Landing pages matter

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Marketers spend so much time crafting the right subject lines and email copy that they may neglect something that's equally important: the landing page. "Marketers really need to start focusing more on developing unique landing pages," said Christina Galbornetti, director-creative services at V12 Group, a marketing technologies and services company. "So many are stumbling and putting too little effort into what is a big part of the acquisition cycle." Galbornetti provides these best practices that she said many marketers are overlooking:
  • Set your priorities. One of the biggest mistakes people make is creating a landing page separate from other branding and marketing planning. For them, the landing page is a second thought. "What are you looking to do with that page? Branding? Is it the landing page of your newsletter? Are you looking to establish credibility," Galbornetti said. "Figure out what you're trying to do and build the page around those goals."
  • Let prospects set priorities. Somewhere—ideally somewhere visible—there should be links to a one-click opt-out as well as to your preference center, so that people can make changes if they get to your site and decide your products and services aren't the perfect fit.
  • Integrate the source with the page. If your landing page is for a social link you've got to make sure you have a lot more information built in, since a tweet or Facebook link isn't going to give prospects as much information as an e-newsletter might. In addition, you want to give visitors a feeling of cohesiveness. They should feel the brand extending from your email to the landing page in terms of design [fonts, colors, images], copy and offers. "We always say that the email gets the clicks but the landing page is the true workhorse that's going to give you leads to develop," Galbornetti said.
  • Be mindful of social. The old thinking was to create specific landing pages for mobile email users. While some companies may choose to do this, at the very least marketers need to consider streamlining all landing pages to accommodate those visitors who may be coming in from a friend's "forward," a mobile search or a social media link. For instance, don't overwhelm readers with too many form fields. "A good average is three to six [fields] so the visitor can fill them out quickly," said Galbornetti. She suggested including three form fields and three checkboxes so your landing page is digestible for both desktop and mobile users.
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