Landing page linked to email marketing automation for more conversions
What do newsletters have in common with landing pages that collect customer data? Answer: more conversions. Did you know that businesses that use marketing automation have 451% more qualified leads and that 47% of them buy more than unqualified ones? (Business2community, 2022)
Automation and integration of different elements of the promotion mix, such as email marketing campaigns and landing pages, help you deliver the right message at the right time to close a sale.
In this article, we explain what an effective landing page is, how it can be integrated with your email marketing platform and what the benefits of this strategy are.
What is a landing page?
A landing page is a page on your website that aims to persuade visitors to take an action: subscribe to your newsletter, download an ebook, register for a webinar, etc. Landing pages have an average conversion rate of 26% across all industries (Databox, 2019) and are the most effective way to collect visitor data for subsequent communications (Hubspot, 2021).
Although 77% of homepages are still considered landing pages by their creators (Klientboost, 2022), it’s not good practice for them to be confused.
A homepage is the first page of the website and has a generic character: it contains information about the business, links to other pages (like blog or team), presents various products, etc. A landing page should not be generic. On the contrary, it is created for a specific campaign and all the elements included have a single purpose: to convince the visitor to take a well-defined action.
Common mistakes in creating a landing page
- Including more than one message. Landing pages with more offers have 266% fewer conversions (Wishpond).
- Including several call to action buttons with different purposes.
- o Referring to other pages on the website that are not directly related to the visitor’s ‘journey’ to the desired action.
- A cluttered design that distracts from the main purpose.
- Including the main menu and footer of the website in the design.
Best practices in creating a landing page
- Establish a single purpose for the landing page. For example: ‘showcase product X’ or ‘convert visitors into newsletter subscribers’.
- Include clear benefits for those who take the required action.
- Resolving objections that may arise in the sales process, an action that can increase conversions by 80% (Hubspot).
- Inclusion of concrete data and other evidence to support the benefits mentioned.
- Include positive testimonials or reviews.
- Removing all links and buttons that are not directly related to the purpose of the page.
- Optimisation for all devices.
- Include a compelling and, when possible, personalized call to action. Custom CTAs can increase conversions by 202% (Hubspot).
- Integrate the landing page with your email marketing platform, data analytics and other services you use, so you have a clear picture of the person’s journey from first visit to conversion.
Here is an example of a landing page that aims to collect leads interested in trying the Shopify platform. The page has a simple design with a focus on benefits and call to action.
The benefits of the integration between landing page and email marketing
Email marketing campaigns help prepare leads for conversion by increasing brand affinity. When leads arrive on the landing page of an email campaign, they are already prepared and interested in the offer.
Use the newsletter to spark curiosity for landing page content. For example, if you want to get people to register for a webinar, talk in the email about who the invitees are and what the attendees will learn from them. Send subscribers to the landing page, where you reiterate the benefits and convince them to sign up. For the strategy to work, keep the following in mind:
- The newsletter and landing page should have similar design elements.
- The messages must be complementary.
- Both must contain a compelling call to action.
Here is an example of a newsletter that links to a landing page for webinar registration.
But the integration between landing page and email marketing platform goes further. When the two are connected, you get relevant data about subscriber activity and can set up advanced automated email flows, as explained in the next section.
How to connect the landing page to the email marketing platform
It may seem technically complicated to integrate your website with email marketing services, but it’s not. NewsMAN connects easily, via a plugin, with all popular website platforms: WordPress, WooCommerce, Magento, PrestaShop, OpenCart, Cs-Cart, MerchantPro, Gomag, ContentSpeed, Extended, Blugento, TeamShare, Shopify, Zapier, Microsoft Dynamics 365 etc.
After installing the plugin, you can proceed to the next step: creating an email marketing automation, such as a welcome email. Once you’ve collected the data, don’t just thank your subscribers for their interest, but personalize the message using the information you have available. Show them why the brand is special and, why not, offer them a voucher or discount code that will convince them to buy immediately.
Here’s what a welcome email sequence might look like:
NewsMAN also helps you with hundreds of newsletter templates so you can quickly create professionally designed emails. Discover other email marketing features that streamline your promotion and sales efforts by trying our platform for free.