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How to Start Using Landing Pages for Email Marketing in 2024

Emily Santos
Emily Santos
Feb 16, 2024
How to Start Using Landing Pages for Email Marketing in 2024
How to Start Using Landing Pages for Email Marketing in 2024

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.

Learn more: https://support.beefree.io/hc/en-us/articles/8890450664978-Using-the-Page-Details-Section

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.

source: https://app.userevidence.com/assets/8453LCXB

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#1. Unique, tailored experiences 

Damian Grabarczyk, the co-founder and growth marketer of PetLab Co., says, “We faced the challenge of connecting meaningfully with an audience that expects more than one-size-fits-all communication.” 

When we speak about crafting tailored emails we mean going beyond the recipient's first name in the subject line. We’re talking about optimizing your entire email strategy to design multi-stage touchpoints to nurture leads across the customer lifecycle. As well as, leveraging data to send hyper-personalized, relevant, and engaging emails that feel less like a broadcast message and more like a conversation. 

Many are using AI machine learning algorithms and AI automation to analyze customer interactions, past purchases, browsing habits, website visits, and even social media behavior to curate engaging email content that resonates deeply with the real-time needs of recipients.

For PetLab Co this looked like including content such as an individual’s pet health history or product usage timelines. Damian Grabarzyk expands, “This approach transformed the conversion rate and strengthened customer loyalty. As we look ahead, I see brands in 2025 moving beyond generic personalization to adopt strategies that make customers feel truly understood and valued.”

On the other hand, many are leaning into user-generated content (UGC) for crafting tailored experiences. Customers today are more likely to trust the opinions of peers over branded messages. UGC like customer reviews, testimonials, videos, and photos are the best form of social proof depicting real people using and benefitting from your products or services. 

We see the benefits of using both AI and UGC to get the most out of your email conversions ;). 

#2. AI tools as an addition, not a substitution

Experts at NordPass state, "AI-powered content generation tools are not here to replace email copywriters and marketers. These tools make us more efficient. The smarter the tool is, the better equipped we are to create high-performing email content that drives results." 

AI tools can support us by significantly enhancing the speed, precision, and effectiveness of your emails. For instance while traditionally A/B testing has required a lot of time to analyze small variations with AI you quickly implement and test multiple email elements and make adjustments based on real-time engagement data. There are AI algorithms that can even predict which variations are most likely to resonate with different audience segments, leading to more accurate targeting and faster optimization.

In short, AI tools are revolutionizing the way we craft and optimize our email’s deliverability. There are many different types of AI solutions so we suggest finding the right one for your needs. 

#3. Even more transparency around data

With AI continuing to rise, folks are more and more concerned about where their data is going. That’s where zero-party data collection becomes a key strategy in email marketing, allowing you to gather data directly from customers rather than relying on third-party sources. 

Zero-party data includes information that consumers willingly share, such as preferences, interests, and purchase intentions. This data is often collected through surveys, preference centers, quizzes, or interactive content and is highly valuable because it is shared explicitly, ensuring accuracy and deeper personalization without privacy concerns associated with third-party tracking.

As privacy regulations tighten, zero-party data will empower you to deliver hyper-personalized email experiences while respecting user privacy. This approach will help you build trust, as customers feel more in control of their data, and you gain insights that lead to more relevant and engaging email content.

#4. The death of static emails

With attention span getting shorter day after day, digest-format emails are expected to rise in popularity in 2025. Presenting email content in an easy-to-scan, organized, and minimalistic layout will surely help deliver the most relevant information in a fraction of the time. 

Additionally, interactive emails will allow recipients to directly engage within the email without having to visit a landing page or website. Interactive elements like product carousels, polls, and quizzes create a dynamic experience that keeps subscribers engaged, especially in visually driven industries like fashion brands

So what now? 

You’ve heard these strategies before, but now it’s time to actually put them into action. The brands that win at email marketing in 2025 won’t just be sending emails—they’ll be creating experiences. Whether it’s hyper-personalized content, AI-driven efficiency, zero-party data collection, or interactive emails that break the mold, the key is to stay ahead of the curve.

So, what’s the first strategy you’ll finally implement? Your inbox (and your audience) are waiting.

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Email makes gathering authentic product reviews quick and easy. By collecting sincere feedback, you can build trust, increase sales, boost loyalty, and innovate product improvements. 

That said, requesting reviews via email requires precise timing, personalized messaging, and lots of engagement optimizations. But don’t worry—we’ll walk you through some key steps to create email campaigns that deliver the valuable feedback you need.

Why product reviews matter

Product reviews do more than confirm that you're meeting customers’ needs. Sincere feedback drives loyalty and sales, offers valuable customer insights, and helps you develop a strategic product development roadmap.

