January 21, 2010

How to Design an Effective Landing Page for Your Email Marketing Campaign


Hostway Team

By Kristie Lorette

Every email marketing campaign needs its own landing page on your Web site where readers can find more information on the offer you’re promoting in your email. When readers click the link in the email message, they'll go directly to the landing page, which provides detailed information and a way for the visitor to buy the product or service or register to receive more information.

It’s imperative that the landing page speaks directly to the visitor and that the information is directly related to the email campaign from which the traffic is coming rather than sending them to a generic page that speaks about your company, product or service in general. A targeted landing page tells prospects exactly what you want them to do and helps them convert. Here are some tips for designing an effective landing page.

Be Your Prospect

In order to create landing pages that speak to your prospects, you have to put yourself in their position. You need to think like they think so you can craft copy, share information and create special offers that speak directly to their needs and wants. The email campaign should promote your company in a manner that attracts the recipient of the email. The email then drives them to the landing page for more information, which means the content needs to align with the email and expand on the email to provide the visitors with relevant and compelling information.

Focus on the Benefits

Businesses tend to focus on the features of a product or service rather than the benefits it offers the customer. Use your landing page to list all of the advantages your product or service has for your customers. Show the reader what’s in it for them to do business with you. Remember, it’s all about them and not so much about you, your company or your product or service.

Call to Action

A call to action is a specific statement that tells readers what to do next. Never assume that the reader knows they need to call you or click the products tab of your Web site to place an order. Use your copy to tell them what to do next with a call to action. Say, “Find out more information or order now by calling 1-888-555-0000.” Use a call to action at various points and in different ways starting at the beginning of your landing page and all the way through until the end.

Use Testimonials

Previous customers are your best sales people. Use written as well as video and audio testimonials on your landing page. When a visitor to the landing page connects with or sees themselves in one of your testimonials, they are more likely to convert into a paying customer than if they are only left with the copy you’ve written to determine the quality or usefulness of the product or service you’re selling.

Use Full Contact Information

Use full contact information on the landing page to build credibility with the visitor. It may seem fishy or frustrate a customer if you don’t provide a few different ways for them to get in touch with you. Physical/mailing address, a phone number and an email address should be included on the landing page (typically at the bottom in the footer).

Landing pages for email campaigns can be an effective way to convert prospects into customers. Use these tips to increase your chances of converting visitors into customers. It’ll make your landing page more effective and boost your sales.

About the Author

Copywriter and marketing consultant, Kristie Lorette, is passionate about helping entrepreneurs and businesses create copy and marketing pieces that sizzle, motivate and sell. It is through her over 14 years of experience working in various roles of marketing, financial services, real estate and event planning, where Kristie developed her widespread expertise in advanced business and marketing strategies and communications. Kristie earned her BS in marketing and BS in multinational business from Florida State University, and her MBA from Nova Southeastern University.

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