On the winding highway that’s the buyer journey, emails and touchdown pages are two essential connections alongside the trail to buy. One results in the opposite.
A touchdown web page that’s designed to gather new contacts helps you construct your electronic mail record. Simply as importantly, electronic mail advertising and marketing sends subscribers to pages in your web site the place the buyer journey continues.
Right here’s the issue… Too usually, the connections between advertising and marketing emails and touchdown pages are an afterthought. Objectives aren’t clearly outlined. Copy and design get created in silos. Completely different groups use totally different metrics to measure success.
Finally, that results in a disconnected subscriber expertise and lackluster outcomes. However it doesn’t need to be that manner.
Emails and touchdown pages must work collectively. So, right here’s some steerage on making a cohesive buyer expertise – within the inbox and in your web site.
What defines a touchdown web page?
Technically talking, each web page in your web site may very well be a touchdown web page. When somebody clicks a hyperlink from a search outcome, a social media submit, an electronic mail e-newsletter, or another referral supply, they’ll land elsewhere. That web page turns into a touchdown web page.
However conventional touchdown pages have a special, much less basic definition. They’re normally meant for a selected marketing campaign and encourage web site guests to take a specific motion, reminiscent of:
- Signing up for a trial
- Buying a sure kind of product
- Utilizing a promotional code
- Registering for a webinar
- Watching an explainer video
- Downloading digital content material
The touchdown web page could also be optimized for sure key phrases to draw natural guests from engines like google. There is also paid advert campaigns driving visitors to the touchdown web page.
Nonetheless, electronic mail advertising and marketing is likely one of the greatest methods to get the precise folks to the precise touchdown pages in your web site. That’s why many electronic mail service suppliers (ESPs) and buyer relationship administration (CRM) platforms have instruments for designing and sending emails in addition to constructing and publishing touchdown pages.
How emails and touchdown pages work collectively
E mail is an efficient solution to drive certified visitors to key touchdown pages. That’s as a result of emails get delivered to people who find themselves already aware of your model and have raised their arms to say they wish to hear from you. That is the entire thought behind what Seth Godin calls permission advertising and marketing.
You’ve already established belief with the folks in your electronic mail record. However, somebody who sees a show advert or a promoted social submit might do not know who you might be and what your model is all about.
Even when they click on via, most individuals will view every little thing in your touchdown web page with a wholesome dose of skepticism. If we requested which was extra useful, 2,000 followers on any social channel or 2,000 legitimate electronic mail subscribers? We all know precisely which one a savvy digital marketer would select.
Natural search visitors and paid search adverts convert fairly properly. Nonetheless, many individuals who come to your website via engines like google are nearer to the beginning of the client journey. They could be researching an issue or evaluating choices.
However, entrepreneurs can use the e-mail channel to strategically information prospects via the decision-making course of. E mail educates subscribers and nurtures leads so these contacts finally select to change into loyal prospects.
Curiosity: The ace up electronic mail advertising and marketing’s sleeve
To get the press, there’s one factor you will need to do as an electronic mail marketer – generate curiosity. That’s how the magic occurs. You need your subscribers to surprise what’s on the opposite facet of your electronic mail’s call-to-action (CTA).
This psychological phenomenon is typically referred to as the “data hole” or the “curiosity hole.” After we don’t know one thing (and generally, even once we do), human beings are pushed to fill within the blanks. Watch the video under from Andrew Davis to seek out out extra.
If you need electronic mail subscribers to click on via and go to a touchdown web page, you must generate curiosity at every level alongside the best way.
- Your topic line must make folks curious sufficient to open the e-mail. (What’s inside?)
- The headline and electronic mail copy ought to make folks curious sufficient to maintain studying. (What’s this all about?)
- The photographs you employ within the electronic mail can generate curiosity too. (This seems fascinating.)
- Then, your CTA button must generate sufficient curiosity to earn the press. (I’ve received to see this for myself.)
Lastly, the touchdown web page the place subscribers find yourself must ship on the guarantees you made in your electronic mail. And naturally, as soon as they land on a web page, you possibly can create one other curiosity hole that will get them to transform.
Begin with the technique
Getting subscribers to click on via from an electronic mail to a touchdown web page is likely to be your big-picture purpose, nevertheless it’s not an outlined technique. If attainable, attempt to get everybody concerned with the marketing campaign on the identical web page from the very starting.
Listed below are some questions you possibly can ask to assist create an efficient technique for emails and touchdown pages:
- Who will we wish to go to the touchdown web page? (That is your audience/purchaser persona.)
- What motion do we wish them to take after they get there?
- What ache factors shall be relieved, and what advantages will they expertise if folks take that motion?
- How will you measure the success of each the e-mail and touchdown web page?
When you’ve received clear solutions to questions like these, your staff can start crafting the copy and design of the touchdown web page, emails, and paid adverts within the advertising and marketing marketing campaign. Simply be certain this isn’t achieved in silos. That would trigger inconsistencies and confusion that negatively influence the outcomes.
