On the winding street 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 e mail checklist. Simply as importantly, e mail advertising sends subscribers to pages in your web site the place the buyer journey continues.
Right here’s the issue… Too typically, the connections between advertising emails and touchdown pages are an afterthought. Targets aren’t clearly outlined. Copy and design get created in silos. Completely different groups use completely different metrics to measure success.
In the end, that results in a disconnected subscriber expertise and lackluster outcomes. But it surely doesn’t need to be that method.
Emails and touchdown pages have to work collectively. So, right here’s some steering 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 e mail publication, or some other referral supply, they’ll land some place else. That web page turns into a touchdown web page.
However conventional touchdown pages have a special, much less common definition. They’re often meant for a particular marketing campaign and encourage web site guests to take a selected 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 may be paid advert campaigns driving visitors to the touchdown web page.
Nonetheless, e mail advertising is among the greatest methods to get the fitting individuals to the fitting touchdown pages in your web site. That’s why many e 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
Electronic 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 accustomed to your model and have raised their fingers to say they need to hear from you. That is the entire thought behind what Seth Godin calls permission advertising.
You’ve already established belief with the individuals in your e mail checklist. However, somebody who sees a show advert or a promoted social submit might don’t know who you might be and what your model is all about.
Even when they click on by, most individuals will view all the things in your touchdown web page with a wholesome dose of skepticism. If we requested which was extra precious, 2,000 followers on any social channel or 2,000 legitimate e mail subscribers? We all know precisely which one a savvy digital marketer would select.
Natural search visitors and paid search advertisements convert fairly effectively. Nonetheless, many individuals who come to your website by engines like google are nearer to the beginning of the client journey. They might be researching an issue or evaluating choices.
However, entrepreneurs can use the e-mail channel to strategically information prospects by the decision-making course of. Electronic mail educates subscribers and nurtures leads so these contacts finally select to turn out to be loyal clients.
Curiosity: The ace up e mail advertising’s sleeve
To get the clicking, there’s one factor it’s essential to do as an e mail marketer – generate curiosity. That’s how the magic occurs. You need your subscribers to marvel what’s on the opposite aspect of your e mail’s call-to-action (CTA).
This psychological phenomenon is typically known as the “data hole” or the “curiosity hole.” Once we don’t know one thing (and generally, even after we do), human beings are pushed to fill within the blanks. Watch the video under from Andrew Davis to search out out extra.
If you’d like e mail subscribers to click on by and go to a touchdown web page, you must generate curiosity at every level alongside the best way.
- Your topic line must make individuals curious sufficient to open the e-mail. (What’s inside?)
- The headline and e mail copy ought to make individuals curious sufficient to maintain studying. (What’s this all about?)
- The pictures you utilize within the e mail can generate curiosity too. (This seems to be fascinating.)
- Then, your CTA button must generate sufficient curiosity to earn the clicking. (I’ve bought to see this for myself.)
Lastly, the touchdown web page the place subscribers find yourself must ship on the guarantees you made in your e mail. And naturally, as soon as they land on a web page, you may create one other curiosity hole that will get them to transform.
Begin with the technique
Getting subscribers to click on by from an e mail to a touchdown web page is likely to be your big-picture aim, but it surely’s not an outlined technique. If potential, attempt to get everybody concerned with the marketing campaign on the identical web page from the very starting.
Listed here are some questions you may ask to assist create an efficient technique for emails and touchdown pages:
- Who can we need to go to the touchdown web page? (That is your audience/purchaser persona.)
- What motion do we wish them to take once they get there?
- What ache factors will probably be relieved, and what advantages will they expertise if individuals take that motion?
- How will you measure the success of each the e-mail and touchdown web page?
When you’ve bought clear solutions to questions like these, your group can start crafting the copy and design of the touchdown web page, emails, and paid advertisements within the advertising marketing campaign. Simply be sure that this isn’t accomplished in silos. That might trigger inconsistencies and confusion that negatively impression the outcomes.
