Best Practices For Creating E-Mail Marketing Landing Pages

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Have you ever thought you could run your website without email marketing?

If yes, then you should think again!

Why?  It’s because a website drives only front-end sales, while 90% and more sales are achieved through e-mail marketing campaigns and other means.

Why E-mail Marketing Is Crucial For Your Business

  1. Email users are forecasted to rise to 2.9 billion worldwide by 2019. (Source: Statista)
  2. Email has an average ROI of $38 for each $1 spent. (Source: DMA)
  3. An email has an average ROI of 122%, which is four times higher than other marketing formats, including social media, direct mail, and paid search. (Source: eMarketer)   
  4. In the U.S. alone, e-mail users are projected to grow to 244.5 million by the end of 2017 and by 2020 it’s expected to grow to 254.7 million.   (Source: Statista) 
  5. E-mail checking while watching TV or while watching a movie has increased by 69%, in bed by 57% and on vacation by 79% and are constantly increasing.  (Source: Adobe)
  6. Brands that personalize marketing e-mails receive 27% higher click rates and 11% higher open rates than those that don’t personalize. (Source: Experian)

The biggest plus being, you can apply your conventional landing page conversion techniques to your e-mail marketing landing pages as well.  

After having highlighted the data behind email marketing, let’s see some best practices for creating e-mail marketing landing pages that actually convert.

1. Clear Call To Action

It’s a killer feature that helps generate leads and more. So make sure to come up with crisp CTAs liners,  no matter whether you are selling chalk or cheese online.   

And yes, use power words like “Click Here,” and “Go” in your CTAs.  But, avoid words like “Submit.” Why? According to some research, this word could reduce the conversion rate almost by 3%. 

2. Single Call To Action

Want to sell several things at the same time, such as home page, blog page, product page and more? But the fact is, it doesn’t work. If conversions are what you are looking for, you need to get your customer focused on a single task at a time. So use only single call-to-action if you are serious about conversions.  

3. Look The Looks

It goes without saying that landing pages and e-mail should look the same. And this includes everything under the sun – be it font, color and the overall look and feel of the landing pages and the emails. This is a must because when the customers leap from the landing page to the email page they should instantly connect with your message and not make them thinkOh no! Where have I landed, and things like that. Your landing page and e-mails should offer a unified experience for users.

4. Build Urgency

The element of urgency can help accelerate conversions drastically. You need to employ call-to-action words such as today, now, and more to get more clicks. It makes people take action, which is exactly what a call-to-action is supposed to do.

5. Avoid the Form Format

Generally speaking, people don’t like forms so much. So avoid them, if you can. But then, if it seems to be an impossible task for you, make sure to include only a few columns. Overloading it with columns is a sure-fire way to put off your audience.

6. Social Proof

Social proof could be used as an involvement device, telling visitors that if they wish to enjoy the same benefits that are already available to other subscribers, they too need to be part of the e-mail list   

The most commonly used social proofs are social media “likes”  or “subscriber counts.” Buffer leverages social proof for its blogs’ newsletter.

7. Always Test Your Landing Pages

Not just your e-mail marketing campaigns, even your landing pages should be tested time and time again to maximize your email’s success rate

And testing is not a big headache.  You just need to keep playing with key elements such as image, text, call-to-action to make sure whether or not they resonate well with the audience. 

In conclusion, we can say several factors come together to make e-mail marketing success. But then, setting up an email-centric landing page is equally important if you are looking at lead generations. Take into account the above best practices and you will be good to go.

Now, it’s your turn. Does your company use email-centric landing pages for e-mail marketing campaigns? If yes, how has been the experience so far? Let us know!