The Landing Page: An Email’s Best Friend

Landing pages are the first thing people see when arriving on your website. If you can create a special page that matches your email offer, conversion rates will improve dramatically. This is because these pages can focus on the offer received by the email subscriber, so that when they come to your website, they are more inclined to act on that offer. They won’t get distracted by everything else you have on your site.

Images and headlines should match the email creative. Aim for a seamless experience for the recipient.

Design the page layout to focus the visitor’s attention. You may try:

• Increasing the font size
• Eliminate multiple columns and navigation
• Include a very clear next step

If you want to get really fancy, do a two-step landing page sequence to segment your audience and offer – like Howard Johnson did here:

But don’t let complexity scare you into inaction. If you’re currently sending email traffic to a generic page, experiment with a basic web page that mirrors the offer.

Email works best when it is part of an integrated campaign. And building email campaign-specific website landing pages is the first thing you should do to integrate.

For more on this topic, read 10 Ways to Improve Your Landing Pages

Learn more ways to improve email conversion rates in the Savvy Hotelier’s Guide to Email Marketing