Email campaigns are awesome. They’re all about how you win customers with attention-grabbing email subject lines and compelling content.
You initially entice your audience, but it’s an optimized landing page that can best influence their purchase decision.
I mean email marketing landing pages provide a space for us to lead our target audience towards the desired action while simultaneously gathering data on campaign elements that influence their decision – what could be better?
Email marketing services are proven to deliver a higher return on investment than other marketing channels. According to Campaign Monitor, businesses who run segmented campaigns can grow their revenue by as much as 760%!
Follow these 10 email marketing landing page best practices for the best email marketing ROI and landing page conversions:
10 Email Marketing Landing Page Tips To Increase Conversions
1. Use Clear and Disruptive Landing Page Headlines
Don’t be afraid to use a headline that is as direct and disruptive as possible. A strong, attention-grabbing headline will help you attract more visitors who are interested in your content – which means the conversion rate for those email marketing landing page visitors should also increase.
Do not be too vague with your email landing page headlines!
This can lead people on irrelevant journeys into your landing pages without converting, so take care when writing them to ensure they represent what readers expect from the article’s subject matter and their homepage information architecture.
It may seem like small details, but they all add up in the end. If you want to improve your conversion rate and ROI, just make your emails simple.
Doordash’s landing page is a great example of a clear but memorable headline. “Restaurants and more, delivered to your door”
They’ve gone for a headline that rhymes, but also directly explains what they do. You can immediately see that they can deliver more than just food from restaurants.
UberEats’ landing page on the other hand has gone for an even more simplistic approach. They currently use: “Hungry? You’re in the right place.”
The headline is one of the most important parts of your email marketing landing page. It needs to be short, catchy, and memorable so people will want to click through it.
2. Minimalism Wins to create effective landing pages
When it comes to your email landing pages, less is more. No one wants to read a cluttered landing page that’s full of irrelevant information and products they don’t care about.
Keep your messages focused by building on what you said in the body copy of your email – not mentioning too many topics or subjects at once!
Your best bet for retaining attention is a video. More than 30% of top-ranked landing pages use this medium and it’s the most effective way to pack in information quickly while keeping people entertained. The more you can keep their interest, the likelier they are to convert!
3. Utilize Whitespace Efficiently in Email Landing Pages
Cluttered landing pages are a thing of the past. Nobody likes to be bombarded with information all at once, so make sure your page is easy on their eyes by utilizing whitespace!
Whitespace can take many forms — it doesn’t have to look like white space necessarily; you just need some type of empty background color that will not distract from other content in your design.
By using whitespace on your email marketing landing page, you’ll help your audience focus on the important information. This will result in higher conversions and better branding, as your audience connects with you more easily!
There are four main types of whitespace: background, text spacing, content grouping boundaries (or zones), and margins between columns or blocks of content. Here’s how to maximize each type for email marketing landing page success:
Effective Landing Pages use Background Whitespace
Use a light color that contrasts nicely against your design so it doesn’t distract from other elements on the page but still looks visually pleasing.
If you want an even cleaner look than just white space in this area then use black space instead which is very popular among designers at the moment because they make great backgrounds for photographs or video footage.
Well Designed Landing Pages Utilize Text Spacing Whites
Utilizing text spacing can provide creative ways to increase the readability of your content without using large blocks of text, which can appear daunting to readers. It allows you to increase the distance between lines to make them appear easier to read and digest. It helps to reduce the feeling of a page looking “cluttered” by large blocks of content.
Content Grouping Boundaries Whitespace
You might not realize this but whitespace is a key component when considering what design elements will grab people’s attention first and foremost on any page.
Utilizing white space in these zones helps create structure and hierarchy for the different sections of content you have on your email marketing landing page.
Group your content intelligently to create a sense of order and flow by having pieces that support one another.
When it comes to content, you want the reader to be able to digest everything seamlessly from start to finish without feeling overwhelmed or lost in their reading journey.
Spacing out elements on your email marketing landing page can also help with getting people’s attention to the right places and funnel them to the CTA.
Margins between Columns or Blocks White Space
Using margins as an element that sets off particular pieces within columns or block portions means it’s easier to skim information more quickly because there are clear breaks between each column or block.
This also makes finding specific headlines, images, etc., much quicker for the reader and enables them to scan through longer articles while understanding the core message of the content.
4. Use Only One Clear CTA (Call-To-Action) For An Effective Landing Page
Having a clear Call-To-Action on your email marketing landing pages is important to get your user’s attention and guide them through the process.
If you have more than one CTA, it means that visitors have more options on what they’re looking for and can be less inclined to follow your desired direction.
In order to ensure that people move through your designated path, use only one CTA per page with clear language – preferably in the form of “Click here” or an arrow pointing towards said call-to-action button.
Don’t confuse readers by having different buttons saying things like “Register Now!” or “Start My Free Trial.” If there is no difference between these two CTAs then make sure both say exactly the same thing so as not to cause confusion among potential customers.
Remember to take it easy with the messaging you use on your CTA. You don’t want to scare away potential conversions by being too aggressive.
5. Follow UX Design Best Practices
UX design is crucial when it comes to influencing visitor behavior on your site. Design the page in a way that gives users the feeling they are in control.
