Where email marketing nurtures the prospects and pushes them down the sales funnel, dedicated landing pages convert them into customers.
It is a match made in heaven!
Imagine a subscriber who is interested in signing up for your webinar after receiving your announcement email. What he will most likely want is to get a direct link to the registration page where he can get more details and sign up. But instead, the link in your email redirects him/her to your website where he has to search for the event section in order to get the webinar details. Now put yourself here in your subscriber’s shoes and think whether you will follow all the steps required on a website to find the webinar? Most likely not, right?
We live in an era where ease of access is everything. In a pool of emails where tides are always high, if you miss out on making the most out of the moment, it will pass and you may end up losing a lead. With smart consumers, email marketing is also pacing up with hyper-targeted and customized email campaigns.
Email marketing does not only revolve around sending the right message at the right time to the right people but, it is also imperative to add the right action triggers too. You can only expect a conversion when you have provided the right calls-to-action (CTAs) that end up at the desired location. A perfect landing page comprises visual cues, triggers, and other information that instigate action.
With that being said, let’s understand a few reasons why dedicated landing pages are important for email campaigns and what differences they can make.
Reasons why email campaigns need dedicated landing pages
Landing pages are standalone website pages designed to convert a prospect or lead when they land on it. The majority of the time, landing pages are integrated to achieve short-term goals associated with specific email campaign/s. For example, if you want your users to download a whitepaper, the landing page will acquire necessary personal details from the user who lands on it, while for an eCommerce store, a limited-time offer email may land prospects to the specific landing page that displays discounted prices or coupons.
Landing pages help to maximize ROI with all the features they come with. Now that the purpose of a landing page is defined, let’s move on to all the good that email campaigns can achieve by incorporating them.
1. Fewer Distractions Bring Optimal Conversions
As mentioned earlier, landing pages are designed to achieve short-term goals that are in sync with the email campaigns. When you redirect the subscribers to a definite webpage instead of your official website, you can target two birds with a single aim. i) the prospect will find it easy to navigate and take action for his/her desired things – happy customer, and ii) your email conversion rate will increase as a lead will not just open and click, but will also take the triggered action.
Having sent the subscriber to your site, it will surely improve your website traffic, but while in transit, there are chances that you lose the conversions. You need to clearly define the email campaign goals before providing any redirecting links into emails. Check out litmus’ example with its landing page.
This webinar email by Litmus takes users to the landing page where they can directly sign up for the event by providing a few personal details. Generally, such emails are sent with ‘lead magnets’ that boost conversions with qualified leads. People who sign up for the webinar or download the eBook will be the ones who are interested either in the service or in the industry as a whole.
2. Incorporating Multiple CTAs
HTML email templates are a blessing in disguise when it comes to promoting multiple agendas via a single email. With the help of exclusive landing pages for each call-to-action, you can instill multiple promotions and links through your campaigns.
The customization part allows emails to contain links that open with dedicated landing pages upon clicking. For instance, when an eCommerce brand sends a promotional campaign for their multiple products, they do not have to send different emails for every other product. They can include multiple CTAs and landing page redirection that take users directly to the clicked item or offer.
Landing pages make it easy for email markers to target distinct elements through a single email with the help of hyper-targeted redirected links. This might sound paradoxical but it is not. Here is an example of how it can be done,
Landing page #1
Landing page #2
SSENSE is an online apparel and accessories store that has incorporated multiple products in their emails. Upon clicking each of the displayed items, you land on a specified product/landing page. This is truly a star for eCommerce merchants and their email campaign success.
Here is yet another example by Macaroni Grill that allows users to order online, and upon clicking, the CTA takes you to their delivery portal from where you can choose a location, browse the menu, and place an order.
3. The Rise of the Email Metrics
When sent with a dedicated landing page, email campaigns are easier to measure. Landing pages are the ultimate source for conversions and with their help, you can learn and understand not only the open and click-throughs, but also the conversion rate.
The data helps you in analyzing the kind of emails that work for you and the ones that need improvements. The data collected also combines year-on-year reports to calculate ROI on email marketing efforts.
4. Establishes Brand Persona
The visual elements present in a landing page are always in sync with your email designs and in the end, represent your branding cues. Make sure that you conceptualize landing pages and email templates that are easily recognizable and resonate with your brand presence.
Consumers should be able to identify when they receive an email from you and similarly, your landing pages should sustain the same brand identity.
In a nutshell, an optimized and well-curated landing page can give a boost to your email campaigns like nothing else. Whatever your campaign goals may be, a landing page can help you convert and measure with ease. Using landing pages is a two-way street where not only your brand gets to yield the fruits, it also eases up the ‘decision making’ and ‘taking action’ processes for the users.