With an incredible ROI potential and nearly limitless possibilities for engagement, it’s no wonder that email remains one of the go-to marketing channels for businesses both small and large.
In fact, a whopping 87% of marketers say they use email to disseminate content to their audience, making it the second most popular form of content distribution behind social media. A pretty amazing feat for a channel that’s over 50 years old.
However, finding success as an email marketer is far from an easy task. With competition stiff and inboxes crowded, it’s important to make sure your email marketing campaigns are up to par.
The importance of optimizing your landing pages
Imagine you’re an eCommerce store owner. You’ve just launched a new product and you want to promote it to your email list. You craft a beautiful email, complete with images and enticing copy, and you hit send. But what happens when your subscribers click through to your website?
Well, if they’re greeted with a generic, uninspiring landing page, chances are they’re not going to convert. Even worse, if your landing page is difficult to navigate or takes too long to load, you may lose them entirely – meaning that all of your hard work crafting that email will have been for nothing.
But, rather than let that happen, there are a few things you can do to make sure your email marketing landing pages are optimized for conversions. Here are four key tips to get you started.
Keep your landing pages simple and to the point
When it comes to landing pages, less is more. You want to make it as easy as possible for your visitors to convert, which means you should keep your pages simple and uncluttered.
That means including only the most essential elements, like a headline, subheadline, CTA button, and form. Anything beyond that is just unnecessary fluff that will only serve to distract your visitors and make them less likely to convert.
One of your main priorities when creating a landing page should be to instill trust in your visitors. After all, if they don’t trust you, they’re not going to hand over their personal information, let alone their hard-earned money.
One of the best ways to build trust with your visitors is to include social proof on your landing pages. This could be in the form of customer testimonials, customer reviews, or even media mentions from popular publications.
It’s also a good idea to include social proof and another important credential within your email signature too. That way, your recipients will see that you’re credible and trustworthy before they even reach your landing page which will drastically increase the likelihood of them converting.
Don’t overdo it with the CTAs
Your CTA is arguably the most important element on your landing page – it’s what tells your visitors what you want them to do. A poor or ineffective CTA can mean the difference between a conversion and a bounce.
With that in mind, it might be tempting to include several CTAs on your landing pages in an attempt to increase the chances that your visitors will take action. But, in reality, this is just going to confuse and will likely lead to fewer conversions.
Instead, you should focus on having a single, strong CTA that’s impossible to miss. Make sure it’s prominently displayed and that the language is clear and concise. And, if you want to increase the chances of conversion even further, you can use first-person language and action-oriented words like ‘download’, ‘discover’, and ‘learn’.
Optimize for mobile
In today’s digital world, it’s more important than ever to make sure your website is optimized for mobile. In fact, according to Statista, over 58% of all internet traffic worldwide comes from mobile devices.
In other words, if your landing pages aren’t optimized for mobile, you could be missing out on a huge chunk of potential conversions.
So, how can you make sure your landing pages are mobile-friendly? For starters, keep your pages simple and uncluttered (just like we talked about before). You also need to use a responsive design so that your pages adjust automatically to different screen sizes.
And, last but not least, make sure your CTA buttons are large and easily clickable on mobile devices. No one wants to have to zoom in and struggle to click a tiny button on their phone.
Final word
Given the intense competition for consumer dollars in today’s marketplace, it’s more important than ever to make sure your email marketing landing pages are optimized for conversions.
Sending your recipients to a well-designed, user-friendly landing page can mean the difference between a campaign that flops and one that generates leads, sales, and revenue.
So, keep these optimization tips in mind the next time you create a landing page for your email marketing campaigns and you’ll be well on your way to success. Just remember to keep your audience in mind and opt for simplicity over complexity.
