On the winding highway 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 electronic mail listing. Simply as importantly, electronic mail advertising sends subscribers to pages in your web site the place the buyer journey continues.
Right here’s the issue… Too usually, the connections between advertising emails and touchdown pages are an afterthought. Objectives 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. Nevertheless it doesn’t must be that means.
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 could possibly be a touchdown web page. When somebody clicks a hyperlink from a search end result, a social media publish, an electronic mail e-newsletter, or another referral supply, they’ll land elsewhere. That web page turns into a touchdown web page.
However conventional touchdown pages have a special, much less normal definition. They’re often meant for a particular marketing campaign and encourage web site guests to take a selected motion, resembling:
- 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.
Nevertheless, electronic mail advertising is among the greatest methods to get the appropriate individuals to the appropriate touchdown pages in your web site. That’s why many electronic 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
E 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 conversant in your model and have raised their palms to say they need to hear from you. That is the entire concept behind what Seth Godin calls permission advertising.
You’ve already established belief with the individuals in your electronic mail listing. Then again, somebody who sees a show advert or a promoted social publish could do not know who you might be and what your model is all about.
Even when they click on by way of, most individuals will view all the things in your touchdown web page with a wholesome dose of skepticism. If we requested which was extra invaluable, 2,000 followers on any social channel or 2,000 legitimate electronic mail subscribers? We all know precisely which one a savvy digital marketer would select.
Natural search visitors and paid search adverts convert fairly nicely. Nevertheless, many individuals who come to your web site by way of engines like google are nearer to the beginning of the client journey. They could be researching an issue or evaluating choices.
Then again, entrepreneurs can use the e-mail channel to strategically information prospects by way of the decision-making course of. E mail educates subscribers and nurtures leads so these contacts ultimately select to change into loyal clients.
Curiosity: The ace up electronic mail advertising’s sleeve
To get the clicking, there’s one factor you will need to do as an electronic mail marketer – generate curiosity. That’s how the magic occurs. You need your subscribers to surprise what’s on the opposite aspect of your electronic mail’s call-to-action (CTA).
This psychological phenomenon is usually 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 electronic mail subscribers to click on by way of and go to a touchdown web page, it’s essential to 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 electronic mail copy ought to make individuals curious sufficient to maintain studying. (What’s this all about?)
- The pictures you utilize within the electronic mail can generate curiosity too. (This seems fascinating.)
- Then, your CTA button must generate sufficient curiosity to earn the clicking. (I’ve obtained to see this for myself.)
Lastly, the touchdown web page the place subscribers find yourself must ship on the guarantees you made in your electronic 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 way of from an electronic mail to a touchdown web page is perhaps your big-picture aim, nevertheless it’s not an outlined technique. If doable, attempt to get everybody concerned with the marketing campaign on the identical web page from the very starting.
Listed below 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 after they get there?
- What ache factors shall 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 obtained clear solutions to questions like these, your workforce can start crafting the copy and design of the touchdown web page, emails, and paid adverts within the advertising marketing campaign. Simply make certain this isn’t achieved in silos. That would trigger inconsistencies and confusion that negatively impression the outcomes.
As an alternative, begin with the top in thoughts. If the touchdown web page is already created, use that to tell and encourage persuasive electronic mail copywriting, constant visuals, and inventive electronic mail CTAs.
Design and duplicate for emails and touchdown pages
When writing and designing emails and touchdown pages, consistency is vital. For those who’ve ever clicked a hyperlink in an electronic 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 electronic mail to a touchdown web page that appears utterly completely different or appears to be about an unrelated subject. Subscribers have sure expectations after they click on. Consistency between the e-mail and touchdown web page helps meet these expectations.
Listed below are three examples of manufacturers doing it the appropriate means:
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 instrument, the model successfully generated curiosity with their electronic 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 listing, and the CTA button encourages contacts to assert their spot in that mysterious and thrilling future.
As soon as they arrive at the touchdown web page, guests from electronic mail are greeted with a powerful headline and two choices: Get the product straight away or watch a video to see what it does. By the best way, a 2019 research discovered that including a video to your touchdown web page can improve 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 intently matches. There’s no denying the truth that you might be in the appropriate place in the event you click on the CTA on this electronic mail.
2. Asana retains it easy
Whereas there’s a time and place for longform copy on emails and touchdown pages, an excellent rule of thumb is to hold issues brief and candy each time doable. You’ve obtained a restricted period of time to seize the eye of subscribers and web site guests – so use it correctly.
When Asana promoted a dwell on-line occasion unveiling main product updates to assist the way forward for work, it despatched out a fairly customary webinar registration electronic 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 dwell digital. keynote, they most likely 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 undertaking 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 workforce 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 change into a “touchdown web page.” The place you resolve to ship clients and subscribers from electronic mail campaigns helps outline their on-line purchasing expertise.
The net vitamin and complement retailer Pure Wholesome Ideas (NHC) despatched an electronic mail that hit on a giant ache level for many individuals – seasonal allergic reactions. Whereas the copy within the electronic mail is sparse, the imagery does the promoting.
NHC might have illustrated the ache level by displaying somebody with a runny nostril and itchy eyes. As an alternative, the e-mail options imagery of a lady having fun with the outside and not using a care on the earth about her seasonal allergic reactions and all that pollen.
