The email campaign is up and running! Statistics are coming back into your marketing automation software and now you are obsessively monitoring your Email Status page – seeing how many recipients are engaging with the message.
Remember, every email has to have a purpose and that purpose should take form in calls to action. When recipients click on a CTA, they’ll be taken to a landing page, which is a page on your website where email recipients can complete a desired action. These pages should include forms – the purpose of these forms is to capture visitor information. Any pages on your website without forms are not landing pages.
Your landing page should not be your homepage.
What’s the point of engaging your audience through an email campaign only to direct them to a page they could have found faster during a Google search? Email recipients need to feel as if they’re receiving inside information, through a link that takes them straight to a form. Additionally, homepages don’t meet our definition of a landing page since they serve additional purposes outside of form completion.
People who “land” on a landing page are looking to complete a digital transaction. You emailed them with a promise, they engaged the email, and completed a form. Deliver on that promise by providing them with a:
- Download: Whitepapers, recorded webinars, best practice documents, etc.
- Registration: Events, webinars, lunch and learns, product demos, etc.
- Subscription: Company blog, newsletter, online training courses, etc.
- Purchase: New products, software upgrades, etc.
Engaging leads and customers through landing pages is like finding out whether you’re having a boy or a girl. Knowing the gender of your baby provides a focus as you set up a nursery and mentally prepare yourself for parenthood. You know to buy dresses and bows instead of baseball hats and sailor suits or to paint the nursery pink instead of blue.
Landing pages also provide a focus by showing marketers what email recipients are interested in. Maybe a specific lead in your database never engaged with whitepapers, but then registered for a webinar. Now you know that this lead prefers more interactive events and you can target your messages accordingly.
When we track their engagement with different landing pages it creates a database of their interests, providing an insight into their needs.
What to consider when designing landing pages:
- Make sure there are no distractions: Don’t include anything that takes attention away from the form. The goal is to capture visitor information, so the whole page should be designed around that focus.
- You can provide additional offers and information on the thank you page, which we’ll dive into in chapter seven.
- Provide clear and detailed instructions: Above the form’s questions tell visitors what you want them to do, how to do it, and what will happen once they’re done. There’s no such thing as providing too many instructions.
- Explain again the offer that was outlined in the email campaign that brought recipients to the landing page.
- Edit your grammar: Be as harsh on your writing as your 10th grade English teacher – grab a red pen and rip it to shreds. Grammar is especially important on landing pages because you’re declaring yourself an industry authority and sharing knowledge.
- One mishap between their and there could be the difference between a new customer and lost lead. Intelligence builds trust.
- Keep the form short: Since, in this particular case, landing page viewers came to it through an email campaign, we already have some of their information. Make sure your marketing automation software keeps track of cookies so forms will auto populate with stored information.
- Typically, email address and name will appear automatically in the form, so as recipients engage, we have more information on them stored in CRM
Now that we know the gender of the baby, errrr, I mean, the interests of our email recipients, we can continue to nurture them with related and relevant content.