| Email marketing software has clearly proven | | | | yourself. The old marketing philosophy of |
| itself as not only an important component of | | | | "keep it simple" completely applies to |
| the marketing mix, but also as a pivotal | | | | landing pages. By the time someone gets to |
| medium for driving up sales. The Direct | | | | your landing page, they've already opened |
| Marketing Association recently conducted a | | | | your email and clicked on a link, so the last |
| study that determined there is a return on | | | | thing you want to do is make them work even |
| investment of almost $50 for every dollar | | | | more to find the information they're looking |
| spent on direct email marketing. While that | | | | for. |
| statistic is definitely staggering, it begs | | | | |
| the questions: What key elements are | | | | 2. The page is an Extension of The Link They |
| important to convert emails into sales? And | | | | Clicked |
| how do you use your email marketing software | | | | |
| to achieve that amazing ROI? | | | | When someone clicks a link in your email |
| | | | marketing campaign, they should see |
| The first goal is always to get people to | | | | information directly related to that link. If |
| open your email marketing campaign. For the | | | | someone, for example, clicks on one of your |
| time being, however, let's assume you already | | | | call to action statements about a particular |
| have a captivated audience that has eagerly | | | | product, the moment they get to your landing |
| opened your message. Once opened, we'll | | | | page, that product should be staring back at |
| assume you have spent an adequate amount of | | | | them. If someone clicks a link and then finds |
| time creating compelling copy for your email | | | | themselves looking at totally unrelated |
| campaign that clearly explains to your reader | | | | information, it takes less than a second to |
| exactly what you're offering. Now comes the | | | | close your website and, suddenly, you've lost |
| important part, where you want to take them | | | | the sale. |
| from your email and onto your website where | | | | |
| you can complete the sale. | | | | 3. Don't Oversell Your Product and Scare Your |
| | | | Customer Off |
| Many marketers will include big bold calls to | | | | |
| action in their email marketing campaigns | | | | While this point does tie into the "less is |
| that explicitly direct the recipient on what | | | | more" philosophy, it does warrant its own |
| to do next. For example, phases like "Click | | | | section because all too often businesses will |
| here now" or "Quick! Click To Buy Now. | | | | attempt to cram every teeny tiny bit of |
| Limited Quantities Going Fast" are all good | | | | information onto a webpage. I refer to this |
| calls to action. Other marketers however, | | | | as 'overselling' because you are presenting |
| take a more passive approach and write | | | | the user with so much more information than |
| something a bit mellower, like "Learn More" | | | | they need to make the purchase. In fact, it's |
| or "Additional Information". Depending on | | | | just hindering your ability to close the |
| your audience and the product you are | | | | sale. We've all probably seen the sales pages |
| selling, you will have to choose an | | | | on the internet that seem to scroll |
| appropriate method. But, if you find one | | | | endlessly, touting benefit after benefit |
| doesn't work in your email marketing | | | | about why a certain product is the greatest |
| campaigns, then you can always switch to the | | | | product in the world. Those make for the |
| other. | | | | worst kind of landing pages for your email |
| | | | marketing campaigns because every time users |
| Just getting them to click is only the | | | | have to scroll, they get more time to give up |
| beginning of the battle. One of the most | | | | on the sale. |
| important pieces of the puzzle that can make | | | | |
| or break your sale and really drive home the | | | | Tell people what they need to know and then |
| effectiveness and ROI of your email marketing | | | | stop. If you want to provide a link on your |
| campaign is the page you bring the person to, | | | | landing page for detailed specifications, |
| also know as the "landing page". | | | | that's totally acceptable, but don't make |
| | | | your page intimidating because it's trying to |
| A landing page does not have to be your | | | | cram so much information into your customer's |
| homepage. Most marketers have found that with | | | | mind. |
| email marketing, much like search engine | | | | |
| marketing, often times a custom landing page | | | | 4. Make It Obvious What You Want the User to |
| just for the specific campaign is the most | | | | Do Next |
| effective. This is not to say that your | | | | |
| homepage is not a good source of information, | | | | If the goal of your landing page is to get |
| but it may be so cluttered with other | | | | someone to click the 'buy now' button, then |
| distractions (like other products) that the | | | | make sure that button is very obvious. There |
| user gets confused. | | | | is absolutely nothing wrong with having a big |
| | | | button on your page that clearly tells the |
| A custom landing page for your email | | | | customer 'I'm the next step', like 'Click |
| marketing campaigns should be directly | | | | here to buy now'. If, however, your goal is |
| related to the link that was clicked. For | | | | to generate phone calls, then make sure your |
| example, if the reader clicks a link talking | | | | phone number is prominently displayed. If |
| about a certain type of widget you have for | | | | people have to guess what the next desired |
| sale, then the landing page should focus | | | | action is, then they may guess wrong or, |
| almost exclusively on that widget. After all, | | | | worse yet, not guess at all and just leave. |
| intuitively we know the user expressed | | | | |
| interest in this widget, so why would we take | | | | With the above tips, you will be able to |
| them anywhere else but to the quickest route | | | | create well crafted landing page that will |
| to close the sale for the widget? | | | | help boost the ROI of your email marketing |
| | | | campaigns. Lastly, make sure you are using a |
| Good landing pages for email marketing | | | | quality email marketing software that will |
| campaigns have a few common elements: | | | | track the clicks in your email marketing |
| | | | campaign so you can get instant feedback on |
| 1. Less Is More | | | | the action, from the point users open your |
| | | | email, leading up to the point they get |
| You may have tons of products and many things | | | | dropped on your landing page. |
| you want to say, but please restrain | | | | |