Top Tips on Creating Landing Pages for Email Campaigns
1. Content must be relevant to your email
We’ve talked about how to enhance your email campaign in a crowded inbox, but what happens once the recipient has opened your email? No email marketing campaign is complete without a corresponding landing page, especially if the objective is to increase website traffic and drive sales or leads.
Remember who your target audience is and what message you want to get across. The landing page should be used for a single purpose, presenting information on the topic that you’ve ‘teased’ your segment with in your email.
2. Layout and presentation
Once your customer has ‘landed’ on your landing page, you need to keep them engaged and present the information in a way that they can easily digest. Your email should provide an overview of what they expect to see when clicking through to the landing page with a distinctive call to action. For example ‘click here for a detailed report’ or ‘click here to sign up’.
Splitting your landing page content out into sections with subheadings, like we’ve done here, means your customer can skim read and pick up on the parts that interest them most. Landing pages are visually appealing with both words and imagery, so try and include photographs, illustrations or videos that are relevant to the topic.
3. Word count and length
The length of your landing page will depend on your campaign objective. Shorter landing pages work best if you want your customer to perform an action, such as complete an online subscription or sign up to download information brochures or videos. By clicking through the customer already knows what action they will be taking.
Longer landing pages work best if you’re providing a detailed overview of something that interests your email subscriber, especially if it involves money, as they will want to know exactly what they are getting. For example, in-depth information about a course and the modules involved, or technical aspects of a product.
It’s best to keep informative landing pages between 400 and 700 words with a layout that’s visually appealing and easy for your customers to digest. Think quality over quantity, you don’t want the reader to lose interest halfway through your landing page.
4. Call to actions are a must
Call to action links and buttons are essential if you want your landing page to convert customers into sales or leads. Repeat call to actions on longer landing pages and spell out exactly what you want the customer to do, for example ‘request a demo‘ or ‘start my free trial‘.
Using contrasting colours for your call to action buttons will catch the eye of your customer and they will know exactly how to progress once they have read the information you are presenting to them.
5. SEO your landing page
Creating new landing pages to back your email marketing campaigns will help to grow website content and build on your overall SEO campaign. By optimising your website and presenting relevant information on landing pages with SEO keyword terms, you can work towards growing visibility of your website in organic search engine results.
There are lots of website resources out there, like Moz, to help you understand the importance of SEO and that provide best practice guides. You’ll need to ensure that the URL, title tag, image alt tags and other meta data of the landing page include specific keywords, but it’s the content that dictates where the page will rank within search engine results.
Know what your landing page is about and include a range of SEO keywords throughout, as well as internal links to connect other relevant content so your customer can engage with your website.
How Emailcenter can help
Maxemail, our advanced email marketing platform, allows you to design engaging emails and deliver them to specific segments, targeting customers relevant to your landing page and overall campaign.
If the short term objective is to drive leads for a particular product or service, then forms can be easily created within the platform, allowing you to push them out via email and social media. Here you can collect the data and set up automated emails to specific segments if required.