As a substitute, begin with the tip in thoughts. If the touchdown web page is already created, use that to tell and encourage persuasive e mail copywriting, constant visuals, and artistic e mail CTAs.
Design and duplicate for emails and touchdown pages
When writing and designing emails and touchdown pages, consistency is vital. In the event you’ve ever clicked a hyperlink in an e 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 e mail to a touchdown web page that appears utterly completely different or appears to be about an unrelated matter. Subscribers have sure expectations once they click on. Consistency between the e-mail and touchdown web page helps meet these expectations.
Listed here are three examples of manufacturers doing it the fitting method:
1. Clay makes it mysterious
Product launch campaigns are a giant deal. It’s the second of reality. When that time got here for Clay, an AI-driven skilled networking device, the model successfully generated curiosity with their e 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 checklist, and the CTA button encourages contacts to say their spot in that mysterious and thrilling future.
As soon as they arrive at the touchdown web page, guests from e mail are greeted with a robust headline and two choices: Get the product instantly or watch a video to see what it does. By the best way, a 2019 examine discovered that including a video to your touchdown web page can enhance 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 carefully matches. There’s no denying the truth that you might be in the fitting place in case you click on the CTA on this e mail.
2. Asana retains it easy
Whereas there’s a time and place for longform copy on emails and touchdown pages, a superb rule of thumb is to maintain issues brief and candy at any time when potential. You’ve bought 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 help the way forward for work, it despatched out a reasonably commonplace webinar registration e mail. However what occurs if clients click on from the e-mail after the occasion is over?
The model’s stroke of genius right here is that if individuals didn’t have time to attend the stay digital. keynote, they in all probability didn’t need to watch a full replay both. That’s why the touchdown web page includes a brief recap. Once more, you’ll discover how each the language and visuals of the e-mail and touchdown web page are practically similar.
The e-mail
The touchdown web page
The aim right here was to teach clients on the advantages of utilizing Asana for mission administration and collaboration. They need to encourage loyalty and cut back buyer churn by illustrating the methods Asana repeatedly improves its software program and makes your group 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 brief video with colleagues.
3. NHC’s ecommerce connection
On an ecommerce web site, practically any web page can turn out to be a “touchdown web page.” The place you resolve to ship clients and subscribers from e mail campaigns helps outline their on-line purchasing expertise.
The web vitamin and complement retailer Pure Wholesome Ideas (NHC) despatched an e mail that hit on a giant ache level for many individuals – seasonal allergic reactions. Whereas the copy within the e mail is sparse, the imagery does the promoting.
NHC may 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 with out a care on this planet about her seasonal allergic reactions and all that pollen.
The e-mail
The touchdown web page
On this case, e mail subscribers may click on the CTA, which took them to a class web page with dozens of merchandise. Or they may begin purchasing in inbox and select from fashionable merchandise featured within the e mail.
Discover how the identical benefit-driven headline, “Breathe Straightforward: With Pure Allergy Aid”, seems in each the e-mail and on the prime of the shop’s class web page. Plus, the model makes use of the identical inventory picture 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 here are a couple of different concerns to use to your technique:
- Responsive design: In the event you take a mobile-first strategy to e mail coding, however your touchdown pages aren’t cell pleasant, that’s an enormous disconnect. Make certain to contemplate the total expertise for all display sizes.
- Accessibility: Likewise, be sure that each your emails and net pages are accessible. If a person with low imaginative and prescient can interact along with your e mail however lands on an inaccessible web page, your efforts will fall flat. The requirements you observe for e mail accessibility ought to be mirrored in your web site too.
- Font help: In case your model makes use of customized fonts, they is probably not supported in all e mail purchasers. Make certain your font stack contains fallback choices which can be in keeping with what guests will see on the touchdown web page.
- Darkish mode: Electronic mail purchasers and net browsers might show content material in darkish mode in another way. How do your darkish mode emails examine to the touchdown web page?
Segmentation and personalization of touchdown pages
Segmentation and e mail personalization symbolize one more solution to create a constant expertise from e mail to touchdown web page.
