In today's fast-paced digital landscape, where algorithms and technological advancements evolve rapidly, we're excited to highlight the ongoing promise of email marketing for those aiming to broaden their reach. Despite the increasing challenge of standing out in crowded inboxes, one consumer need remains unwavering: the desire for a seamless experience.
This is precisely why the combination of email campaigns and landing pages forms an ideal synergy. Together, they empower organizations to seamlessly guide readers from an email to a purposefully crafted landing page, designed to captivate, nurture relationships, and spur action. Let's face it: emails offer limited space for genuine audience engagement. Landing pages step in to meet consumers where they are, providing valuable and relevant content to assist them in making decisions that lead to conversion.
Let's delve into the essential steps for leveraging the potential of landing pages to supercharge your email campaigns.
What is the impact of using landing pages for email marketing?
Unlike a page on your website, a landing page is not part of your site’s navigation. Rather, it is a single page designed with a specific focus and objective, often to help amplify a specific campaign or help increase email subscribers via a sign-up form.
In email marketing specifically, landing pages are designed to help increase conversion by moving readers toward a desired action in a tailored and cohesive environment. According to a study by Omnisend, landing pages built to drive sign-ups have a conversion rate of 23%, the highest of all forms of “sign-up forms.”
While emails are often kept short, sweet, and to the point - landing pages offer more real estate to share your why, behind the scenes, and social proof. As a result, this allows your readers to learn more about your brand and products, fostering a deeper connection and engagement.
4 ways to use landing pages in your email marketing
Depending on your desired goal, landing pages vary in structure, design, and layout. Here are the most popular ways landing pages are used in email marketing and how to easily implement them in your email efforts.
1. Create a sign-up page to capture and nurture leads
Capturing and nurturing new leads is essential for growth. Every email you send is an opportunity to build strong, lifelong relationships with your audiences, but it all begins with a sign-up page. This often simple page can be the bridge between someone being an anonymous reader and an engaged lead.
By designing tailored sign-up pages for multiple campaigns, you can build segmented email lists with automated sequences and consistent messages that appeal to your readers' unique interests.
It is best practice to keep sign-up forms short and to the point, only asking for essential information, such as name and email address.
In addition, to help nurture your audience, you can ask:
- Birthday: Personalized birthday emails are a great way to showcase gratitude towards your audience continuously. We recommend not asking for their birth year, though, as some don’t like to share this information.
- If applicable, professional information like their job title or industry. This will help you send personalized content related to their interests or resources they can use for their work life.
The Omnisend study referenced above recommends only asking three questions in your sign-up form for optimal performance, so keep this in mind when building your page and form.
2. Share more information about a specific deal or product
Email marketing campaigns focusing on a particular product or promotion can be amplified with landing pages.
By pairing both, you can streamline and reduce the necessary steps for users to take desired actions. For example, if you are promoting a limited-time discount on a specific product, your landing page could enable customers to directly purchase the item directly at the discounted rate, eliminating the need to navigate through your website to locate the product and input the discount code.
Free Available Templates: Pair our "Color of the Year Collection" email template with the "Color of The Year Collection" page template, to create an immersive experience when sharing your latest curated selection of products and commitment to staying ahead of the trends.
3. Event registration
If you’re hosting an event like a webinar or conference, a landing page is an excellent way to capture event RSVPs smoothly.
While your promotional emails are usually short announcements, landing pages offer more information and excite your audience, all while offering a convenient way for them to register.
Once they’ve registered on the landing page, you can use this audience to create a segmented list of registrants, send reminder emails, and post webinar materials to further build brand recognition. This is a really great way for new subscribers to get to know who you are.
For this type of landing page, you’ll want to include elements such as:
- A straightforward registration form with essential fields like name and email address
- Date, location, and time (with time zone) of the event
- A brief itinerary or agenda of topics you’ll cover
- A brief introduction to the speakers and their areas of expertise
- A payment form if this is a paid event
- If applicable, a list of perks for attendees, like a special offer on your products, a goodie bag, complimentary refreshments, and so on
- Social media icons to make it easy for registrants to share their attendance or more information about the event to a friend
Free Available Templates: To captivate your audience and maxime registrations, pair our "Agency Webinar Registration Page" with our "Agency Webinar Announcement Email." Whether you're sharing industry insights, showcasing new services, or hosting thought-provoking discussions, this template sequence is your ticket to an unforgettable webinar experience.
4. Asking and receiving valuable feedback
Asking for feedback from customers is abundantly valuable for your business. Not only do you get genuine insight about how you can improve, but you also help build trust with your customers because they see that you’re trying to serve them better.
It’s helpful to set up an email marketing campaign at routine intervals to ask for feedback. A landing page is the perfect way to make it easier (and therefore more likely) for customers to give you their thoughts. On your feedback landing page, include elements such as:
- A simple and user-friendly feedback form, whether you prefer a survey or a blank comment box
- Optional customer contact information so you can follow up on particularly interesting feedback
- An incentive to leave feedback like a special offer the person receives after they submit their answers
Landing page best practices
Landing pages have great potential to boost your business, especially if you design and execute them well. If you’re unsure where to start or how to make your landing pages more effective, use these best practices.
