Year after year, the industry giants consistently report that email marketing produces a higher ROI than any other digital channel. An effective email marketing campaign must marry a strong message with a high-converting landing page.
But what does an effective email marketing landing page look like? In this post, we’ll discuss some email marketing landing page best practices.
In the B2B marketing space, landing page conversions are both challenging to achieve, and lucrative. They are a critical stage of the lead generation buying cycle, and arguably the most important step to get right.
What is an Email Marketing Landing Page?
A landing page is a single webpage tied to a particular email marketing campaign. Its goal is to “convert” a prospect into a paying customer by collecting the key contact details you need to reach out (typically with a signup form).
It will contain content such as testimonials, product or service features, and a simple contact form. If the user is persuaded by the material on this page, a form submission takes place resulting in a conversion.
Marketing teams spend a considerable amount of time testing and optimizing these pages, as the leads captured can become long-term clients. An element as simple as the page headline can make an immense improvement to the landing page’s conversion rate.
Tweaking and improving the effectiveness of the page’s purpose (to collect leads), is known as conversion rate optimization, or, CRO.
Best Practices for B2B Lead Generation
The imagery, number of form fields, and the copy affect the conversion rate of a landing page. Certain small changes can have profound benefits to the success of your campaign.
Marketers have been creating and optimizing the landing pages of their email marketing campaigns for years, and statistics don’t lie. So before you get excited and “reinvent the wheel”, as they say, digest the following email marketing landing page best practices that have been proven to convert more leads.
The headline should contain the number one benefit the user will receive. This should be stated in a concise, yet creative way that reassures the reader that the reason they clicked the link in your email matches what you’re promising.
Try using compelling words like “exclusive” to convey the value and authority of your content. Introducing words like “today” in your headlines have been known to increase conversions due to the implication of receiving immediate value from the offer – not to mention the FOMO impact.
Be specific and honest in your headline, there is no value you in promising services you can’t deliver. Speak directly to your target buyer persona and zero-in on what interests them most.
Secondary Headline (Subheadline)
If your primary headline was effective, your reader’s eyes will naturally travel downward to the subheadline. Don’t lose the attention of your prospect by being vague or uninspired here!
When it comes to holding your visitor’s attention, secondary headlines are just as important as your main one. It should elaborate on your primary headline, which means that the two must be developed together to avoid sounding disjointed.
Your subheadline should draw the user in deeper by providing a more detailed and specific explanation of the offer. This can be the ideal time to encourage the reader to take action by filling out the form. But if they need a little more convincing, read on.
Explain Ideas with Images
In the example below, Kabbage uses 3 simple images to help the reader conceptualize the service at a glance. This type of visual cue at the right time can provide a better user experience and make the prospect feel comfortable about what they’re signing up for.
Images have the power to transform complex ideas into digestible pieces of information quickly. The old adage of “a picture is worth a thousand words” is true, so make sure you capitalize on the limited space you have to persuade the reader.
Certain business models have a limited supply of relevant images to use, especially when offering a service. Get creative here and don’t be afraid to use images of people. It both humanizes your brand and has been known to increase clickthrough rates.
Using bullet points may seem like an “old-school” approach, but it’s still very effective at outlining key benefits. The eyes are trained to hop along bullet-pointed items at a relaxed pace in a non-distracting manner.
Reserve the bullet points for only the most impressive features of your product or service. Aim for 4-5 key benefits of the offer to use as bullet points.
The points don’t have to be just simple black dots either. Checkmarks, arrows and other colored shapes can draw even more attention to the bulleted list.
The CTA (Call-to-Action)
Tailor the call-to-action towards the offer itself, be specific. Don’t just use “submit”, talk about what the user will get after clicking the button.
The CTA button should be large and prominent. Use bold colors that contrast against your email landing page background. Oranges and reds have been tested to perform the best. (Think of the Amazon “Add to Cart” button).
Use a different color than you’re using on the rest of the landing page to differentiate it.
Convert More Cold Email Contacts into Leads
The email marketing landing page best practices outlined in this post can be tied to your cold campaigns to convert more targeted leads into your funnel. A strong cold email campaign paired with a killer landing page is a formidable tool in your marketing arsenal.
Clickback’s Email Lead Generation software allows you to send cold campaigns to a purchased email list. It includes the tools needed to build, optimize and deliver outbound email marketing campaigns that generate B2B leads for your business.