A Guide to Landing Pages in Email Marketing

Jun 21, 2022
6

As a digital marketing professional, you know that email marketing is just one part of a bigger puzzle. In order for your email marketing efforts to have the best results, you need to direct your email subscribers somewhere where they can take action.

This is where landing pages on your website come into play. Keep reading to find out more about landing pages, why they are important, and how they work together with email marketing to help you get the results you want from your campaigns.

Landing Page and Email Marketing

A landing page refers to a specific webpage on your website that email subscribers are directed to using a range of marketing and sales strategies. For example, this could be through a call to action in a marketing email or a social media post. The main difference between a landing page and a regular webpage is that a landing page serves a particular purpose. For example, you might have a landing page that directs subscribers to book a live demo of your product or service or a landing page where they can find exclusive special offers to take advantage of. A landing page tends to serve a single purpose and have a focused directive, serving a critical role in your marketing strategy to convert website visitors into new leads. When used correctly, a well-designed landing page is almost guaranteed to help you get the conversions that you are aiming for.

Different Types of Landing Pages for Email Campaigns

As a marketer, you probably already understand that each promotion or offer requires a landing page of its own in order to ensure that it gets the attention it deserves. Studies have found that companies who increase the number of landing pages they have from ten to fifteen tend to see an average lead increase of over fifty percent. However, lots do not realize that there are several different landing page types that can and should be utilized based on the type of campaign that is being run. This has led to almost fifty percent of landing pages containing several different offers, which might seem convenient but can actually have a negative effect and decrease overall conversion rates by over 260%. Because of this, it is hugely important to make sure that you have the right landing page for each campaign that you run. Not every landing page is going to be focused on product details, and the research shows that other landing pages tend to perform better compared to a standard product detail page.

Since it is so important to consider adding a range of different landing pages to your digital marketing strategy, keep reading to find out more about the most popular types of landing page used by marketing teams.

Lead Capture Pages

Lead capture pages are landing pages that are designed to encourage visitors to your website to leave their personal information in exchange for good or services. This might be a landing page to encourage people to sign up for your email marketing list in return for a special offer or a free eBook, for example. You can also use this type of landing page to get more information from your email subscribers to use for personalization purposes. Typically, you can do this by sending an email to new subscribers to provide more information on the perks of their subscription and then encourage subscribers to click on a CTA that takes them to a landing page where they can fill out a form to gain access to something new.

Sales Landing Pages

While they are often some of the most relevant landing pages in digital marketing, sales landing pages are often some of the most commonly misused. Some of the most effective sales landing pages tend to be longer, which helps them generate around two hundred percent more leads compared to landing pages that have CTAs above the fold. However, before creating a sales landing page, it’s important to bear in mind that what works for one company might not work as well for another, so it’s important to A/B test your landing pages before deciding which one goes live for everybody.

Click-Through Landing Pages

Click-through landing pages are an ideal choice when you are working with new prospects that you want to warm up to an offer. These pages are designed to move the prospect from the welcome email to the initial landing page, before taking them to an exclusive offer landing page or similar. A good way to incorporate click-through landing pages is to use free trial offers or calls to action where prospects can get a quote. This encourages customers to click through and provides you with more information on them for moving forwards.

Splash Landing Pages

Splash landing pages are generally used to inform your visitor about something prior to giving them access to a different landing page or website content. Typically, these pages do not ask your customer to provide any further information and usually acts as a kind of welcome page. You may also want to consider adding a short, quick form that the customer can fill out to gather more important user data.

Squeeze Landing Pages

Squeeze landing pages are generally the type of landing page that you will use to capture email addresses and grow your email marketing list. They are the pages that will often pop up when you are scrolling through an article or website, and usually ask the visitor to sign up for the brand’s newsletter to get access to regular, relevant information without having to search for the brand again later.

What is a Landing Page in Email Marketing?

Email marketers can use a range of different types of landing pages to get better results. The most common types of landing page that you are likely to be using in your email marketing campaigns include squeeze landing pages as email sign up collection pages, click through landing pages and lead capture pages. When designing a landing page to use with your email marketing campaign, it’s important to consider the purpose of the page and how it will help you achieve your main campaign goals.

Design Tips for an Email Sign Up Landing Page

When designing a landing page to encourage new subscribers to sign up to your email marketing campaign, there are various design tips to keep in mind to help you get the best results. Just like when creating any other kind of marketing materials, it’s important to be aware of the design best practices for landing pages. There are several different design best practices out there for both marketing emails and landing pages, but these are some of the most important ones to keep in mind.

Design with Your Audience in Mind

It’s important to put your audience first when designing your landing pages. Bear in mind that most people are likely to quickly skim through so keep this in mind when including text, videos and images. Make sure that calls to action on the page are easy to identify and click on.

Consider Your Goals

Your marketing goals need to play a major part in the landing page design phase. Otherwise, you will struggle to come up with a landing page that serves your brand. Be sure on the purposes that each landing page serves, what solutions it will provide your audience members with, and the actions you want to see on each page and how to encourage them.

Focus on the Benefits for Your Audience

It’s important to focus on the benefits for your audience with each landing page. Think about the pain points that you are addressing and how the page and the product or service that it involves is going to improve the lives of your audience or solve a problem for them. When it comes to landing page content, try to avoid focusing on specific features and instead consider how it is going to address the problems that your target audience are looking for answers to.

Be Specific

It’s important to be specific as possible to avoid confusing your prospects, especially if you have several offers at the same time. If you have multiple offers, then make sure to have a landing page for each active campaign to avoid confusion for those who are clicking on links for specific deals or products.

A/B Test

Finally, always run an A/B test of your landing pages before they go live. Bear in mind that what works well for one campaign might not be of much use at all for another, so take the time to test your landing pages for a certain period and track the results to see which one has the best outcome.

When done correctly, landing pages and email marketing will work well together. It’s important to remember that your overall email marketing strategy is made up of various pieces of a bigger picture. Once you have determined what kind of landing pages are going to work best and have put them together with best practices in mind, it’s time to start incorporating them into your email marketing strategy.

Line and dots
Line and dots