Email marketing is an excellent tool to help drive sales. A well-crafted marketing email can motivate a customer to click through to your website and buy something. However, a click through doesn’t always lead to a purchase. Even if you create a flawless marketing email, if your landing page (the page that the email click leads to) isn’t well thought out or has a poor design, the customer may abandon it, and it will be a major dent in your reputation.
A good quality landing page could be that extra push that your customer needs to motivate them to make a purchase. If you’re adept at creating successful marketing emails, then putting together a quality landing page should be simple. Here are some tips to help you get started:
A Consistent Look
Aesthetically, the landing page should bear some resemblance to the email it came from. This will help you make the most of your call to action, and help ensure that the customer doesn’t get confused.
This example from Butterfly Twists shows a slight misstep in this respect:
The email itself is a very clear and affective way of promoting the company’s sale. However there are very few similarities between it and the landing page. Firstly, the graphic that takes precedence in the email is not shown anywhere on the landing page. Also, the email promotes a ‘Seasonal Sale’, whereas the heading on the landing page says ‘End of Line’. This could lead a customer to believe that they’d gone to the wrong page.
Conversely, this example from Boots shows aesthetic consistency between the email and the landing page:
Expand On The Email
A good marketing email should provide just enough information to get your customers interested in what you’re offering, but not so much information that they don’t need to click through. Because of this, your landing page should expand upon what you included in your email, giving your customers the information that they need. If possible, the call to action in the email should coincide with the one on the landing page and, again, there should be aesthetic consistency between the two pages.
This promotion, from M&S is a good example of this:
When a customer clicks through the email, they are taken to M&S’s entire workwear feature. As you can see, it showcases a lot more than what is featured in the email, while still retaining a similarity to it.
Everything Should Be Responsive
Nowadays, more people are checking their emails on mobile devices than on desktop clients. This highlights the importance of using responsively designed emails. The same also applies to your landing pages: a responsive email should lead to a responsive landing page. A failure to do so could lead to the customer abandoning their transaction, and they may not pick it up again later on.
Cafe Rouge recently sent this email promoting a 40% off discount code:
This lead to a simple but effective landing page that worked well on both desktop and mobile devices:
The landing page could be the thing that make or breaks your email marketing campaign. By bearing these things in mind and, of course, undertaking regular testing, you will see how your pages can impact on your email marketing success.