Landing Pages: The Key To Your Email Campaign's Success

Email marketeers spend all their time working with you, the designer, in coming up with relevant and great looking campaigns. Both you and your client do countless tests on subject headers, and ensure sharp targeting of the recipient profiles.

All set? Campaign launched and you see great results and click through performance. Yup, you got the email portion down pat. But your client isn't seeing any great increase in sales. And the reason is, only half the battle is won through email, the click-through to website conversion was lost along the way. Welcome to the world of landing pages.

What's That All About?

Recipients of your client's email campaign may click through to different areas of their website. This page which they land on is called the "landing page". Yes, practically any page on the website could be a landing page (and that's a very important consideration as well when designing a website). The important part is what the visitor should do next. Strong call-to-actions are staple here. As with all websites, landing pages have the task of funneling the visitor towards a goal, defined by your client.

The potential here is, through email marketing, you control the pages which recipients enter from. Many researchers have found that a web page that does not match the look and tone of the email can lead to visitors leaving the site.

One of the best stategies is to repeat the same offer on the landing page. Use the same or similar promotional copy that you did in the email. Things brings a sense of familiarity to the recipient/visitor and they are more likely to explore further and eventually convert (they did click the link in the first place didn't they?). The natural path is from clicking to converting, and for this instance, it starts at the email, all the way through to the website's goal point.

What This Means for the Designer

Since you can dictate the landing page from the email, you'll be able to put specific content on the landing page through a design that encourages the visitor to do what you want them to do. Design the landing page to fit with the goals of the email marketing effort that got the visitor to land there in the first place.

Creating custom landing pages for various promotions or communications can create a huge impact for marketing results. And your client will love you for it!

As a web designer or agency, you'll be presented with exciting challenges in conversion: designing for visitors to take a desired action. This naturally means and up-sell on your email marketing and design services, leading to additional revenue.

There's some highly focused design agencies who have specially tailored packages that includes email design together with landing pages. They're doing to right thing for themselves, and their client. Results breed recurring business. Helping your client achieve better results through their email marketing efforts is a win-win situation for them, and you.

Comments

[Seo Firm]

Landing page is the most important issue to be focused on while making any biggest or smallest website.

[Jeff Paul Scam]

The important part is what the visitor should do next. Strong call-to-actions are staple here.

[Make Money on Internet]

Design the landing page to fit with the goals of the email marketing effort that got the visitor to land there in the first place.