Showing posts with label Successful Email Campaign. Show all posts

How to optimize your landing page

The last step in an email marketing campaign is to optimize your landing page. You have come a long journey to improve your delivery rate, open rate and click-through rate. At this stage, the user has landed on your website and is engaged with your offer. Here are a few tips on how you can take advantage of this by optimizing your landing page:

Landing Page Content:

Have a clear headline that relates to the email campaign. Don’t confuse the user with a landing page which is not relevant to the email.
Provide something valuable that the email didn’t provide. Do not repeat what was already mentioned in the email.
Provide incentives and reasons why they should follow your call to action.
Personalize content to suit different interests. Don’t use the same landing page for all customers.
Add social sharing buttons for users to share, like and forward your page to their network.

Landing Page Call-to-Action

Your call-to-action should be very simple, clear and visible in the first scroll of the page.
Only offer one action. Don’t distract the user with multiple options.
Make it easy for users to action e.g. by making your registration process short and simple.

Look and Feel of the Landing Page

The users prefer to see a familiar look. So use your corporate colors and logo. Don’t create a landing page which is completely different to the rest of your website.
Avoid using your standard navigation bars as it can distract the user from your main call to action.
Make your page simple and easy to read. Avoid having too much text or too many images. The users should be able to decide whether they are interested in what you offer in a few seconds.
Make sure your page loads fast. Users get bored and lose interest if they have to wait more than 5 seconds for the page to load.
Impress the user with the design of your page.

Testing Your Landing Page

As always test different versions of your landing page with small portions of your mailing list before sending to everyone.
If users landed on your website but didn’t convert, try calling a few recipients and ask them what they thought about the offer. Try to understand what went wrong and learn from it.

Here’s a few interesting articles about how to increase your conversion rate:

Improving Click-Through Rate in Email Campaigns

Earlier we discussed how to increase your delivery rate and open rate for your email marketing campaign. The next question is how to get your users to click on the links in the email to land on your website.

Here are a few tips to increase your click-through rate:

Email Content

Keep your text short and to-the-point
Provide extra credibility for what you offer e.g. by explaining how many other clients are using the same service and perhaps including some well known brands.
Personalize your emails by using the recipient’s name and personal interests
Make your emails as targeted as possible. Only offer your user what you think they are interested in. Do not send the same offer to your entire database.
Give your user a reason to act on your email urgently (e.g. with an offer expiry date, or limited availability).
Don’t give out everything in the email. Provide a catchy summary and leave the rest for the user to read on your website.
Ask your users to forward the email to their relevant colleagues for a B2B campaign, or to their friends and family for a B2C campaign. You can also use a social sharing tool for B2C campaigns.

Call-to-Action

Have prominent and clear call-to-actions. Make sure your links are visible without scrolling, they are bold and catchy, and it is obvious that they are clickable.
Don’t put your call-to-action inside an image. Images usually don’t load unless the user requests.
Tell people to where to click.
Have more than one link with different call-to-actions. Each user might relate to a different text more than others.
Have some links at the bottom of the email

Email Look and Feel

Keep your emails simple. Remove unnecessary images, navigation bar and logos.
If you have to have an image, keep in mind that most email clients don’t load them unless the user requests. So make sure the images have an alternate text to appear when the image hasn't loaded.
Test your email in all major email clients including all versions of Desktop Email Clients (MS Outlook, Apple Mail and Lotus Notes), Web-based Email Clients (Yahoo, Hotmail, and Gmail) as well as Mobile Email Clients (iPhone, iPad, Android, and Blackberry). You should make sure your email is rendered the way you want it and all the links are working.
For testing web-based email clients, use all popular versions of major browsers (Chrome, Internet Explorer, FireFox). Most browsers get updated regularly. You should keep up-to-date on which versions are more commonly used. One easy way of doing so is to check your Google Analytics reports.

Testing and User Feedback

As always test different versions of your email with small portions of your list before sending to everyone.
If your email was opened but no one clicked on the links, try calling a few recipients and ask them what they thought about the offer. Try to understand what went wrong and learn from it.

Here’s a few interesting articles about how to increase your click-through-rate:

Creating a Successful Email Marketing Campaign

To make sure your campaign is a great success, you need to think about the entire conversion funnel of an email marketing campaign.

Email Marketing Conversion Funnel

There are four parameters which impact the success of an email marketing campaign:

1. Delivery Rate
2. Open Rate
3. Click-Through Rate
4. Conversion Rate

Here is how you can improve each of these parameters:

Increasing Email Delivery Rate

If your mailing list contains correct email addresses, the only thing that could impact delivery is if your email is marked as spam. Read our article on how to avoid being marked as spam by email clients and spam filters.

Increasing Email Open Rate

Even when your email is not marked as spammed and is delivered to the recipient’s inbox, only a portion of your recipients, will actually open it.

The following articles explain, how you can increase the chances of your email getting opened:

Increasing Email Click-Through Rate

Once the users open your email, there are many factors that could impact their decision as to whether or not they should click on the links.

Here are a few tips on how to increase click-through rate for a successful email marketing campaign.

Increasing Email Campaign Conversion Rate

You have come a long way to get the user to open the email and click on the links. To complete this journey, you should have a great landing page on your website which converts traffic to clients or leads. You can read more about this topic on the links below:

Email Marketing Insider

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