Why You Need to Connect Your Email Marketing Campaigns with your Landing Pages

How many emails do you get each day?

According to research, we get 212.1 billion emails per day, out of which 123.9 billion are business related.

Out of those 123.9 billion, how many emails do you think received any engagement? Not nearly as many as they should because most email marketing campaigns lack one key component that has the power to skyrocket conversions.

Landing pages!

Email marketing in and of itself is a powerful marketing tool. According to McKinsey & Company, email is nearly 40 times better than Facebook and Twitter at acquiring customers. Now imagine combining the power of email marketing with the conversion potential of landing pages.

Creating and connecting your email campaigns with targeted landing pages is an effective way for you to increase email engagement and:

• Get more subscribers to attend a webinar

• Read a blog post

• Download an eBook

• Change a pricing plan.

Or whatever else you’re promoting to get them further down your marketing funnel.

The answer is simple: clarity.

Email subscribers respond well to clarity. Instead of sending out emails just to check off a box as part of your overall marketing strategy, why not address the right subscribers at the right time with targeted landing pages? Landing pages continue the conversation about your conversion goal and convince subscribers to take your desired action.

Here’s how Uberflip combines email marketing with landing pages. The following image is a screenshot of an email for Uberflip’s “Marketing Automation Hack Series:”

This is the page you land on when you click the “Register Now” CTA button in the email:

This is a perfect email marketing and landing page combination because it contains no navigation links, has clear CTA buttons, brand consistency, and takes subscribers to their desired webinar signup form.

When your emails don’t send subscribers to a dedicated landing page, what follows is a dead end - because no action takes place.

Here’s an email promoting digital marketing event Conversion Conference, which offers a ticket for $400 discount off the original price:

This is the page you land on when you click the CTA button:

This is not a targeted landing page because there are too many distractions. In addition, the CTA button isn’t consistent with the email offer - the discounted dollar value should be mentioned in the headline or the very least, the call to action copy.

See the difference between both emails and their corresponding landing pages? This is the difference between clarity and confusion, between action and inaction.

When you send email subscribers to a dedicated landing page instead of your homepage or product page; you focus their attention on your conversion goal and increase your conversion possibility.

However, not every landing page works well with your email marketing. There are certain elements that your email marketing landing pages must have to fulfill their purpose.

Your email and its corresponding landing page must have perfect message match. Whatever offer you’re promoting in your email should also be clearly mentioned on your landing page.

In other words, the transition from your email to your landing page must be seamless, as is the case with Autopilot’s webinar offer:

And here’s the accompanying landing page:

(P.S.: The landing page above was created with Instapage.)

The email copy clearly mentions that LiveChat is sharing its email engagement story in the webinar, and the landing page reaffirms this in the headline, reassuring the subscriber that they have landed in the right place.

Furthermore, your message match should also be apparent in your CTA button and your landing page copy.

Your brand should be clearly showcased on your landing page the same way it is in your email so your subscribers know they haven’t wandered somewhere else.

This email from HubSpot has its brand logo easily visible, plus the CTA button is also consistent with its brand color:

The landing page also has similar brand consistency:

Your email marketing landing pages don’t require much copy because the offer is explained in the email. Keep the landing pages clutter-free with minimal copy, so your visitors only focus on your conversion goal.

Canva asks its subscribers to create a Valentine’s Day card in the following email:

The corresponding landing page has minimal copy because the offer was already explained in the email above:

The CTA button on your email marketing landing page must be clear in its design and include personalized copy.

The landing page from Relentless Movement’s email campaign has a clear and contrasting call-to-action button:

(P.S.: This landing page was created with Instapage.)

The email promotes a video training series and the landing page headline is consistent with this message. The CTA button is clear, written with personalized copy, and tells the visitor what they’ll receive after they click it.

The CTA button of the Elite Marketing Pro email marketing landing page even has a visual cue pointing to it:

In the end, improving your email marketing campaigns doesn’t only involve tweaking your subject lines or switching your email template. You need to optimize your subscriber’s experience, before and after the click.

Don’t miss out on conversions just because you didn’t connect your email marketing campaigns with the power of landing pages. Do the smart thing, create dedicated landing pages with your emails. Your conversion rates will thank you.

The preceding is a guest blog post written by Fahad Muhammad, content manager atlanding page software company Instapage. He writes about marketing trends, conversion optimization, copywriting and user behavior on the Instapage blog.