  • Fosters customer loyalty: Requesting and listening to feedback makes your customers feel valued and heard. It demonstrates that you prioritize customer satisfaction, which helps you build stronger, long-term relationships. Review requests also act as re-engagement emails by starting new conversations with customers.
  • Increases sales: Social proof drives sales. According to a recent survey by Power Reviews, 90% of potential customers use online reviews to make purchasing decisions. In fact, reviews have more influence over purchasing decisions than product prices. Turning product reviews into customer testimonials and encouraging reviews on third-party sites can significantly boost sales.
Image sourced from powerreviews.com
  • Builds Customer 360 insights: Customer feedback delivers insights into customer needs and sentiments, enriching Customer 360. Exactly what is Customer 360? It’s a unified, 360-degree view of customer data. It empowers you to tailor products and customer experiences to meet individual needs and preferences. 
  • Drives product improvements: Sincere customer feedback reveals what target customers like/dislike about your products. It provides key insight into their value, functionality, and usability, unlocking large-scale development opportunities.

How to create an email campaign to collect product reviews

Want to unlock the power of product reviews? Let’s explore how to create email campaigns that encourage customers to share their feedback.

Segment your audience

Like promotional emails, product review requests shouldn’t be sent to every subscriber.

If subscribers haven’t had the chance to try your product, product review requests will feel irrelevant and may trigger unsubscriptions. So, only send review email requests to customers recently trying your product.

You can do this by segmenting your email list based on where customers are in the buying cycle. Target loyal customers, recent purchasers, and first-time buyers with tailored email campaigns. This ensures that you’re sending emails to customers most likely to respond with insightful feedback.

Write a compelling email subject line

According to Superoffice, 33% of people open an email based on the subject line. 

Image sourced from superoffice.com

To get the click-through rates you want, your email subject lines should be personalized, relevant, and engaging. Here are some examples:

  • Did you love [product]? Or hate it? Let us know!
  • We value your opinion — help us improve!
  • We want YOU to help us make our product better!
  • Up for a discount? Share your feedback for 10% off! 

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

A successful email marketing strategy relies on customer engagement. Here are some key email elements you need to encourage interactions.

  • An attractive email design: With the right layout, color scheme, typography, and images, you ensure easy readability and promote interaction. Use these engagement-boosting email design best practices to help you create a design that boosts conversion rates.
  • Gratitude and value: Thank customers for reading the email and explaining why their feedback is so important. Also, consider including a personalized Gmail email signature with your content details to build trust and encourage customers to engage with your review request. 
  • Personalized, relevant content: Personalized email content motivates engagement. Use customer data platform (CDP) data to tailor messages to individual customers. What is a CDP? It’s a centralized platform that collects and unifies customer information, building comprehensive customer profiles. 
  • Incentives: Offering a small discount can motivate customers to leave reviews, especially first-time buyers. That said, incentives can (sometimes) generate insincere reviews, so stress the importance of honesty. 
  • A strong call-to-action (CTA): Your CTA should direct readers straight to the reviews submission page. Use clear CTAs with bold buttons and typography to make it stand out.
  • Mobile responsiveness: If your emails are slow to load or don’t display correctly on mobile devices, your bounce rate will spike. Leverage solutions that offer advanced mobile optimization features — such as Beefree— to create responsive emails every single time.

Ask specific, concise questions

Complex, drawn-out questions that are too open-ended can disengage customers. So, get straight to the point with concise, direct questions. Here are some examples:

  • What did you think of [specific product feature]?
  • How often do you use our product?
  • What are your favorite/least favorite features?
  • How likely are you to recommend this product?
  • What could we do to improve our product?

Use a mixture of closed and open-ended questions to increase your chances of receiving meaningful responses.

Make it easy to respond

The easier it is for customers to leave a review, the more responses you’ll receive. So, make the process as seamless and convenient as possible. One way to do this is with survey emails.

Email surveys have high response rates. They can be completed within the email with minimal effort, which is a big plus for busy customers. And, they can generate a wealth of quantitative data and metrics that are quick to analyze, leading to faster improvements. BeeFree has an extensive collection of email survey templates to suit every need.

For longer review requests, include a CTA that directly links to the review submission page. Review forms should use simple, clear language, be optimized for mobile, and have a progress bar. 

You could even provide your telephone contact details to allow customers to leave a review via telephone. It’s the preferred communication method for 55% of Baby Boomers according to Hubspot, so it’s worth considering. 

Leverage small business telephone services from Vonage to access call center capabilities like virtual receptionists and CRM integrations, streamlining processes.

Also consider directing customers to leave reviews on popular review sites, such as Google and Amazon.

Optimize email timings

If you send product review requests too early, there’s a chance your customers won’t have tried your product yet. But if you send them too late, your customer might have forgotten their experience. 

So, when’s the best time to request reviews? 

Aim to send review requests within 7-14 days post-purchase. This gives customers a chance to try the product a few times, leading to more sincere, meaningful reviews. Plan for seasonal surges such as Black Friday and incorporate them into your schedules.

Key takeaways

Do email campaigns work for gathering valuable product reviews that drive improvements, boost trust, and increase sales and loyalty? 

Absolutely — but they need to be strategic.

To generate sincere reviews and valuable data, ensure your marketing emails are personalized, engaging, and optimized for convenience. And, use email list segmentation and marketing automation to ensure they’re sent to the right customers at the right time.

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