Over the past few months, we’ve shown you a wide range of different types of landing pages.
From lead pages to squeeze pages, there’s a perfect landing page for your website, no matter your goals and aims!
Today, we’d like to introduce you to another type of landing page – email landing pages.
Used alongside your email marketing campaigns, these landing pages are a fantastic way to generate sales, encourage sign-ups, and foster customer loyalty.
But what are they, how do they work, and how can you build them? Keep reading, and you’ll be an email sign-up landing page guru in no time at all!
Let’s dive in.
What is an email landing page?
An email landing page is a standalone web page that your customers visit after clicking a link or call-to-action button in an email. The aim of this landing page is to encourage people to convert – whether that’s by buying a product, requesting a demo, or downloading an eBook or white paper.
You can use these landing pages for specific, time-sensitive campaigns and promotions. This means it’s especially important that they’re focused and engaging.
Ecommerce email landing pages are especially beneficial to your business as you can use them to promote your latest sales and discounted products. It’s no surprise that a staggering 116 million emails are sent on Black Friday alone!
For example…
Let’s say you want to encourage your email subscribers to sign up for a webinar you’re presenting. You can send the relevant segment of your email mailing list an email explaining when the webinar is, what it’s about, and what they can expect from signing up – all with a nice big bright button encouraging them to participate.
When customers click the button, they’re taken to the landing page with more information about the webinar and a form where they can enter their details in exchange for access.
Want another example of a landing page? Here’s an email landing page example from Shopify. The email encourages prospective customers to find out more about the Shopify platform.
When they click the ‘see for yourself’ button, they are taken to a landing page where they can sign up for a free three-day trial and a heavily discounted pricing plan afterwards.
The benefits of an email landing page
You might think an email sign-up landing page is harder to get conversions from, as it’s a two-step process. You have to convince customers to visit your page through the email, and then convince them to convert on your landing page.
However, email landing pages are fantastic for conversions. This is because the people on your mailing list have actively signed up for your mailing list. This means you’re pitching to ‘warm’ customers that will be more receptive to your offers. All you need to do is provide a gentle nudge in the right direction, and they’re ready to convert.
Plus, emails have one of the best return on investments around. For every £1 you spend on your email marketing, you can get £36 back!
How to build email landing pages that get results
There are a lot of email landing pages out there, and some are better at driving conversions than others.
We’re landing page specialists at Bubblegum Search, so we know a thing or two about creating high-quality email marketing landing pages!
Here are our top tips for creating email landing pages that drive clicks and bring in the revenue.
1. Use segmentation
If you have a large email mailing list, it may be likely that not all your customers will be interested in your campaign. Of course, while you can send your email campaign to everyone, there is the risk that some prospective customers might unsubscribe from your mailing list.
In this scenario, segmentation is your best friend. This is when you divide your email subscribers into smaller groups and market to them accordingly. This can be based on a range of factors, including which country they’re in, whether they’ve bought from you before, and how frequently they engage with your emails.
You can also ask your customers for information when they sign up for your emails and segment them that way.
Let’s go back to the webinar we mentioned earlier. If your webinar targets salespeople, you can segment your mailing list based on how many people advised that they worked in sales when they signed up for your mailing list.
You can tailor your email and landing page to address these subscribers’ pain points, meaning your campaign resonates with them more, and they’re more likely to sign up.
2. Consider the mobile experience
Nearly seven out of ten emails are opened on mobile. This means your landing pages, as well as your emails, need to be mobile-responsive.
Here are some ways you can make your email landing page campaigns accessible to everyone:
- Keep your email subject line short and sweet
- Make sure your landing page loads quickly
- Ensure the call-to-actions you use are clear and clickable
- Test your campaign on multiple devices before you go live
3. Remove any roadblocks
Your customers will be looking for the path of least resistance. If your emails are hard to read or your landing page has a fiddly checkout process, they’ll quickly bounce.
You need to make it as easy as possible for them to convert.
For example, if someone has signed up for your mailing list, it’s very likely that they’ve provided you with information like their name, email address, and other contact details.
You can set it so the form on your email landing page is pre-filled with this data, meaning they don’t have to enter their details twice. This saves time (especially on mobile) and increases the odds of a successful conversion.
4. Take time creating the right landing page
Email landing pages are like all landing pages – you need to make sure they’re engaging, compelling, and specifically tailored towards your target audience.
We talk about the critical components of a winning landing page in our anatomy of an effective landing page article, including minimal navigation, high-quality copy, and an optimised form.
Another thing to consider with these landing pages is to ensure that your branding is consistent. Consider the Shopify email and landing page combo we showed you earlier. Both use the same green and blue colour scheme to provide a seamless transition and encourage trust.
Psst – looking for free email landing page templates?
Many email marketing platforms have landing page builders you can use to complement your email marketing campaigns. Here are some of our favourites:
- Get Response has a great builder which uses AI and is available in the free plan
- MailerLite offers a free plan with up to ten landing pages, and an extensive template library
- Convertikit‘s free plan gives you unlimited landing pages for up to 1,000 subscribers
Need an email landing page? Bubblegum Search has got you covered
Our final thought… It’s essential to consider the entire process when building your email landing page.
You could have the best landing page in the world. However, if the email guiding customers towards it is clunky, slow, and looks terrible on mobile, you won’t get a lot of traffic!
Not sure where to begin when it comes to creating the perfect landing page? Our team of digital marketing experts is here to help. We’ll work with you to understand your business and your goals, building stunning landing pages that your prospective customers will love.
Book your free 15-minute call with our specialists today. It’s completely free of charge and no obligation, so you’ve got nothing to lose and everything to gain!