If you’re taking the time to write down and design emails for various segments, then why would you need to ship these distinctive audiences to a generic touchdown web page? Chances are high – your marketing campaign will probably be simpler in case you ship subscribers from completely different e mail segments to touchdown pages which can be additionally tailor-made to their wants, pursuits, and preferences.
Electronic mail segmentation makes content material extra related to people and that ought to proceed with the web site expertise. Sure, this may occasionally take a little bit further effort and time from copywriters, designers, and net builders, however for giant campaigns it might actually be price it. In truth, there’s a superb probability your e mail segments mirror the audiences you’re focusing on with paid advertisements and social promotions. So, you may 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 enhance their personalization finances. However whereas 95% of these surveyed are personalizing emails, solely 50% are personalizing the web site.
Similar to emails, touchdown pages will also be personalised. Relying on the instruments in your martech stack, you might be able to add a buyer or subscriber’s title to the touchdown web page copy. Higher but, you would ship them to a touchdown web page with personalised product suggestions or content material.
Measuring e mail and touchdown web page efficiency
Retaining monitor of opens and clicks may let you know how effectively the e-mail carried out, however they aren’t a superb measure of a profitable connection between what occurs within the inbox and on the web site.
For that, you’ll need to measure the conversion price, 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 prime the checklist of e mail metrics thought of most essential for measuring success. Conversion price got here in third place with 26% of respondents saying it was a prime three e 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 e mail:
- A conversion for Clay’s product launch e mail can be new signups.
- A conversion for Asana’s e 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 monitor e mail advertising conversions, you’ll want to make use of UTM parameters on hyperlinks to touchdown pages. This may assist attribute web site visitors to a particular e mail marketing campaign. If you must manually calculate the e-mail conversion price, right here’s the fundamental method:
(# of subscribers who took desired motion ÷ # of emails clicked) x 100 = Electronic mail conversion price
So, if 500 subscribers opened the e-mail and clicked by to the touchdown web page. Then 100 of these individuals transformed on the touchdown web page. Your e mail conversion price can be 20%.
Testing and optimizing emails and touchdown pages
In e mail advertising there are two forms of testing that may optimize efficiency:
- A/B testing, which helps you enhance future efficiency.
- Pre-send or predeployment testing, which offers e mail high quality assurance.
A/B testing occurs after you hit ship and after individuals go to your web site. You’ll be able to take a look at headlines, imagery, calls-to-action, and extra on each touchdown pages and in e mail campaigns.
The e mail testing that occurs earlier than you hit ship permits you to preview campaigns in numerous mailboxes and on fashionable gadgets. Electronic mail on Acid by Sinch offers dependable screenshots from the highest e mail purchasers and stay gadgets. It’s one other method to make sure you’re delivering a constant expertise each time.
However that’s not all Electronic mail on Acid does to ease the concerns of entrepreneurs. You can even use it to catch unintentional profanities, run accessibility checks, and be sure you’re not on a blocklist earlier than you launch an important marketing campaign.
And Electronic 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 Electronic mail QA Course of and Ship Perfection
What’s the easiest way to run by your pre-send guidelines? With Electronic mail on Acid’s Marketing campaign Precheck, we’ve simplified the method and set all the things 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 purchasers and gadgets. All earlier than you hit ship!
Writer: Kasey Steinbrinck
Kasey Steinbrinck is a Sr. Content material Advertising and marketing Supervisor for Sinch Electronic mail, which incorporates the manufacturers Electronic mail on Acid, InboxReady, Mailgun, and Mailjet. He understands how e mail and content material work hand-in-hand to create a robust technique. Kasey has additionally frolicked working in conventional media, e-commerce advertising, and for a digital company.
Writer: Kasey Steinbrinck
Kasey Steinbrinck is a Sr. Content material Advertising and marketing Supervisor for Sinch Electronic mail, which incorporates the manufacturers Electronic mail on Acid, InboxReady, Mailgun, and Mailjet. He understands how e mail and content material work hand-in-hand to create a robust technique. Kasey has additionally frolicked working in conventional media, e-commerce advertising, and for a digital company.
