Landing pages are crucial. They provide additional space to promote yourself, help you understand your subscribers and drive more people to your website. Real estate with email is limited, so it’s important to ensure that your email design and copy encourage interactions. One of the best ways of doing this is to have a short piece of ‘teaser’ copy for each article or section within your newsletter and a strong call to action, linking to a landing page where you have all the time in the world to promote yourself.
Including additional details on landing pages frees up valuable space within your message, giving you an opportunity to feature more products or offers in your message and appeal to more subscribers. They also providing virtually unlimited space on the landing pages themselves.
By clicking on a link to a landing page, a subscriber is telling you that they are interested in that topic or product. You can use this information immediately by ensuring that the message/products on the page are showcased with contextually relevant content. More importantly, you can use this knowledge to segment and target people who visited that landing page with a follow up message. Inferential segmentation or targeting, where you use the fact that you know what landing pages people have visited is particularly important in situations where the only thing you know about somebody is their email address. If you intend to use inferential targeting, be sure that your privacy policy reflects that. Finally, your landing pages can help with natural search.
There is a view using landing pages will result in less visitors to your site however here at Alchemy Worx, we don’t subscribe to that view. We believe there are two types of links, functional and emotional. Subscribers who want to get to your site immediately will click on functional links (such as your logo or navigation bar) so landing pages will not get in their way. Our experience indicates that subscribers who need more convincing are more likely to click on emotional links (from your newsletter articles) where the landing page content can be used to provide additional inspirational copy to help you persuade them to make a purchase.
Last updated: Nov 05, 2014 admin