Analyze and understand your target audience
Knowing your audience is one of the most fundamental essentials in marketing, and it holds true in landing pages, too. Understanding your audience allows you to design landing pages that appeal to them and their needs and goals. You want to design your landing pages in a way that is relatable to your audience and aligns with what motivates them to make purchases, sign up for events, or whatever other action you want them to take.
For example, if you have a majority Gen Z audience, interactive elements and videos might help retain their interest, whereas, for older generations, text-only designs may be better suited. If your audience is parents, you might focus more on how your product benefits their families.
Craft your design with care
With 94% of first impressions being influenced by design, it is crucial that your landing pages are crafted to be user-friendly and help guide and engage the reader without being overly complex. Here are some best practices to keep in mind:
- Employing a layout that follows readers’ natural eye movement patterns (left to right)
- Break up heavy text with white space and visual imagery
- Use colors that adhere to your brand’s guidelines to ensure recognition
- Ensure call to actions clearly define next steps
- Use type hierarchy, using larger and bolder fonts for headlines and subheadings, and smaller, easy-to-read fonts for body text to ensure readability
A carefully crafted combination of layout, white space, and design influences a page’s ease of navigation and the effectiveness of calls-to-action, therefore encouraging readers to take desired actions.
Ensure your pages are cohesive with email campaigns
Email campaigns help set the tone and user expectations, while landing pages help reinforce your brand's value proposition and encourage users to take action. If you use landing pages to support your email campaigns, staying on brand is essential.
Brand consistency helps ensure recognition and provides your audience with a seamless and cohesive experience. This results in less friction when going from one form of communication to the next. Whereas having one experience via email and another on the landing page may confuse users on the next steps, impacting your conversion rate.
Utilize social proof
Using a landing page to strengthen your email campaigns means offering customers more ways to learn about you, your product, and what it can do for them. Social proof can be used on a landing page to strengthen your value and what it can bring to your customers.Here are some examples of what you can add:
- Star rating for your product(s)
- Customer testimonials and reviews
- Offering data from your past surveys (e.g., “80% of subscribers say they would recommend this service to a friend”)
- Adding any certifications, badges, and prizes you might have won
Design for mobile first always
When using landing pages to strengthen your campaigns, it’s important to note that 81% of people routinely check their emails on their phones, so chances are that most of your landing page’s visitors will be on mobile devices, too.
Design your landing page around the mobile experience. This includes avoiding non-mobile-friendly elements such as:
- Pop-ups
- Large images and media files
- Small CTAs
- Small fonts
And embracing the unique needs that come with mobile-friendly design:
- Creating a design hierarchy and layout that flows naturally when scrolling on a phone
- Ensuring responsive elements that adjust well to each user’s screen size
- Making CTA prominent to reduce the scroll
The future of landing pages for email marketing
Trends in email marketing are always being shaped by advanced technological capabilities, growing user expectations, and an undeniable need for organizations to stand out in the crowded inbox. Here are our top predictions for the future of email marketing and landing pages:
Increased need for personalization
Personalization has become a need, not a want in email marketing. In fact, according to SmarterHQ “72% of consumers exclusively engaged with personalized messaging.”
The simple act of segmenting your email list shows readers you care and value their time enough to create highly relevant content that meets their needs and expectations. We predict, that we will soon start seeing personalization move into other channels, including landing pages through the use of dynamic content blocks.
Gamification & interactive elements
In the previous years we’ve noticed a rise in the gamification of email marketing. Think of a digital spin-the-wheel to get a discount. Interactive elements not only offer a great way to differentiate yourself in the inbox but also lead to an increase in engagement. In the near future, we’ll see organizations incorporate “gaming” elements, challenges, and reward systems into their landing pages to help increase conversion.
AI in scale
While AI has already made its name in the SaaS space, there is still room for growth in email marketing. AI goes beyond helping organizations create content faster. Rather, it serves as a tool for consumers to make more informed buying decisions.
By integrating chatbots and conversational interfaces, landing pages will become an essential part of increasing conversion as they offer support to consumers on product recommendations in real time without leaving your brand's ecosystem.
Go from an email to a landing page in seconds with Beefree
Navigating the dynamic terrain of email marketing can feel overwhelming, especially when considering the daunting task of incorporating additional design elements. However, Beefree steps in to alleviate this challenge, making the seamless transition from emails to landing pages a breeze.
Acknowledging the complexity of your to-do list, Beefree offers a solution that not only simplifies the process but also enhances the overall effectiveness of your marketing strategy. In one click, transform your email design into landing page and vice versa.
In addition, our catalog of 1,600+ professionally designed email and landing templates, ensures a seamless experience for your readers. This not only empowers you to enhance revenue and engagement but also positions your campaigns at the forefront of today's dynamic digital expectations.
It's time to embrace the boundless potential of your email marketing approach with Beefree by your side - where connecting with your audience is effortless, stress-free, and ... free.
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