When you send an email marketing message to your audience, you want them to click through to a landing page that is promoting something. There are a couple of ways you can do this. One is to have subscribers click straight to a buy page, and another is to have them first click to a sales page that helps further convince the reader to buy what you’re selling.
You can create very targeted and specific landing pages for each email marketing message that you send. This can be made easier by using software like LeadPages.net or Instapage.com. These tools help you to quickly and expertly create pages that convert. Not only that – if you create special pages for each email message, you’ll be able to to track some key data from your email marketing efforts by watching which types of email messages are working best for your marketing efforts.
Targeted Landing Pages Should:
Answer Any Concerns of Your Audience – If your audience has any concerns about the solutions they need, then you should be able to address and answer those in the landing page.
Provide a Good Headline - When you create landing pages that are directly targeted to specific visitors, you can create compelling headlines that mean something to that particular visitor.
Use Known High Converting Designs – When you use well-known landing page software, you can take advantage of using templates that are proven to work without having to reinvent the wheel.
Not Have Distractions – Landing pages should only have one column to avoid distractions for the audience. You want them to read the information that you want them to read, then act on it. If you have too much on the page, they won’t do what you that if they are distracted by the other things on the page.
Have a Single Call to Action – Your CTA is very important, so it should get the special treatment it deserves by being the only CTA on the page. That way there is no way your visitors won’t know what they are supposed to do.
Keep the Language Straightforward – Use clear, concise language in your landing page in order to not blow smoke, or give the sense that you are tricking your reader in any way.
Load Quickly – You want your website to load quickly and not get hung up. This is very important, because if it loads slowly, people will not wait.
Avoid Too Many Images – Images will slow down the page, and while they do help get your point across, too many images will distract.
Use Video When Appropriate – A video of you explaining your offer is a great way to make a landing page that is welcoming to your audience.
Avoid Duplicate Content – Landing pages should have unique content on them. If you clone one landing page to make a different one for your audience, be sure to change the language and make it unique.
Don’t waste your email marketing messages by sending them to boring, unfocused landing pages. Be sure to make it special, focused, targeted, and relevant to your audience. When you do, you will see many more conversions for your efforts.