How to Design the Best Landing Page for Your Email Marketing
Building a specialized landing page for your email campaign is an excellent way to improve the outcomes from email engagement. Here are some tips to keep in mind to design the best landing page for your email marketing programs.
By Brandon Olson October 14, 2015
This is a guest post from Adam Tanguay, who leads organic growth programs for the DIY website builder Weebly and also runs Weebly’s Inspiration Center, where experts from around the world share advice to help entrepreneurs and small business owners bring their best ideas to life. Weebly now integrates with AWeber. Not using Weebly? Check out our Weebly partner offer.
Building a specialized landing page for your email campaign is an excellent way to improve the outcomes from email engagement. Whether you’re looking to drive sign ups, downloads or just form completions, a properly tuned email landing page can provide real value by bringing your visitors to a page targeted directly to their needs. According to report by MarketingSherpa, over 45% of marketers build a new landing page for every new campaign.
Here are some tips to keep in mind to design the best landing page for your email marketing programs.
Remove distractions and use white space.
You want to guide visitors toward a desired action with minimal distraction. This means removing unnecessary content and focusing on the primary goals of the campaign. Start by stripping down the layout to the most important and impactful elements and remove standard, but unnecessary pieces of normal web pages, like top navigation and search boxes.
This email landing page from Lyft shows the power of removing distractions like the top navigation. Focus is placed on the primary goal from the second a visitor lands, driving a Lyft app download. Without the top navigation present on the rest of the Lyft site, visitors are left distraction-free to find Lyft’s value proposition and app install buttons.
White space is also an important part of email landing page design. This isn’t just about placing content on a white background, but using negative space between page elements to create visual impact. Look at the way white space is used on the Lyft page.
This simple section provides a natural break between landing page sections, making it easier for the eye to follow content. The white space also highlights product benefits and gives more space for the call to action.
Compare Lyft’s white space with the “Setup” section on this Twitter for Business landing page. It feels awkward right? This use of white space actually distracts from the primary goal of the campaign, making it less pleasing for the eye to follow content through the page. Use white space carefully and thoughtfully; it’s a powerful tool.
Many landing pages suffer because there’s just too much going on. Approach landing page design with a feeling of respect for the time of the visitor. By making a clear and digestible landing page, you can do more with content because you aren’t forced to slam a loud call-to-action button awkwardly into a crowded space. Proper white space and a distraction-free page lets you speak more directly and intelligently with your audience.
Complement your email design and deliver powerful CTAs.
A visitor to your email landing page has already engaged with your content from his or her inbox, so you know they’re interested in what you have to say. With this captive audience concept in mind, create landing pages that augment your initial email style.
Hype Machine’s newsletter landing page closely mirrors the design and layout of the email itself, but with some clever additions like a “Play All Tracks” button and some extra graphics on the header. These subtle touches promote landing page engagement while keeping the experience familiar. There is an aesthetic harmony between email and landing page that improves the chances of interaction.
Powerful CTAs are also an important part of successful email landing pages. Look at this IFTTT landing page CTA. That is not a small button. Try not clicking on that button. Once you visit the IFTTT page from the email, it’s very clear what you can do next. You don’t want to make visitors guess or even have to think deeply about an action. The CTA should be obvious and ready to capitalize on the feeling they’re bringing from email click to landing page.
To make the email landing page even stronger, it’s important to incorporate multiple CTAs throughout the content that match thematically. Even with the giant IFTTT button there is still a text link for the same task available in the copy itself. The Lyft example has another CTA just underneath the app download buttons. Always provide multiple avenues to accomplish the desired event for the email campaign. With a strong CTA and a landing page that complements the original email, you’re bound to have a successful program.
Think about SEO.
Remember that the landing page isn’t just about the email campaign. This content is public, so it will be discovered and digested by non-email visitors. Make sure that you can maximize that public value by following some basic SEO strategies.
Make sure the page itself is crawlable, so you’re not blocking it from search in the robots.txt file or through noindex tags. You also want the page to have some clean HTML markup with crawlable text and a strong title tag, meta description and URL (some basic guidelines from Google for reference). Put the page into Google’s Keyword Planner to get ideas for keywords you could incorporate into some of these elements. Run your email landing page through Fetch as Google to check crawlability.
Since visitors from organic search traffic may be completely unfamiliar with you, make sure that the landing page represents your brand in a meaningful way. You don’t need to sacrifice any specific language or design pieces; just make it easy for your page to live on its own and do more outside of the campaign. This means incorporating your logo into the design, and using subtle elements like a small footer sign up or learn more section that new visitors can use.
Landing page content often has some extremely good value for long-tail keywords, so some basic landing page SEO can provide new traffic for a long time, providing extra value on top of your initial email landing page investment.
By following these tips you can create landing pages that will delight visitors with great design and content, which will help your email campaigns deliver even better results over time.