Try to keep your page design keeps things well-balanced when it comes to the proportion of text and imagery.
The following tips might seem like common sense but addressing these UX design best practices can improve conversion rates considerably:
- Use easy language (don’t overwhelm visitors with technical jargon)
- Make sure there’s less than 500 words per page
- Have one CTA per webpage/page
6. Mobile-First Design Is Crucial
How annoying is it when you visit an email landing page, only for it to not load correctly on your mobile devices?
When designing an email marketing landing page, make sure you carefully consider the mobile experience.
Try to keep your design simplistic use a responsive template that automatically adjusts to the screen size design for mobile devices and it will become much easier to optimize your conversion rates.
If you want to learn more about how to design a great email marketing landing page, here are some tips that will help:
- Keep your CTAs above the fold (i.e., on desktop) or within two scrolls from the top of the screen (on mobile).
- Make sure that all text is readable and limited in size so it doesn’t overwhelm visitors with technical jargon.
- Use easy language and keep paragraphs short for a seamless reading experience on any device.
- Include less than 500 words per webpage/page – this way, users won’t lose interest before they have time to take action.
7. Segment Your Audience And Tailor Your Content
Another way to ensure success is to segment your audience and customize your landing page content for each group.
Do you know the age ranges, genders, and industries of your audience? If not, it’s time to do some research! Once you have a better understanding of who is visiting your site (and what they’re looking for), tailor content specifically tailored to them.
For example: if I’m selling products for kids then my email marketing landing page should be geared towards moms with children under 18 years old – but if you sell products or services exclusively for female entrepreneurs over 50-years-old then that segment will respond differently to messaging than women in their 20s.
This way, every visitor can find something useful on your email marketing landing page without being overwhelmed by information or messaging that doesn’t connect with them.
Want to ensure even more success? Build an email landing page for each segment and then write compelling copy for them. You can send multiple versions of your email to each segment to maximize your return.
8. Personalize Campaigns
What’s the best way to target your email campaign segments? Personalized emails for each one!
Personalizing your email campaign is an excellent way to drive conversions from your email landing page.
You can track customer data, purchase history, and interactions with email messages in order to create a unique experience for each segment.
– If you’re sending emails on behalf of a company (meaning the content is coming from marketing professionals), this means writing more formal copy rather than using casual language or slang that might come across as disingenuous or unprofessional.
You should also keep it concise so that people will read the message even if they have no interest in what’s being offered; however, don’t be too hasty – sometimes lengthy explanations about how something works are necessary because some customers simply won’t bother reading everything!
Be sure there’s enough valuable information in each email’s body while also making sure the CTA is clear.
Pay attention to your audience’s needs so you can convert visitors and drive traffic to acquire more leads.
Personalized messaging will not only get you more traffic but will also result in more conversions.
The most important thing to remember is that you have to make sure your landing page’s message resonates with the customer and helps them understand what they need – not just offers or products, but benefits!
You might want to test different headlines, images, colors, and text styles before settling on one specific design; by doing this you’ll be able to find out which of these elements contribute the most towards increasing conversion rates.
9. Don’t Over Use Visuals
Utilizing too many visuals on your email marketing landing page can make it difficult to follow what your message is, and it can distract from the call-to-action on the page.
Instead of showing off all your assets in a single email when you want to make an impact with just one product or service, use visuals sparingly by linking to more information about what you’re offering elsewhere on your website.
This will help ensure that customers are receptive to everything you have to offer without being overwhelmed or confused by too much detail at once!
This could be in blog posts, webinars, videos – anything where they learn how things work before getting asked for their contact details.
If you do decide to include images within emails themselves (rather than hyperlinking), keep them professional and relevant so that your potential customer doesn’t feel like you’re forcing them to sign up for something they don’t want.
10. Don’t Add Distractions
This ties in with our previous point of visuals as a distraction. In this case, distractions could be considered features such as:
- Navigation Bars
- Social Media Buttons
- Content about other products or services
These features can all distract people from the main purpose of your email, which is to convert them into a lead.
Try to avoid navigation bars and only provide links when absolutely necessary for social media pages. For other products and services, it’s best to avoid promoting those entirely from your email so you can keep the subject focused on the main product or service.
This will keep the content succinct and keep your audience’s attention on what you want them to do – find out more information about your product!
Note: Avoid distracting visuals by removing logos (or any marketing materials) that are not relevant to your business as this could turn off potential leads due to their original intent.
Disclaimer: These tips may vary depending on industry type; please take these points with caution if they don’t apply in detail for your specific field.
Email marketing campaigns are proven to deliver a high return on investment. Your company can’t afford not to be using email marketing services, so now’s the time to get started with one of these easy steps!
Remember that your emails need to be minimal and use whitespace efficiently for an aesthetically pleasing design. When it comes down to it, personalization is key when reaching out in this digital era.
Try only having one CTA per email and follow best UX practices for influencing behavior towards desired outcomes like lead generation or conversion rates.
Be sure you’re designing mobile-first because we all spend our days staring at screens – your customers will appreciate being able to view content easily from their phones as well!
If you want help building an effective email strategy, schedule a Strategy Call today.