When you’re preparing an email campaign, there’s more to the planning than just the email itself. One of the first questions you have to ask is: What do I want each recipient to do? Where do they click through to from here?
The key to a successful email campaign is to set a specific goal, or goals. When you know exactly what you want the outcome to be, it quickly becomes clear what you want someone to do. Often, that’s buy, subscribe, or interact further. The best way to achieve any of these outcomes is to send them to a web page or more commonly known as a landing or campaign page.
Note, we didn’t say website… we said web page. Many email marketing campaigns fail because the click outcome is for a recipient to go to the company’s home page on their website. The problem is, when you send someone to your generic company home page, you’re asking them to do all the thinking. They have to decide where to go next. They have to want to click further. They have to be determined not to be distracted.
There is an alternative, however and it’s one that, when used properly, will reap rewards again and again.
Landing and campaign pages
A landing page is a page specifically designed and built to cater for a particular email campaign. As soon as a reader reaches it, they know they’re in the right place. The design and wording tie in perfectly with the email they’ve just received. It all makes sense. They can instantly buy, subscribe, and interact. But if you’re still not convinced, consider this…
- A landing page provides focus
Your website provides information on everything from background details about your company, to credibility building in your industry, to information about your products and services. Each page has a specific message, but do any one of them actually provide focus on the campaign you’re planning? Probably not. A landing page, however, that’s dedicated to the one topic you’re concentrating on… does. The headline or offer in your email will be replicated on the page. Your visitor will know they have come to the right place to do exactly what they wanted to do when they clicked to go there. All they have to do next is respond to your call to action.
- Other distractions are removed
This extends on our first point. It’s one thing for the page your visitor lands on to have focus. It’s one step further, however, for all alternative links and distractions to be removed. A landing page enables you to remove those generic CTAs present in the template of your company website. Your latest piece of news can’t grab their eye. Another department’s special offer won’t tempt them in a different direction.
- It’s easy to carry out A/B testing
Small tweaks in wording or imagery can often make a significant difference to your conversion rate. By creating two or three different versions of a landing page, you can test which one has the most success. Obviously, this is invaluable for any individual campaign. But you swiftly learn more about your target audience meaning you are able to put those lessons into practice in future campaigns too. This isn’t something you can ever do with the Home page of your website.
- You can have multiple landing pages operating at one time
If you’ve segmented your data properly and tweaked versions of your email campaign to suit the different sectors you’re targeting, it makes sense to tailor your landing page for each sector too. This is impossible to do with a website home page. However, it’s very possible to create multiple versions of any landing page, meaning each one is specifically designed and constructed to convert a particular audience.
- Dedicated pages are easy to share on social media
Once you’ve got the measure of your target audience, a well-designed landing page will also get your recipients working for you. Because each page is specifically designed to appeal to the taste of a particular demographic, well-placed social media buttons will get your recipients sharing on LinkedIn, Facebook, Twitter… wherever you want them to. There’s nothing like the power of viral marketing. Great landing pages are a big step towards tapping into it.
If you’d like to find out more about the difference campaign pages can make to your email marketing, and perhaps even give one a go, please do give us a call. We’d be delighted to chat through your requirements in more detail.