email campaign landing pages

Imagine you’ve just launched the perfect email campaign. Traffic numbers to your site are soaring and every hour you’re getting a jumbo’s worth of visitors. Folks are buckled-in, they’ve enjoyed the in-flight entertainment and are in final descent to your website…

With such a successful marketing campaign, big profits are in the bag this time… what could go wrong?

The landing lights are on, but no one’s home

Does your email marketing lead to a well-constructed landing page? Does it guide them down gently and smoothly lead them to the terminal? No? Then you’re losing business.

You can get some superb web traffic with targeted email campaigns that are designed and written to grab attention and get a response. But what happens once they land on your website?

Here’s some common scenarios of what goes wrong:

• No runway! – no landing pages to handle new arrivals.
• Wrong airport – make sure your visitors land exactly where they expect. Redirect, divert or hoodwink them at your peril.
• Fogbound – without a clear view of where they’re landing, folks won’t risk nailing their landing (they’ll bounce).
• Turbulence – make touching down from email to website as smooth as possible. Don’t interrupt the approach.
• In-transit – make sure your website is seen as a desirable destination and not a hopping-off point elsewhere.
• Gate 999 – don’t make your visitors traipse for miles to get from where they landed to where they want to go.

You’ll know there’s a problem if you’re seeing high bounce rates, low time on site and visitors not taking action.

Effective email marketing landing pages for CRO

Conversion Rate Optimisation (CRO) deals with making websites more effective at turning visitors into customers. The starting point is landing pages. Why? Because you never get a second chance to make a first impression.

Landing pages really are email traffic control….

First, the obvious thing is people like to make sure they’re landing at the right place. If your email promises sunny Malaga the web page it takes people better not be Macclesfield. So, if you’re promoting a specific product, service or feature then your landing page should be all about that too.

Related to this is the fact that people won’t want to land if they can’t clearly see what they were expecting. Subterfuge might get you a click, but it won’t get you a customer. Equally, a confused visitor won’t stick around. Make your landing pages simple, clear and targeted.

No one likes a bumpy landing. The popularity of ‘in-your-face’ pop-ups is an example of landing page turbulence. Some folks swear by their effectiveness in getting a response. But if it interrupts a smooth landing… people will bounce. Be careful where you use tactics that could distract and dissuade.

Quality content are what your visitors want. If your website’s not providing it then your visitors are just in-transit to one that does. And, if you want to drive traffic to a specific response then don’t have that response in some far-flung budget-airlines gate miles from the terminal.

It you want to land customers and get those bounce rates down then target landing pages are what you need.