confused and quickly leave the website without taking further action. Smart Marketer's Landing Page Conversion Course suggests that you write your CTA on a piece of paper and your landing page headline on another and see if they match.
You can never have too many landing pages. Operating independently, landing pages don’t interfere with the regular website experience. Now, here’s a CTA so you can experience the power of a landing page on your own.
Courtney is the content writer at Stratus Interactive, where she is responsible for writing original, thought-provoking blog posts on a variety of topics. Courtney has been writing stories since she was a wee little one and has experience in B2B and B2C content marketing in addition to SEO. See all Courtney Feairheller's posts.