How to Drive Traffic to a Landing Page from an Email Marketing Campaign
Landing pages are one of the highly profitable tools in email marketing campaigns with quality data. Whether you’re trying to navigate prospective buyers to a new product page, entice nurtured prospects to sign up for a webinar, or drive traffic to a content offered on your website, landing pages are extremely useful for getting people to click and convert them.
Hoping users land on your homepage and figure out what to do next is not enough. However, a well-designed landing page clarifies how they can sign up for an event, redeem an offer, or engage in whatever other activity they want to do.
However, this raises the question of how to get people to visit your landing page in the first place. After all, it doesn’t matter how unique your landing page is — if users aren’t landing on it, it’s not beneficial to your marketing campaign.
If you have a reasonable budget, you can spend it on ads to increase your reach. However, there’s a better option: email marketing.
Email Marketing and Landing Pages
Utilizing email marketing campaigns to drive traffic to your landing page makes sense for several reasons.
First, your email list represents your targeted audience. The individuals on your mailing list have actively signed up, meaning, at the very least, they’re somewhat interested in what you’re offering. This increases the chances that they’ll click through to your landing page and convert.
You also own your email list. Email is an open protocol where you can expect it to be delivered to your subscribers’ inbox when you send an email. There are no algorithms to follow when trying to reach your audience.
Email marketing is also cost-effective. It’s one of the most beneficial digital marketing channels, which returns an average of $38 for every $1 spent. Prices further scale based on the size of your email list, making it a more affordable option, especially if you’re just starting.
5 Ways to Drive Traffic to Landing Page from Email Marketing Campaign
Here are some of the best ways you can opt to drive traffic to your well-designed and curated landing page from an email campaign:
Align Your Email Design with Your Landing Page Design
When you want users to engage in a particular series of actions, like clicking through your landing page from an email and filling a form, you’ll have to make the transitions between numerous steps as seamless as possible. The more complicated the experience, the greater the risk of disrupting the user’s journey and losing leads.
By incorporating the same design in both places, you can make the transition as easy as possible for the user.
Use a Captivating Subject Line
Just as it doesn’t matter how unique your landing page is if nobody is visiting it, it doesn’t matter how fascinating your email is if people aren’t opening it.
So, how can you improve your email open rate? The fastest and easiest way is to write impactful subject lines.
On average, 33% of your subscribers establish their decision on whether to open your email entirely on your subject line. They may also report your emails as spam based solely on the subject lines.
So how do you write catchy and impactful subject lines that can’t resist your subscriber from clicking? Here are a couple of general strategies to keep in mind:
- Personalize your email subject lines whenever possible, such as including the receiver’s name
- Be descriptive and precisely reflect what the contents of the email are — never utilize deceptive subject lines
- Keep it short — long subject lines probably are cut off when people open their inboxes on their phones. Six to 10 words are optimal.
Beyond that, try to increase your subscriber’s interest so they’ll want to see what’s in your email.
Send Emails with a Single Focus
This strategy is not just for promoting a landing page. Every email you send needs to be sent with a single purpose in mind.
If you overwhelm your subscribers with multiple many choices or messages, you increase the risk of losing them instead of inspiring them to click through to your landing page. Therefore, when it comes to your email campaigns promoting your landing page, don’t forget to include a single, clear CTA (Call-to-action) funneling people through to the page.
Send Personalized Emails
Sending a well-tailored email to people will impact them more than a mass, non-targeted broadcast.
You’ll have to target your emails to a couple of selected segments. You can segment by demographic factors like gender, age, location, and behavioral factors, like where a user is in the customer lifecycle journey.
But what exactly includes in a relevant segment will depend entirely on your business.
For example, suppose you’ve built an eCommerce landing page for your latest summer dress collection. In that case, you can consider targeting female consumers in warm climates who have clicked on similar links in the past campaign.
This email campaign from OpenTable is an outstanding example of the power of personalized email marketing. It is attention-grabbing since it addresses the recipient by their name along with the name of the restaurant they just visited in the subject line. The clear CTA further increases the likelihood of engaging with the email.
Segment the List
Having a striking landing page for a particular email campaign is fantastic. The other way to get the maximum out of your email marketing effort is to segment the list.
According to a study, 39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates, and 24% greater revenue.
LeadsProspex is a leading B2B data solution provider that can help you with market research to help you identify your ideal customer profiles, mine critical market data as per your requirement, and deliver daily/weekly/monthly basis to keep you at the top.
You can build separate landing pages for different segments with top-quality B2B lead generation and a segmented email list. For instance, the landing pages created for CEOs vary from those designed for the other employees.
Bonus Tip: Don’t try to build a ‘one size fits all kind of landing page.
Meet Customers On Their Preferred Device
Opt for the ways customers quickly read your emails. Almost 96% of people now check their emails on their phones, so ensure that any videos, text, or images included in your email are all accessible on smartphones and tablets. Don’t ignore that.
While many consumers read the email on their smartphones, they might purchase directly from your desktop app. Marketing automation tools that track customers across different platforms and devices can help you better understand where your customers find you and buy from you.
People don’t like missing out on an amazing deal. If that good deal is around forever, they’ll take their time to grab it. Applying FOMO techniques on your landing page is an excellent idea if you want to boost conversions.
You can easily create limited-time (or stock/slots) offers. You can further run time-sensitive discount offers. Let your prospects know that they’re missing out.
A/B Test your Landing page
Not just the email campaign; test your landing pages for maximum conversion. Show creativity! Test different text, images, CTAs, and buttons color. You never know which component encourages customers to reach good conversion rates.
Driving traffic to landing pages with email campaigns seems more complex than it actually is. You need to define the campaign’s purpose, construct the landing page to match those goals and create a consistent strategy the customer will appreciate.
By implementing the above-listed tips, you’ll drive more traffic than ever before to your landing pages. Be sure to create a thought-out email campaign that encourages your subscribers to stop by your site, click on the offerings, and convince their subscribers to make a purchase.
Learn more about how www.leadsProspex.com can help you with high-quality data solutions to make your email marketing and lead generation campaigns successful.