Email marketing is a great way to get people to shop on your site, gain exposure, sign up for your newsletter and much more. The fact is, people accept offers by email.
How exactly can you get your subscribers to take action, though? You need to bring them to a well-designed landing page.
While this process may seem straightforward, there are some important concepts to consider before starting a campaign.
After all, you don’t want to be one of the 78% of businesses that say they are unhappy with the conversion rates of their email marketing campaign.
Below we have listed some top tips on how to design the best landing pages for your email marketing campaign.
Have a Trustworthy Page Design
There are few concepts more important to an email marketing campaign than having a well-designed and trustworthy landing page.
When a user is directed to a landing page that has been poorly designed, it can lead to the belief that the company itself is not legitimate, and this does not bode well for sales.
It is also important to note that 65% of all email gets opened on a mobile device.
This means that your subscribers will typically follow the link, within the email that you sent them, straight to your landing page via their device.
This is why non-responsive landing pages don’t cut it anymore. If subscribers can’t fulfill the call-to-action via their mobile device, chances are that they will abandon ship altogether.
To ensure that you are making the most of your landing page, spend time during the design phase testing out different themes to find one that will gain the confidence of your users.
There are many sites, such as the popular e-commerce platform Shopify, that offer a variety of high converting, responsive and trustworthy landing page designs.
Best Landing Pages: Do Not Clutter
One way to hurt the design of your landing page is by making use of too many elements.
When you load up a page with too much content and too many images, it can have the look of being overcrowded. And this can drastically affect your conversion rates.
To ensure that this does not happen, it is wise to keep the landing page design simple by utilizing lots of whitespace.
This can be achieved by leaving plenty of room around margins and images so that they do not become the focal point of the page.
In this way, users will not get distracted by the information overload. And instead, they will be drawn to the elements that lead to conversions, such as forms and call-to-action banners.
Choose the Right Color Scheme
It may come as a surprise, but the color scheme of a landing page can play a significant role in gaining customers.
In fact, research has shown that colors can change the way we perceive certain things, and this concept is true in landing page design as well.
When you are creating a landing page, try to find a color scheme that utilizes bright colors, but one that does not overload the senses.
There are a variety of free tools online that are made specifically for the task of finding engaging color schemes, and these are worth considering. Two are:
If you are searching for a free online toolbox that specializes in designing and working with color palettes, look no further than ColorExplorer.
It has been in development since 2006 and allows its users to color match and browse color libraries, including conversion hints between multiple colors.
It’s an excellent tool for designing the colors of any email marketing landing page.
Paletton is a designer tool that is used to create color combinations that go together well.
This tool (formerly called “Color Scheme Designer”) is perfect for marketers who already know what their base color is, and want to generate similar shades that will compliment it.
Their web app will guide you through the required process of building up a color palette, ensuring your landing page compliments your current website and email design.
Use Short Forms
It is no secret – users do not like filling out long forms, and this is no different when it comes to landing pages.
Therefore, when you are directing potential leads to a landing page where they can sign up for your services or product, make sure to keep the form short.
For the initial contact form, you may only want to include a few fields, such as the customers first and last name, and their email address.
If the form is kept short, there is a significantly greater chance that the user will enter their information, thus, generating a lead. Research has shown that shorter forms can increase leads by 40%.
Once the form has been completed and the customer is on board, you can ask them for additional information.
Make Sure the Email Title Matches the Landing Page Content
Choosing the right title is a must for anyone looking to capitalize on the benefits of email marketing, and this is a fact that is often overlooked.
Not only does a title describe the contents that are to be found within the email, but also it’s crucial for grabbing the attention of the recipient.
Therefore, it is important that the title of the email match the offer that is being presented to the user on the landing page.
If a potential customer clicks the email link and they find that the email title and the offer do not correspond, then there is a chance that they will be turned off, resulting in the loss of a sale.
Always verify that the information matches, as this will go a long way in gaining customer loyalty and trust.
Minimize the Terms and Conditions
Every product comes with its own set of stipulations regarding its usage and this is typically known as the terms and conditions.
And while a terms and conditions section is a means of listing the various qualifiers for a product, it can also hurt conversion rates and take away from the landing page design.
For this reason, it is important to keep the terms and conditions section to a minimum.
To achieve this, you will want to place the stipulations near the bottom of the landing page. And use a smaller font size to keep it from being too noticeable, but large enough so customers can clearly read the contents.
When implemented correctly, a landing page is one of the best ways to gain customers through an email marketing campaign. But there are some steps to consider before putting your plan into action.
When designing a landing page, it is vital that the title of your email matches the content that will be found on the page.
In addition, be sure to have a well-designed page to build the users trust, so that they will be more likely to opt for the product being pitched.
Furthermore, you will want to consider using a color scheme and template design that has been proven to get results.
Lastly, it is wise to keep the page from looking cluttered by using generous amounts of whitespace.
By taking heed of these tips, you are sure to find success with your email marketing campaign.
Michelle Deery is a team member of Heroic Search in Tulsa. She specializes in writing about digital marketing and growth strategies, sharing tips and tricks she has learned along the way.
Image source: Author-owned
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