Improve Your E-Mail Landing Page
Is e-mail marketing dead? No, it’s still alive and well, but any e-mail marketer will tell you that click through rates are down. E-mail marketing has lost much of the luster it had in the past due to businesses sending out millions of sales e-mails per day and the increased popularity of social media advertising. People are so inundated with e-mails that marketers must get creative in order to have their potential customers read their message and take action. Short messages with a link leading to a landing page is a new trend many marketers are using to improve conversion of those who do open the e-mail. This article is designed to provide you with simple tips on how to improve your e-mail landing page for increased conversion.
Improve Your E-Mail Landing Page | Similar pages
People don’t like a ‘bait and switch’ and are naturally skeptical when clicking on a link taking them away from their e-mail. To lower the customers ‘scam guard’, we recommend that you keep your website design similar to the design of the e-mail template you use. If the colors, logos, and message of your e-mail do not match that of your landing page, your bounce rate will be high. Therefore, keep your templates the same and more people will trust your message and your site.
Improve Your E-Mail Landing Page | Easy to find offers
You can improve your e-mail landing page by making whatever offers you put in the e-mail congruent to that which is on your landing page. For example, if you have an orange coupon advertising ‘Buy One Get One Free’ in your e-mail, but the landing page has a different color offering a 50% discount, you will not have as many takers. While ‘buy one get one free’ and ‘50% off’ should be the same thing, if your message and color scheme differ, your customer will become suspicious and leave your site. Therefore, keeping your colors and your message the same will help you improve your e-mail landing page.
Improve Your E-Mail Landing Page | Don’t make them re-register
Companies that don’t use this tip to improve your e-mail landing page drive me crazy! If you’ve e-mailed me this offer, then you already have my contact information. Don’t make me fill it out again to obtain the ebook, coupon, or whatever drove me to click this link. First, it makes you seem like you don’t recognize them as a valued customer or don’t have good attention to detail; either way, it’s a bad perception that will affect your conversion rate. Second, if you make people go through extra steps (especially unnecessary steps), people will leave your page.
Improve Your E-Mail Landing Page | Make it social
If you’ve gotten them to click on your link, land on your page, and you haven’t done anything to scare them off, the final tip to improve your e-mail landing page is to make it interactive. What this means is that instead of beating a one way drum advertising your brand, product, or service, give yourself and your company a more human, personable element. A popular suggestion is using social media buttons, like the Facebook button, and invite people to join your fan page from your landing page. You can entice them by letting them know that they will receive deals in their news stream. While most people ignore e-mail spam, just about everyone checks their Facebook news stream, and these types of buttons will improve your e-mail landing page as well as your site conversion.
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