If email’s the baited hook, the email capture landing page is the sturdy and trustworthy line that allows you to reel in prospects to complete a desired action—e.g., completing a sale, downloading an ebook, requesting a demo, subscribing to a newsletter, or something else. A catchy headline and a juicy offer may be enough to entice the email recipient, but moving from interest to action isn’t always a given. Done right, adding a landing page to an email marketing strategy can alleviate concerns, answer questions, and provide extra depth to inspire customer confidence.
Simply put, an email marketing landing page whisks prospects from their email inboxes to a distilled-down homepage. Linking from email to landing page allows you to keep email copy minimalist and invite interested prospects to learn more and take action on a beautiful page streamlined to engage.
Email marketing sequences include dedicated landing pages to build trust and nurture relationships by:
Welcoming subscribers to make a favorable first impression
Segmenting audiences by interest to deliver more relevant future emails
Sending customized recommendations and offers
Delivering information to overcome common obstacles to purchase or next steps
Recovering subscribers who abandoned their shopping carts or who haven’t engaged in a while
At a glance, email prospects understand what you want them to do and what value your business provides. Like a newsletter landing page,you can segment email offer pages by audience, campaign, or marketing objective.
There’s room for all brands to optimize. Proof in point: the average email landing page converts at a rate of 2.35%, but the top 25% of sites convert at 5.31%, with the top 10% converting at 11.45% and up. Consider these email landing pages best practices to create higher-converting campaigns.
A landing page headline communicates clear, concise value. With the average visitor bouncing off within seconds of arriving, your headline’s chief objective is to convince people that staying is worth their time. Your headline should make a simple yet compelling first impression.
Strong landing page design provides continuity and solidifies trust. Before email subscribers act, they must feel confident they’ve made a wise decision by following the link. They want to know they are closer to reaching the desired offer and didn’t click on spam by mistake.
The email marketing message and landing page should contain matching:
An email landing page is the appropriate tactic for next-level information sharing and credibility building. But only insert links to relevant internal pages—rather than filling the main landing page with excessive copy. You want clicks, since web users who click at least 2 links are more likely to convert to a sale.
The CTA is the most important element on your landing page as it’s the most direct path to the desired outcome. Be clear about what you want visitors to do now that they’ve come to your page. Rather than designing a default CTA, consider using data to craft personalized CTAs, which perform up to 202% better.
The best CTAs also:
Appear above the fold in an unmissable location
Use power phrases like “get it now,” “treat yourself today,” or “subscribe and save”
Take the shape of boldly colored buttons in a familiar square, rectangle, or circle
Easily attract the eye with arrows, animations, or graphic cues
Are completed quickly, with as little information or as few clicks as possible
Humans like social proof—which is why over a third of top landing pages use testimonials to build trust. Increasingly, brands appeal to new customers by providing reviews from past purchasers that validate the offer. You might think of this section as a “humble brag.”
Email landing page social proof may include:
Star ratings and testimonials from real customers or companies you’ve worked with
Myth-busting quotes from reviews that alleviate common concerns
Media mentions from trusted sources or awards you’ve won
Results-based case studies or statistics
User-generated content, photos, videos, icons, or other visuals
There’s no need to reinvent the wheel. A conversion-focused template customized to your brand offers an easy way to debut a professional design without spending excess time or budget. Like a Lay’s potato chip, why stop at one? Grab a handful of landing page templates and see which ones perform the best.
We recommend A/B testing the following elements, one at a time:
Want to get started with a landing page to complement your email marketing campaign? Sign up for a free account to get started—no credit card required.
With Twilio SendGrid, you’ll create and test marketing campaigns and access ready-to-use templates for email marketing messages and email capture landing pages. Intuitive tools make calculating email return on investment and boosting conversion rates almost effortless.