The e-mail
The touchdown web page
On this case, electronic mail subscribers might 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 widespread merchandise featured within the electronic mail.
Discover how the identical benefit-driven headline, “Breathe Straightforward: With Pure Allergy Reduction”, seems in each the e-mail and on the high 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 below are just a few different concerns to use to your technique:
- Responsive design: For those who take a mobile-first method to electronic mail coding, however your touchdown pages aren’t cell pleasant, that’s an enormous disconnect. Make sure that to think about the complete expertise for all display sizes.
- Accessibility: Likewise, make certain each your emails and net pages are accessible. If a person with low imaginative and prescient can have interaction along with your electronic mail however lands on an inaccessible web page, your efforts will fall flat. The requirements you comply with for electronic mail accessibility needs to be mirrored in your web site too.
- Font assist: In case your model makes use of customized fonts, they will not be supported in all electronic mail purchasers. Make sure that your font stack consists of fallback choices which might be according to what guests will see on the touchdown web page.
- Darkish mode: E mail purchasers and net browsers could show content material in darkish mode otherwise. How do your darkish mode emails evaluate to the touchdown web page?
Segmentation and personalization of touchdown pages
Segmentation and electronic mail personalization symbolize yet one more solution to create a constant expertise from electronic mail to touchdown web page.
If you’re taking the time to put in writing and design emails for various segments, then why would you need to ship these distinctive audiences to a generic touchdown web page? Likelihood is – your marketing campaign shall be more practical in the event you ship subscribers from completely different electronic mail segments to touchdown pages which might be additionally tailor-made to their wants, pursuits, and preferences.
E mail segmentation makes content material extra related to people and that ought to proceed with the web site expertise. Sure, this will take somewhat further effort and time from copywriters, designers, and net builders, however for large campaigns it could definitely be price it. In truth, there’s an excellent probability your electronic mail segments mirror the audiences you’re concentrating on with paid adverts and social promotions. So, you may drive that visitors to customized touchdown pages too.
The following degree is personalization. Analysis from Salesforce discovered that 99% of entrepreneurs deliberate to take care of or improve their personalization finances. However whereas 95% of these surveyed are personalizing emails, solely 50% are personalizing the web site.
Similar to emails, touchdown pages can be customized. Relying on the instruments in your martech stack, you could possibly add a buyer or subscriber’s identify to the touchdown web page copy. Higher but, you might ship them to a touchdown web page with customized product suggestions or content material.
Measuring electronic mail and touchdown web page efficiency
Maintaining monitor of opens and clicks would possibly inform you how nicely the e-mail carried out, however they aren’t an excellent 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 fee, 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 high the listing of electronic mail metrics thought-about most essential for measuring success. Conversion fee got here in third place with 26% of respondents saying it was a high three electronic 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 electronic mail:
- A conversion for Clay’s product launch electronic mail could be new signups.
- A conversion for Asana’s electronic 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 could be including any of these merchandise to the cart and buying.
To precisely monitor electronic mail advertising conversions, you’ll want to make use of UTM parameters on hyperlinks to touchdown pages. This can assist attribute web site visitors to a particular electronic mail marketing campaign. If it’s essential to manually calculate the e-mail conversion fee, right here’s the essential components:
(# of subscribers who took desired motion ÷ # of emails clicked) x 100 = E mail conversion fee
So, if 500 subscribers opened the e-mail and clicked by way of to the touchdown web page. Then 100 of these individuals transformed on the touchdown web page. Your electronic mail conversion fee could be 20%.
Testing and optimizing emails and touchdown pages
In electronic mail advertising there are two varieties of testing that may optimize efficiency:
- A/B testing, which helps you enhance future efficiency.
- Pre-send or predeployment testing, which supplies electronic mail high quality assurance.
A/B testing occurs after you hit ship and after individuals go to your web site. You possibly can take a look at headlines, imagery, calls-to-action, and extra on each touchdown pages and in electronic mail campaigns.
The electronic mail testing that occurs earlier than you hit ship enables you to preview campaigns in numerous mailboxes and on widespread gadgets. E mail on Acid by Sinch supplies dependable screenshots from the highest electronic mail purchasers and dwell gadgets. It’s one other means to make sure you’re delivering a constant expertise each time.
However that’s not all E mail on Acid does to ease the concerns of entrepreneurs. It’s also possible to use it to catch unintended profanities, run accessibility checks, and ensure you’re not on a blocklist earlier than you launch a vital marketing campaign.
And E 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 could be an enormous bummer.
Simplify the E mail QA Course of and Ship Perfection
What’s the easiest way to run by way of your pre-send guidelines? With E 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 preferred 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 E mail, which incorporates the manufacturers E mail on Acid, InboxReady, Mailgun, and Mailjet. He understands how electronic mail and content material work hand-in-hand to create a powerful technique. Kasey has additionally hung out 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 E mail, which incorporates the manufacturers E mail on Acid, InboxReady, Mailgun, and Mailjet. He understands how electronic mail and content material work hand-in-hand to create a powerful technique. Kasey has additionally hung out working in conventional media, e-commerce advertising, and for a digital company.