As a substitute, begin with the top in thoughts. If the touchdown web page is already created, use that to tell and encourage persuasive electronic mail copywriting, constant visuals, and artistic electronic mail CTAs.
Design and duplicate for emails and touchdown pages
When writing and designing emails and touchdown pages, consistency is essential. In case you’ve ever clicked a hyperlink in an electronic mail and thought to your self, “Wait, what simply occurred?”, you realize precisely what we imply.
It may be complicated and jarring to go from a promotional electronic mail to a touchdown web page that appears fully totally different or appears to be about an unrelated subject. Subscribers have sure expectations after they click on. Consistency between the e-mail and touchdown web page helps meet these expectations.
Listed below are three examples of manufacturers doing it the precise manner:
1. Clay makes it mysterious
Product launch campaigns are a giant deal. It’s the second of fact. When that time got here for Clay, an AI-driven skilled networking device, the model successfully generated curiosity with their electronic mail and delivered on guarantees with the corresponding touchdown web page.
The e-mail’s design and headline spark a way of thriller round a future that’s nearly right here. In the meantime, the copy reminds them why they’re on this ready record, and the CTA button encourages contacts to assert their spot in that mysterious and thrilling future.
As soon as they arrive at the touchdown web page, guests from electronic mail are greeted with a powerful headline and two choices: Get the product instantly or watch a video to see what it does. By the best way, a 2019 research discovered that including a video to your touchdown web page can improve conversions by as a lot as 80%.
The e-mail
The touchdown web page
One factor you’ll discover instantly is how the design of the e-mail and touchdown web page intently matches. There’s no denying the truth that you might be in the precise place when you click on the CTA on this electronic mail.
2. Asana retains it easy
Whereas there’s a time and place for longform copy on emails and touchdown pages, rule of thumb is to maintain issues quick and candy at any time when attainable. You’ve received a restricted period of time to seize the eye of subscribers and web site guests – so use it correctly.
When Asana promoted a stay on-line occasion unveiling main product updates to assist the way forward for work, it despatched out a fairly customary webinar registration electronic mail. However what occurs if prospects click on from the e-mail after the occasion is over?
The model’s stroke of genius right here is that if folks didn’t have time to attend the stay digital. keynote, they most likely didn’t wish to watch a full replay both. That’s why the touchdown web page includes a quick recap. Once more, you’ll discover how each the language and visuals of the e-mail and touchdown web page are almost equivalent.
The e-mail
The touchdown web page
The purpose right here was to coach prospects on the advantages of utilizing Asana for venture administration and collaboration. They wish to encourage loyalty and cut back buyer churn by illustrating the methods Asana constantly improves its software program and makes your staff extra environment friendly.
Discover that there’s no push to improve or promote something in any respect. The CTA on the touchdown web page merely encourages guests to share the quick video with colleagues.
3. NHC’s ecommerce connection
On an ecommerce web site, almost any web page can change into a “touchdown web page.” The place you determine to ship prospects and subscribers from electronic mail campaigns helps outline their on-line procuring expertise.
The web vitamin and complement retailer Pure Wholesome Ideas (NHC) despatched an electronic mail that hit on a giant ache level for many individuals – seasonal allergic reactions. Whereas the copy within the electronic mail is sparse, the imagery does the promoting.
NHC might have illustrated the ache level by displaying somebody with a runny nostril and itchy eyes. As a substitute, the e-mail options imagery of a girl having fun with the outside and not using a care on the planet about her seasonal allergic reactions and all that pollen.
The e-mail
The touchdown web page
On this case, electronic mail subscribers might click on the CTA, which took them to a class web page with dozens of merchandise. Or they might begin procuring in inbox and select from widespread merchandise featured within the electronic mail.
Discover how the identical benefit-driven headline, “Breathe Simple: With Pure Allergy Reduction”, seems in each the e-mail and on the high of the shop’s class web page. Plus, the model makes use of the identical inventory photograph mannequin to create a constant visible expertise from the e-mail to the web site.
Constant digital experiences: Past the fundamentals
There’s extra to a constant buyer expertise than the phrases and visuals utilized in emails and touchdown pages. Listed below are a couple of different issues to use to your technique:
- Responsive design: In case you take a mobile-first method to electronic mail coding, however your touchdown pages aren’t cellular pleasant, that’s an enormous disconnect. Ensure to contemplate the complete expertise for all display screen sizes.
- Accessibility: Likewise, be certain each your emails and internet pages are accessible. If a person with low imaginative and prescient can have interaction along with your electronic mail however lands on an inaccessible web page, your efforts will fall flat. The requirements you observe for electronic mail accessibility needs to be mirrored in your web site too.
- Font assist: In case your model makes use of customized fonts, they might not be supported in all electronic mail shoppers. Ensure your font stack contains fallback choices which can be in step with what guests will see on the touchdown web page.
- Darkish mode: E mail shoppers and internet browsers might show content material in darkish mode in a different way. How do your darkish mode emails evaluate to the touchdown web page?
Segmentation and personalization of touchdown pages
Segmentation and electronic mail personalization signify yet one more solution to create a constant expertise from electronic mail to touchdown web page.
