Is there a way to improve the performance of your email campaign?
Yes, setting up a dedicated landing page is almost always a good idea.
After all the work we did to obtain those email addresses, researching prospects or targets, creating an engaging email copy, ensuring your email is going to be seen, formatting, scheduling, etc. – making sure you’ll get out of every resulting click is not just a smart idea, it is a key step.
Creating specific landing pages is not a new tactic: They have been long used for PPC ads creating a smoother conversion experience after a paid click. As Maxwell Hertan, Director of Megaphone Marketing, put it:
Landing pages can be a highly effective (and sometimes overlooked) string in your marketing bow. If you can create specific, targeted landing pages, you can maximize conversions by providing your visitors with exactly what they’re looking for.
So why do so many email marketers and outreach managers ignore this tactic for their email campaigns?
Let’s try to improve that!
1. Determine the Intended Buying Journey
Intent marketing is a marketing strategy that is built around your target customer’s intent. In other words, when applying this strategy, marketers should always be asking “What did a customer intend to do when clicking this link?”
In SEO, for example, you can determine a possible searcher’s intent by simply looking at a search query. If they want to read, they will type [how to start a business]. If they want to hire a business coach, they will type [business coaching services] or something along the lines. If you do things right (i.e. give them what they need), they are likely to convert into your customers in both of these cases.
Unlike SEO where marketers have to adapt to already existing intent, in email marketing (just like in PPC), marketers are able to adjust their customers’ intent by reaching out to them with an effective copy and often good timing (seasonality-driven campaigns, for example).
But to adjust your buyers’ intent, you need to clearly determine what it is you want them to do and build your landing page around that intended journey by using the right email marketing software.
Your campaign type will mostly pre-determine your recipient’s conversion journey:
- Ecommerce email marketing is usually about having your customer buy something from you
- Free trial emails want your users to become your paying users
- Link building outreach aims at your getting your press leads to add your link to their campaign
With that in mind your landing page primary call-to-action (CTA) should be:
Ecommerce email marketing is usually about having your customer buy something from you
- Ecommerce email marketing: “Buy now”
- Free trial: “Upgrade”
- Link building outreach: “Copy the link code”
2. Build a Copy That Grabs Attention
Unlike SEO landing pages, your email landing page doesn’t have to have a lot of content but it is still essential.
Creating a good copy and laying out it on the page the way it really shines is a huge topic that deserves an article of its own but here’s a quick tool to help: Text Optimizer will scan your topic and determine key concepts that will help you optimize your topic for a particular buying journey:
Some basic landing page optimization tactics include:
- Break your copy by using subheadings
- Use high-quality visuals or even memes that add to the context (while merely decorating your page)
- Experiment with using videos
- Ensure mobile user-friendliness: improve website speed and page experience
- Add testimonials or social media proof
If you are not sure where to start, try using a landing page template. They are easy to customize and can give you some basic layout to fill in.
3. Personalize Your Email Landing Page
Marketing segmentation is the most powerful way to optimize your conversion funnel because it makes it possible to personalize your CTAs based on the previous interactions with the site (for returning users) or based on demographics.
You can start by using the basic segmentation (location, traffic source, education, etc.) and later, when you have accumulated some data you can create retargeting events to personalize your returning users’ experiences:
Another useful tool is Push Monkey that allows you to personalize your web push notifications to create better-performing engagement paths:
4. Use Heatmaps to Better Understand Your Page Users’ Journey
You can get analytics insights from anywhere these days, including free tools like Google Analytics and paid tools like the above mentioned Finteza. But do you really understand how people interact with your page? How far do they tend to scroll? Which images do they tend to pay more attention to? How are they moving their mouse around prior to clicking something? Is there anything distracting them from your intended conversion journey?
Heatmap tools will help you find answers to all of those questions and more.
A heatmap is an analytics and feedback method that visualizes the data and makes sure you can really understand what it all means.
There are three major types of heatmaps:
- Scroll maps visualize how many users tend scroll down to a specific point on your page
- Click maps visualize which page elements visitors tend click the mouse (or tap)
- Move maps visualize where users move and pause the mouse while navigating your page (desktop only).
Heatmaps can give you a better grasp of each figure, and how it impacts your site.
There’s no secret way to create an effective landing page for your email campaign. You will need to spend some time trying different tactics and adjusting your copy and layout. But thinking of all the effort you put into your email marketing campaign, isn’t it worth your time to ensure all those clicks will not go in vain? I hope the above tools will help to find your own recipe to success! Good luck!