In email marketing, emails must be written effectively in order to capture the attention and interest of customers. The messages will usually serve two functions. They will be used either for the purpose of acquisition or for the purpose of retention. In acquisition, they will be used to draw in more new customers to enlarge the customers database. As for retention, they will be used to retain existing customers so that the customers list will not shrink. That said, what good will they do if the all-important landing page for your email marketing strategy fails to provide a smooth and proper landing for the customers?
The landing page is an integral component of your email marketing message. The main email text describes the main highlights of your product or service.The landing page consolidates and further reinstates what you have written in the main email text. This is the reason why the landing page being action-inducing is best left to stand on its own as another separate customized page. Traffic will tend to be directed, and the possibility of increasing conversion rates will be higher. Therefore, it is necessary to customize the landing page that will appear specific to what's being offered in your email text offer.
To achieve good results , here are the tips for a good Landing Page:
(1) Be specific in details -- Whatever is the intention of the landing page, it is best to place emphasis solely on the product or service in topic, as described earlier in the email promotional message. For example, if the promotion is for the registration of an educational course, then do not deviate from it. Direct all your efforts to only bringing in the registration traffic. Be focused and specific in the details and action taken.
(2) Be creative but synchronized -- It is good to synchronize the appearance of the email text and that of the landing page. What is being used to make the email more appealing to customers should be used in the landing page. If the email shows certain colors being used, it's best for the landing page to adopt similar colors. The main reason for this is that the attraction power that has worked for the email will filter to the landing page. Customers will stay on to read in the same creative background, without giving them unnecessary mental fidgets.
(3) Bring to mind the offer -- When emails are being read, there are only two results. One is that the email is of no interest to the customer and goes to deletion. The other result is that the email appeals to the interest of the customer, and this goes on to be a click-through. Of absolute importance is the fact that the offer has to be reinstated for the sake of reminding the customer. The best way to achieve good results is to make the reinstatement within the headline itself. The headline sits at the top of your page, and it has be compelling in providing the unique selling proposition of the product or service. It must meet the needs of the customers in "What's in it for me?". It must convince their curiosity.
(4) Show off your selling skills -- The landing page is where the customer gets to read the benefits of your product or service, and experience the best selling skills that you have. It is the opportunity for you to showcase to the best of your abilities what you can offer in terms of product or service excellence and benefits. Customers have gone this far clicking through to this landing page and you will be doing yourself injustice if they do leave because you have not offered them more freebies and benefits. One point worth noting is that there must be honesty and transparency as far as offers, freebies and benefits are concerned. It is strongly recommended that the pricing offers be simplified as far as possible; too much details and choices tend to raise confusion and can be damaging to the closing. To lend support to all these juicy pricing offers and benefits, a good testimonial preferably accompanied by a photo will do the job. You can increase your credibility by including a visual pop such as "As featured in SmartMoney". Give your customers additional information using pop-ups to make them stay. They have to appreciate and understand more about the value of your offer and why they need to buy from you now.
(5) Emphasize the call to action -- This is the finale for the landing page. After all the sales talk throughout the whole length of the landing page, it is time to emphatically stress the call to action. Even if there is a form to be completed, this must be made known to customers. The call to action should be written in clear powerful terms and should create impact upon customers. It should lead customers to taking immediate action. "Buy NOW before the price goes up tomorrow", "Enjoy $100 discount. Don't miss this offer. Sign up NOW! ". These examples of call to action clearly shows the strong directive for customers to take action immediately. Figures (e.g. $100) should be used to help customers realize the mathematical value of your offer.To create more impact, additional call to action buttons and links should be placed appropriately throughout the whole length of the landing page, with the minimum of one per screen view. To increase the confidence of your customers to buy from you, remove the element of risk and provide them with the assurance of guaranteed satisfaction.
The landing page is just too important to be given some slipshod construction. It will work if it is given due thought and consideration with meticulous planning. It may turn out to be the savior of your flagging business. Nevertheless, the customer must still be given the red-carpet welcome on your landing page!
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