Posts tagged email campaign
Studies have shown that there is one specific element of your email marketing campaign that if done right, can increase your conversions by 60%. And it is NOT the subject line, your email list, the graphics you use or the “From” address. Feeling a little lost? You aren’t alone! And this conversion-boosting element is often overlooked or ignored completely by most email marketers. So just what is this secret weapon?
It’s actually no secret at all. It’s your landing pages – those pages that greet your visitors once you’ve gotten them to click through your email campaign. And landing pages should absolutely be an integral part of your email marketing efforts.
Your landing page can make or break your email marketing initiatives. A good landing page will help email recipients continue through the sales process or funnel them onto the next step. Mediocre landing pages might perform at an acceptable level, giving you an inflated sense of success while you are losing out on quality opportunities to convert. And bad landing pages can be really bad – they can confuse or derail recipients to the point that they become annoyed, leave the site, or even rethink their association with your brand.
Creating great landing pages is a matter of focusing on your customers and their specific needs. Customers want to be assured that they’re at the right place, to understand the benefits of taking the next step and what to expect, to clearly see the action step you want them to take, and to feel confident that they’re making a good decision. Let’s take a look at some of the ways you can optimize landing pages to better meet your customers’ needs:
You’ve Come to the Right Place
Have you ever clicked through an email and then thought, “Huh? What just happened?” If so, you’ve just been the victim of landing page disconnect. This occurs when a landing page greatly differs from the email marketing that led you to it. This can happen as the result of a number of elements:
An offer that is not reiterated: Imagine that you’re driving your daughter to a classmate’s birthday party. You can type the address into your GPS, but doesn’t it make you feel more comfortable to see those ‘Happy Birthday’ balloons tied to mailbox? That’s because even if you’re pretty sure you know where you are, like most people you appreciate a little reassurance that you’ve arrived at the right location.
Landing pages work the same way. An email offer that touts a “Free white paper on email marketing tips” should lead to a landing page that reiterates that offer. Repeating your offer helps people instantly realize they’ve come to the right place.
Your landing page is definitely not the place to test out your company’s new logo or to roll out an entirely different color scheme. Consistency is key to building trust, and having continuity between the look and feel of your email and your corresponding landing page will make visitors feel more comfortable.
You’re Here for the Right Reasons
Reassuring visitors that they’ve arrived at the proper location is the first step in preventing them from bouncing off of the page and moving them towards conversion. But once you’ve passed the first hurdle, your challenge becomes convincing people to take the next step. To accomplish this, you should ensure that the landing page features between 3-5 concise benefits-focused statements that spell out exactly what the visitor can expect as a result of their action.
For example, the benefits for your downloadable white paper on email marketing tips could be something like:
Improve campaign ROI
Increase your deliverability and conversions
Decrease your number of spam complaints
Note that each benefit is brief yet action-oriented, speaking directly to the target audience, and not overly “salesy” either.
You’ve Come to Complete a Task
Some email marketers look at landing pages as just another page of the website, one that should have all of the bells, whistles and navigation that are available on every other page. But smart email marketers realize that the function of a landing page is actually quite different than other pages that are intended to be accessed outside of a specific campaign.
Landing pages are in place to help a visitor accomplish a particular task, such as purchasing your product or signing up for your webinar. Help your visitors stay on task by streamlining your landing pages. Avoid adding any unnecessary links, and consider minimizing the page’s navigation structure to create fewer distractions. If additional information needs to be given before people can be expected to make a decision, you should consider doing so in a pop-up window that allows the landing page to remain in the background.
With landing pages, less is often more. The less distractions and alternate site paths you provide, the more conversions you can anticipate.
You’re Safe Doing Business with Us
Another way to encourage email campaign conversions is to show visitors that they have made a wise and safe decision to do business with you. This doesn’t mean that you should add images of perky customer service representatives or using “Your Business is Safe with Us” as a headline. Remember, you earn a customers’ trust, you don’t just tell them about why they should give it to you.
There are more effective ways of conveying your business’ trustworthiness than resorting to these tired clichés or cheesy graphics. Here are a few that work particularly well:
Third-party testimonials. Landing pages are a great place to showcase brief quotes from happy customers talking about the benefits and return on investment gained from purchasing your product or service. Keep them brief so they don’t take up a too much space on the screen.
Media mentions. If your business or product has been featured in a local, regional or national news broadcast or publication, or received a feature story in an important industry blog, you may want to consider providing quotes from the news stories or using that media outlet’s logo with an ‘As Seen in’ header.
Awards. Similar to media mentions, awards can help establish your business’ credibility. Award logos or quotes should also be brief; you should add additional information or links about the accolade elsewhere on your site in case the visitor decides to investigate later, so they won’t feel duped.
The Secret is Simple: Stay Customer Focused
The secret to improving your landing pages and increasing conversions is quite simple: Just pay attention to your customers’ needs and ensure that your landing pages address them all. Reiterate your email offers to show customers that they’re exactly where they need to be. Showcase your offer’s benefits and design a clear pathway between the customer and the goal. Finally, give your customers the information they need to feel confident about their decision to do business with you. With effort and perseverance, optimization of your landing pages will likely improve your email campaign conversions … and your bottom line.
In 2008, 60.8% of US businesses surveyed said that sending an email newsletter was a component of future marketing plans.
…and has this number gone up since then?
What day of the week is most popular to send your publication? Percent of newsletters being sent by customers weekly:
49% of email marketers said their E-newsletter routinely justified itself. Only 10% said their newsletters were not being justified at all by revenue.
Packaged food giant ConAgra found that consumers who subscribed to their email newsletter generated 34.25% more product sales overall.
30% of small businesses execs say they had an improved image of a vendor from the (email) newsletter they received.
No surprise there…
44% of marketers surveyed believe the biggest challenge in email is providing ongoing, relevant content.
Luckily, we’re here to help!
I was kinda disappointed by the ads on the Super Bowl this year. The game itself was at least competitive and fairly entertaining (for a hockey fan), but nothing really stood out as a “great” commercial. I’ve always been amazed that companies can spend so many millions of dollars on just 30 seconds of airtime. Yes, lots of people are watching. (Are they paying attention…or drinking & eating? Well, the TV is on at least.) But I questioned if there were better ways to spend the dough.
Most of the companies that buy ad time during the big game are huge consumer goods-type companies, the kind that can afford to do all sorts of “real” promotion during the year…and then tack on a big SB ad for good measure. For the other 99% of businesses, there are far more effective options for spending a million advertising dollars.
The great news is that you don’t need a huge advertising budget to spend on marketing or PR to share your ideas or your offerings anymore. The Internet has leveled the playing field for most. With great content, some well placed SEO dollars, a great viral video or some effective email list and/or social network building, small companies can compete with much larger ones.
Of course, writing the content takes both your time and expertise, or hiring a competent writer to help out. But many of the ways that content is shared online these days are completely free, like most social networks or blogging platforms.
And sure, email marketing isn’t free… but the marginal costs to reach additional people once a campaign has been created are almost nothing. So who wins or loses depends more on having a good online communications strategy, and less on having the biggest checkbook. For someone who likes rooting for the underdog, I like that.