Email lead generation is powerful, but it doesn’t boil down to just the content in your email itself.
You also need to have an awesome landing page for the recipient to convert on. It’s a key part of lead generation.
This post will help you create rock-star landing pages for your lead generation campaigns.
Email Lead Generation Landing Page Best Practices
Use Landing Pages
First of all, make sure you’re actually using a landing page. Sometimes, people think it’s good enough to link back to their website’s home page or a product page – this mistake happens more often than you might think.
You should create a specific, unique landing page for every campaign. That way, you can maximize your chances of converting your contacts into leads.
Optimize Your Forms
In order to collect leads, you need to provide them with some way to give you their information. Generally, that’s a form on your landing page.
Creating a form is a bit of a balancing act. The more information you have about a contact, the more effective your marketing will be. At the same time, the more data you’re asking for, the less likely people will want to give it to you.
In a nutshell, longer forms scare people off. Every field you add will potentially lower your conversion rate.
You need their email – that’s a given. But what else should you ask for?
Consider what’s critical for your marketing funnel, and what you’ve already got. If your purchased list includes a name and email address for your contacts, you might not need to have anything other than “email” on your form to get their opt-in.
If you’re missing first names, it’s worth having that on your form for future use in personalization tokens. As far as personal information requests go, asking for a first name is less likely to cause friction than, say, a phone number.
Then again, if a phone number is key to your sales process, there’s no reason that you can’t ask for that after you’ve warmed your contact up a bit. You don’t need to get all their information in one fell swoop at the outset.
Once you’ve determined what you need to ask for in your form, you need to decide where to place it. It needs to be prominent, obvious, and accessible. Right at the top of your landing page, just below or beside a headline, is a popular choice.
This one can fly under the radar sometimes, particularly with landing pages, but it’s important. Many people check their email on their phone these days.
And if they click your lead generation campaign on their phone, then they’ll see the mobile version of your landing page. Which means you’ll want to have a mobile-optimized page.
Mobile optimization is a major topic in and of itself, but in a nutshell, you want to make sure it loads as rapidly as possible, and is formatted well when displayed on mobile devices.
One major aspect of this is making sure your form is easily usable on mobile. In practice, that means that someone holding a phone one-handed can easily reach any of the fields and the submission button.
Of course, this will change somewhat by device, but as long as everything is clear, readable, and accessible, you’re in the right direction.
Your lead gen emails should tell the recipient enough to convince them to click through to your landing page, and your landing page should expand on it enough to make them want to convert.
This means your landing page’s content should directly reflect the email they clicked to reach it. The language and topic should be the same, and it should feel like a single, smooth process.
This is called message-matching, and it’s critical to your campaigns’ success.
Let me give you an example: imagine you receive an email that talks about a fantastic deal on the latest smartphone. You were just thinking how you could do with an upgrade, so you click on it.
The landing page loads, and it’s showing you all kinds of phones, tablets, laptops and TVs. You need to scroll a bunch and dig into the page to find the deal you were interested in.
After a few seconds, it’s not immediately apparent, and the deal wasn’t that great anyway, plus you were actually in the middle of something, so you close the page and move on with your day.
That’s exactly what you don’t want your contacts to do.
If, instead, the page talked only about that exact deal for that phone, and explained it in a bit more detail, they’d still have your attention, and might end up making the sale.
Your email content and landing page should all be one experience for your recipients. If you’re talking about a specific product or service, your landing page should only cover that exact product or service.
One call to action is all you need. Your goal is to convince your recipients to do one specific thing – don’t distract them from it.
There’s nothing wrong with having the same call to action repeated on your page. For example, adding a button at the bottom that scrolls them back up to your form is a good idea.
Having a section that talks about and links to your other products isn’t such a good idea. You’ve got their attention for a brief moment, and you want it focused on the conversion you’re looking for.
Create Content Strategically
As I mentioned above, your landing page content should reflect the email campaign that brought them there.
Try something like this: take a powerful phrase from your email campaign and use it as the headline on your landing page. If your email says “Example Product can do this awesome thing!”, make your headline “Do this awesome thing!”
Take whatever value propositions you talked about in your email and repeat them on your landing page. Expand on them a little – maybe add a couple that you didn’t include in your email but are still compelling.
Make sure your headline, value propositions, and form are above the fold. That means they’re all on-screen when the page loads, without the user having to scroll.
When deciding what should be above the fold, imagine you only have that space. Everything in it should be concise and aimed at convincing people to convert.
Use Social Proof
If you’ve got testimonials for the product or service you’re promoting, include them on your landing page. These can be below the fold; they’re there to support your main value props, so they don’t need prime real estate.
If you don’t have testimonials, reach out to some of your customers and ask. A little social proof goes a long way towards helping people trust you, particularly with email lead gen campaigns.
Since the readers are colder than inbound leads, having great testimonials helps them believe your brand is worth trusting.
If you’ve got certifications, awards, or compelling statistics, having those sitting somewhere on your landing page helps too.
Test and Improve
Once you have a solid landing page built, don’t just forget about it. The best way to find out exactly what gets top-notch results is to use real data.
That means performing A/B tests. You can do this with your email content, landing pages, or any other form of marketing. Again, this is a topic you can dive deeply into.
In brief, A/B testing a landing page is when you set up two versions (A and B, hence the name). They should be identical except for one variable. This might be a different headline, a different image, changing the position of your form – anything goes.
Half the time, your recipients will end up on version A, and the other half will see version B. Then you can compare their performance, and see which version did better. Then you keep that one, discard the other one, and change something else and test again.
This let you steadily improve your landing pages (or emails or whatever else you’re testing).
Feeding Your Leads Back Into MAIL
If you want to take the data you’ve collected from your landing page and put it back into Clickback MAIL, you’ll need to export them to a spreadsheet, with a certain format.
It’s pretty easy, though. You just need to make sure the first row in your spreadsheet is a header row, containing the fields First Name, Last Name, Company Name, and Email.
The only required data is email. The other columns can be empty (other than the header) if you don’t have that information, but the header has to be there.
Analyzing Your Results
Clickback MAIL provides powerful reporting for your campaigns. When comparing campaign results to third party tools such as Google Analytics, it’s important to remember that every tool works differently, so reports and results may be different.
This is normal – you just need to be careful not to compare apples to oranges, so to speak. Clickback MAIL’s reporting and analytics are designed specifically for your email lead generation campaigns.
Email lead generation is an incredibly powerful tool, but you need great landing pages to get the most out of it.
A seamless transition from email to landing page will make it more likely that your contacts will convert, and you can achieve that by following these best practices.
If you’re having trouble writing effective emails in the first place, check out our guide to cold email copywriting. It’s packed with tips to help you get your contacts opening and clicking on your campaigns!