In case you are taking the time to put in writing and design emails for various segments, then why would you wish to ship these distinctive audiences to a generic touchdown web page? Likelihood is – your marketing campaign shall be more practical when you ship subscribers from totally different electronic mail segments to touchdown pages which can be additionally tailor-made to their wants, pursuits, and preferences.
E mail segmentation makes content material extra related to people and that ought to proceed with the web site expertise. Sure, this may occasionally take just a little further effort and time from copywriters, designers, and internet builders, however for giant campaigns it could actually be price it. In truth, there’s probability your electronic mail segments mirror the audiences you’re concentrating on with paid adverts and social promotions. So, you possibly can drive that visitors to customized touchdown pages too.
The subsequent stage is personalization. Analysis from Salesforce discovered that 99% of entrepreneurs deliberate to take care of or improve their personalization finances. However whereas 95% of these surveyed are personalizing emails, solely 50% are personalizing the web site.
Similar to emails, touchdown pages can be customized. Relying on the instruments in your martech stack, you could possibly add a buyer or subscriber’s identify to the touchdown web page copy. Higher but, you possibly can ship them to a touchdown web page with customized product suggestions or content material.
Measuring electronic mail and touchdown web page efficiency
Preserving observe of opens and clicks may inform you how properly the e-mail carried out, however they aren’t measure of a profitable connection between what occurs within the inbox and on the web site.
For that, you’ll wish to measure the conversion fee, which tells the story of what occurs after an open and a click on. The report Inbox Insights 2023 from Mailjet by Sinch discovered that opens and clicks high the record of electronic mail metrics thought-about most necessary for measuring success. Conversion fee got here in third place with 26% of respondents saying it was a high three electronic mail metric.
What qualifies as a “conversion” will rely upon the motion you count on subscribers to take as soon as they attain the touchdown web page. Utilizing the three examples from earlier on this electronic mail:
- A conversion for Clay’s product launch electronic mail can be new signups.
- A conversion for Asana’s electronic mail would’ve been registrations earlier than the occasion after which video performs and/or social media shares after the occasion.
- A conversion for NHC’s allergy marketing campaign can be including any of these merchandise to the cart and buying.
To precisely observe electronic mail advertising and marketing conversions, you’ll want to make use of UTM parameters on hyperlinks to touchdown pages. This may assist attribute web site visitors to a selected electronic mail marketing campaign. If you must manually calculate the e-mail conversion fee, right here’s the essential method:
(# of subscribers who took desired motion ÷ # of emails clicked) x 100 = E mail conversion fee
So, if 500 subscribers opened the e-mail and clicked via to the touchdown web page. Then 100 of these folks transformed on the touchdown web page. Your electronic mail conversion fee can be 20%.
Testing and optimizing emails and touchdown pages
In electronic mail advertising and marketing there are two kinds of testing that may optimize efficiency:
- A/B testing, which helps you enhance future efficiency.
- Pre-send or predeployment testing, which supplies electronic mail high quality assurance.
A/B testing occurs after you hit ship and after folks go to your web site. You may take a look at headlines, imagery, calls-to-action, and extra on each touchdown pages and in electronic mail campaigns.
The electronic mail testing that occurs earlier than you hit ship helps you to preview campaigns in several mailboxes and on widespread units. E mail on Acid by Sinch supplies dependable screenshots from the highest electronic mail shoppers and stay units. It’s one other manner to make sure you’re delivering a constant expertise each time.
However that’s not all E mail on Acid does to ease the concerns of entrepreneurs. You may as well use it to catch unintended profanities, run accessibility checks, and be sure to’re not on a blocklist earlier than you launch a vital marketing campaign.
And E mail on Acid’s automated URL validation function may even assist double-check UTMs and look ahead to damaged hyperlinks. As a result of sending subscribers to a 404 web page as an alternative of your touchdown web page can be an enormous bummer.
Simplify the E mail QA Course of and Ship Perfection
What’s one of the simplest ways to run via your pre-send guidelines? With E mail on Acid’s Marketing campaign Precheck, we’ve simplified the method and set every little thing up for you. Use it to double-check your content material, optimize for deliverability, guarantee accessibility, and preview how campaigns look on greater than 100 of the most well-liked shoppers and units. All earlier than you hit ship!
Creator: Kasey Steinbrinck
Kasey Steinbrinck is a Sr. Content material Advertising Supervisor for Sinch E mail, which incorporates the manufacturers E mail on Acid, InboxReady, Mailgun, and Mailjet. He understands how electronic mail and content material work hand-in-hand to create a powerful technique. Kasey has additionally frolicked working in conventional media, e-commerce advertising and marketing, and for a digital company.
Creator: Kasey Steinbrinck
Kasey Steinbrinck is a Sr. Content material Advertising Supervisor for Sinch E mail, which incorporates the manufacturers E mail on Acid, InboxReady, Mailgun, and Mailjet. He understands how electronic mail and content material work hand-in-hand to create a powerful technique. Kasey has additionally frolicked working in conventional media, e-commerce advertising and marketing, and for a digital company.
