When thinking of optimizing customer experience for email marketing, one must consider the entire customer journey, including Landing Pages. Even if you achieve brilliant open and click-through numbers; your email campaign isn’t successful till you lead your subscribers through the end goal. Successful landing pages seal the deal and make all the difference between conversions VS website visits.

We have compiled a list of techniques to help you optimize your email landing pages for conversion:

1. Objective: Traditionally an email landing page has only one objective: Conversion. A conversion doesn’t necessarily have to always result in a direct sale. A conversion could also be a sign up, a download, or any other action desired out of your customers. Keeping this in mind the landing page’s design and content should always be true to its objective.

2. Headline and Context: Always provide a clear and concise headline and list your offer / proposition as clearly as possible. After the headline you should highlight the benefits or value proposition of your landing page.

3. Navigation: Ideally, your landing page should be sufficient enough to provide all the required information to your subscriber, preventing you from taking them to multiple other pages on your website. Mimicking the website with the navigation menu should be strictly avoided, as it’ll only result in taking the focus away from your marketing goal: Conversion.

4. Optimization for Mobile Devices: Recent study (including ones conducted by us) show that mobile usage is on a steep rise and a large chunk of emails are read on mobile devices. Hence, when optimizing for mobile devices, landing pages are as important as the email campaign itself. A non mobile friendly landing page can end up disappointing your customers (or prospects) and result in conversion dropouts.

5. Personalization / Localization of Landing Page Content: Technology allows you to personalize the content of your landing page to suit every customer / prospect. It is also possible for you to passively login your customers who visit the landing page via an email campaign, preventing them from typing their login details. Furthermore, based on the current location of your customers, you can customize the content of your landing page in real time, to show location specific information / deals.

6. Analytics Integration: Landing pages are integral part of your email campaigns. So when considering performance measurement for your email campaigns, you cannot exclude the performance of your landing pages. While our system provides you a wealth of actionable insights on your email campaigns, to analyze your landing pages, you can simply install analytics software (if you haven’t already). However, installation alone doesn’t help and you need to setup an integration between your email campaigns and your analytics software; to behavior you observe on your landing pages can be correctly attributed to corresponding campaigns.

While the above suggestions should guide you towards the right direction; you need to evaluate what technique(s) work best for you. The easiest way to find out is: Test, test and test again!

For a one on one discussion about optimization of your email campaigns, write to us at: info@kenscio.com or for alternatives visit our website.

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