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Email Marketing Best Practices Part 2

by: Leon Blair

on: 15th March, 2016

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Hi and welcome back to part 2 of our Email Marketing Best Practices, where we will be talking about the importance of email landing pages and what you need to make a good one. Don’t worry if you missed Part 1: Avoid Becoming Spam, go read it now, and we will wait for you…..

Ok, now we are all at the same place, the main purpose of sending out commercial emails is to get conversions, depending on the goal of your emails this could increasing newsletter subscribers, getting more sales etc. you want the email to make the reader take a specific action, in most cases, this is on your website. To get the best results, you should build a special landing page, a page that is optimised to greet the reader and lead them down a conversion funnel.

Building a poor landing page where the the person who clicked through to your website, could end up not responding to another call to action, losing you a potential customer! With a well crafted landing page for your email campaigns, you will see a better conversion rate, to create a useful one:

Create Familiarity

You have to remember that someone clicking on one of the links in your email is a big commitment, the person who is reading your email is trusting you enough to be taken from the comfort and safety of their inbox, to what you are promising will be worth their while. To show that they have come to the right place, make the landing page consistent with the email, make sure the design and tone of the message have the same feel and familiarity as the email.

Guide the Visitor Through the Journey

3-way-link
Image source: http://malaysiaseoblog.com/category/t/

The reader has clicked-through your email, and landed on your website, what do you do now? Your landing page needs to guide them through the steps you want them to take, that will deliver on the promise of the email, the landing page should make it clear what the next step in the process is, whether it is signing up to your website or buying a product, make sure you show them where they should be going.

Keep it Simple

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Image source: http://www.coolnsmart.com/simplicity_quotes/page/3/

It is all very well to have dynamic content and a flashy landing page, giving off a great visual effect, but it is not necessary and can be distracting to the visitors, and distract them from taking that next crucial step to a conversion, you should keep your landing page simple and engaging, with the focus on getting the visitor to take that next step.

Even though your landing page is on the web, rather than the email, it is still one of the most important parts of your email campaign, half the battle is convincing the recipient to open and click one of the links on your email, the other half is directing them through your landing page to a conversion.

It is all well and good, to have high email opens click through rates and will look great on email reports, but with little to no conversions from a poorly crafted landing page it will all be for naught, make sure you follow these steps to guide your visitors through to the result your email was set out to do.

Make sure to check back on Tuesday in two weeks for the next exciting instalment of our email marketing best practices, where we will talking about how to engage and retain your visitors..

If in the meantime you feel like your email campaigns aren’t performing as well as you think they should, then drop us a message and we would be happy to help.

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