Don’t leave your ‘Clicks’ dead in the water
Effective email marketing normally does not involve just email alone. Usually it includes directing email readers through to a web site after they have clicked on your call to action. This click through may give you great CTR statistics, but is pointless if you are intending for the reader to move through your site and reach a final conversion goal i.e. a sale. Therefore is vitally important that you pay close attention to your readers landing page.
Below are a few tips to help you achieve more effective landing pages.
Don’t just point all links and calls to action to your home page.
Yes, this is what’s easiest to do. But in most instances, it’s not best. Especially when the product or service you’re promoting in the email doesn’t appear on the home page. Don’t make people search for what you’ve told them is there. Take them straight to it.
Move your readers to the next step
Don’t repeat your email content and offers on the website landing page, always ensure that you move your readers through to the next step in your process to conversion.
Match your landing page to your call to action
A good email engages readers by telling them about something, then setting an expectation for what they’ll find when they click through. If you’re promoting a new product with a link to “learn more,” readers expect to land on a page with more information. If it’s “order now,” they expect to land on a page to begin the order process. Be sure you deliver on the call to action’s promise.
Use a look and feel that consistent with your email
Make your landing page design, consistent with your email design. This will reassure your recipients that they have landed on the correct page and to continue to follow your call to action.
Minimize distractions
Maintain your clear path through to your next call to action. Stay with a simple clean design with a strong call to action. This minimalist approach will help readers reach your end conversion goal and give you the return on investment you are looking for.
It’s easy to read these tips and agree; it’s much harder to implement them. But it’s worth the effort. Making the extended effort with your landing pages is a great way to increase the effectiveness of your LiveWire Campaign email marketing.