In a society where we are often overrun with information, any email message we get had better be a good one, able to grab our attention from the word go and making us want to read more, or else it is promptly closed out, trashed, and we are on to better things. The concept of only having one chance to make a good first impression has never rung more true, and you have to engage your clients from the word go if you hope to see any demonstrative result from your email efforts.
So what does the trick? You want people to click through the email and get clients to your landing page where you can provide more detailed, graphically enhanced information, and thus be able to make your best sales pitch. So what compels someone to read the email and take the necessary next step?
For starters, let’s look at where you want them to go…your landing page. What is a landing page, exactly? It is a page that readers “land” on when they click the appropriate link in the email, and usually offers promotions linking to product pages on your website, or provide a registration form, or newsletter based emails may link to longer versions of the articles provided in the e-mail message.
You can create landing pages rapidly by creating separate campaigns for each “read more” link you plan to include in your email message. Each campaign will contain information expanding on the information you sent out in the original email. Send the campaigns to yourself, which will allow you to click on the online version, the same one everybody else sees when they click through. Create the email content you plan to send to your subscribers, add teasers in the content, urging folks to click through the links, and then link the teaser text to the online version of the landing page.
For maximum landing page effectiveness, you need to make sure to highlight your brand, maintaining a consistent brand experience across all online avenues and channels. You should also make use of graphic design to punch up the appearance of the landing page (remember, first impression!).
You should also include something the email message didn’t provide, such as a special or discount, as a reward for clicking through and giving you some more of their valuable time. Doing so creates a number of methods from which you can actively engage your clients.
You should also make sure that all landing pages link clearly back to your website. If that sounds obvious, you’d be surprised at just how many landing pages in fact link back to nothing at all, which of course defeats the purpose.
Lastly, pay attention to the results. Look at what your readers are clicking on, and what campaigns are generating the most response. You can use this information to find out what, at least for the moment, works when it comes to engaging your audience.
Making sure your email marketing techniques provide a gateway to quality, engaging content will go a long way towards the growth and success of your business.
