Before starting ask yourself, “What am I trying to accomplish with this email campaign?” Some businesses launch a campaign to build their brand or announce their presence (Traffic Building); others aim to generate leads (Lead Generation) and orders (Sales Generation). This is the first and most important step in a Direct Marketing campaign as all the subsequent steps are built around achieving this objective. Without a clear objective it is impossible to determine success.
With acquisition campaigns, as with most email marketing, it’s best to be clear and concise. Do not overload the reader with too much information. Most email subscribers utilize this medium as a quick way to send and receive information.
Therefore, think of your message as analogous to the outer envelope of a direct mail piece, with your landing page being what’s inside. The message’s purpose should be stated up front and never keep the subscriber in suspense. It’s important to understand your audience’s “language” and communicate with them in terms they are familiar with.
Contrary to popular belief, it is not a good idea to personalize in an acquisition effort as it is the first communication between you and the prospect and is considered presumptuous.
Every message should include:
• Key benefits
• Call to action – What is it you would like them to do?
• Something to click on – Place two links within the body (text versions). One high (about a third of the way down) for those who glance over the email and one low (at the bottom) for those who finish reading the entire creative.
• Expiration date to add sense of urgency
A permission-based email marketing program drives traffic to the website or store, increases sales, reinforces brand position, and (ultimately) is a stepping stone toward long-term customer loyalty.
Onsite registration-the steps taken to opt-in to an email list, and the messages received during the process-is arguably the most important aspect of any successful email program. It’s during this process that companies have a chance to stand out from their competitors by communicating value proposition, establishing sincere concern for subscriber privacy, and showing respect for users by providing control over the type and frequency of the emails received.
If you’re ready to turn your website into an email opt-in machine, consider implementing some of the following enhancements.
Landing page optimization can have a tremendous impact on your success rate. But it takes attention to detail and commitment. The time and effort taken to optimize landing pages will be returned many times in customer loyalty, improved conversion rates and higher return-on-investment. By developing the right look and feel of your landing pages, you can dramatically impact conversion results. Begin by looking at landing pages from your recipients’ perspectives.
These are 9 tips to help you building the perfect landing page