7 Tips for Email Landing Pages That Can Improve Lead Conversion

Many businesses miss out on extremely profitable marketing methods because they consider email marketing to be outdated. Sure, email marketing has its drawbacks (like your emails getting lost in spam), but as statistics prove, email marketing has the highest ROI out of all marketing techniques. And yes, that includes social media marketing too. Even though email marketing may not seem flashy, you can convert more users through it than with ads on Facebook or Instagram.

With email marketing, email landing pages become a necessity. You might not have been familiar with the term “email landing page” before, but I bet you have visited at least a dozen of these already. Email landing pages refer to the pages that greet you when you click on the CTA (Call to Action) button of an email.

These are the pages that drive conversions. Email landing pages are not the only kind of landing page, of course. Also, there are various kinds of landing pages, depending on what kind of conversion you want.

It can range from asking the user to subscribe to your website for regular updates and directly asking the user to make a purchase or sign up for a free trial to even just asking the user to go through a piece of content so that you can get backlinks to boost your SEO. Those are just a few of the various conversions that websites seek to earn.

But, the important thing is that for any conversion, the most vital element that you need to incorporate into your marketing campaign is a quality email landing page for each marketing email. You might be wondering why you need one specific email landing page for each email instead of having a general one that you can attach to all your emails.

This article will answer the above question and many more regarding email landing pages. So, if you are on the lookout for a Dallas digital marketing agency that can help improve your email marketing conversion rates, then you’ve come to the right place.

Read on to learn more about how to choose the right digital marketing agency to grow your business through email marketing.

7 Tips for Email Landing Pages That Can Improve Lead Conversion:

1. Email Landing Page Should Match Your Marketing Email

We have already mentioned that it is an essential factor.

You cannot have the same email landing page for all your emails because all your emails don’t convey the same message. You cannot possibly be sending out the same emails (in look, content, etc.) week after week to the same customer base.

Even if your CTA button is the same, the look of your email marketing ad changes and your corresponding email landing page must be complementary to that. Otherwise, the link between the two is severed. The customer feels misled into signing up for something other than what was advertised through the email.

If creating multiple email landing pages is difficult for you, make sure you keep the stylistic aspects (font, colors, etc.) of your emails and landing pages the same. This way, even if the content doesn’t match up wholly, the two still look similar enough to drive conversions.

2. Know Your Customer Base

This is true for all kinds of marketing campaigns, be it email or otherwise. You can neither design an email marketing ad nor a landing page without knowing your audience base and understanding their needs, desires, and pain points.

And the great part about email marketing is that you already have an in-depth knowledge of your customer base. If you have a subscriber list already, you know a lot of important information about them, such as their age, gender, etc.

This allows you to effectively differentiate between Gen Z and millennial customers, male and female customers, etc. The better you know your customers, the more you can personalize the landing page to their tastes.

For example, the present Reddit landing pages which ask “Are you a dog person or a cat person?” are extremely popular among the Gen Z. Whereas, millennials and the older generations are more likely to go for something straightforward like “Launch an Online Business.”

3. Single Irresistible CTA Button

The art of not just designing but also placing the CTA button is something experts have been studying for years.

Can the mere color of a CTA button really make any significant difference? The answer is yes.

The world-class marketers employed by the best Dallas digital marketing company have spent weeks, if not months, deliberating upon the correct color, font, content, and placement of the CTA button.

The Call-to-Action button, after all, is the most critical part of any landing page since it is the one element that drives conversions more than any other. This is the button that must stand out, and this is the button that will lead to more conversions. Of course, you need this to pop out of the page more than any other bit of information.

CTA buttons also need to have the exact right words on them. Several digital marketing companies in Dallas use words like “Now,” “Hurry,” etc., to put the email recipient under some pressure to take action – thus driving conversions.

Also, remember this- no matter how much you are tempted to provide more than one CTA button on the landing page, refrain from doing so. There’s a very good reason for this. You might think more CTA buttons will lead to a greater possibility of conversions, but there’s no positive outcome of confusing the customer. Being spoiled for choice usually results in a decreased number of conversions.

Have a single, irresistible CTA button. That’s all you need.

4. No Outbound Navigational Links

You might be tempted to provide other links on the landing page apart from the CTA button. This is an absolutely terrible idea because each outbound navigational link you place urges the audience to leave the landing page.

You are essentially defeating your own purpose of driving conversions by providing outbound links. If you absolutely need to have any, make sure they are not centrally placed and that they don’t compete with the CTA button. This is why most CTA buttons are red or green, whereas the outbound links are blue.

5. Don’t Ask for Too Much Too Soon

Landing pages are often meant to collect the user’s information but don’t scare your audience away by asking for too much. Experts claim that asking for three pieces of information is enough- the user’s name, mobile number, and email. In some cases, you can even do without the mobile number.

Don’t ask for anything more because the number of lead conversions goes down with the number of question criteria that you add to your landing page.

Some of the best digital marketing agencies in Dallas would advise you to keep your landing page as short and to the point as possible. The more you demand from your audience, the more you increase the possibility of them just navigating away from your landing page.

6. Perform A/B Testing

This one is vital. Feel like you have designed the best email landing page possible? Think again. There’s no way to be sure that your landing page will work unless you have proof that it actually works. You have to put your landing page to the test before deciding that it is the best one.

A/B Testing is the best way to test the performance of your landing page. In A/B Testing, two versions of your landing page (with different designs, content, CTA button, etc.) are shown to different sets of the audience during the same period of time. There are various A/B Testing sites that allow you to run these tests. After the given period of time, results are checked to see which page performed better.

A/B Testing allows you to base your decisions on cold, hard data instead of just your subjective opinions. You can also A/B test specific elements of your ad like the colors, the placement of the CTA button, the headline, etc.

7. Add Multimedia Content

Adding photos or videos to your email landing page leads to more conversions. This is because people are more willing to look at an image or a video than simple text. Even if you don’t have the expertise or the budget to add a video, you can always opt for infographics. Infographics combine the best aspects of both text and image. Additionally, they’re easy to make and can be designed quickly and cheaply with a free tool.

Visually captivating landing pages are bound to work better than plain text ones. But even if you are using plain text, make sure the design is as clean-cut and attention-grabbing as possible.

In Conclusion

Email landing pages are not easy to get right the first few times. But consistent A/B Testing and studying analytics can get you there in due time. Just remember to follow the tips provided above so that you do not make any of the most common mistakes prevalent in email marketing.