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The Secret Recipe To Create A Perfect Landing Page

a-perfect-landing-page

The title says it all. In today’s post, you will learn some insights on how to craft a perfect and compelling landing page for your website.

Technically, a landing page is any page on your website where visitors can arrive (or land) when they clicked a link. The most concerning point now is to get you to do what this page was created for. You also need to make sure the content is worth the click it took for people to visit and that it’s worth their time to make it to the end where you will put a call to action (CTA).

In this post, we will narrow landing pages down to content marketing or email marketing campaign purposes that are meant to generate conversions. Always bear in mind that those conversions may not necessarily be revenue-generating sales.

Let’s start by identifying the definition of a landing page.

What Is A Landing Page?

In the Internet marketing field, a landing page is a webpage that set is apart from your main site. It is created for a specific purpose. It’s not included in your site’s navigation. It doesn’t offer many click-out options, either.

You can create a landing page to encourage visitors to:

  • Buy your products / services.
  • Sign up for newsletters / mailing list.
  • Visit a physical location.
  • Make a donation.
  • Take some action.

Why Do You Need A Landing Page?

So you have spent countless hours and efforts creating your website and building your social presence. Why do you need another page with specialised content and goals?

The answer is because they serve specific purposes and goals.

Your website, however, remains static. Perhaps the one area of your site that may have regular updates is your blog. However, regular changes is not feasible for a larger site and definitely a big no for an e-commerce site.

Still, you need landing pages to increase conversions. When you consider that increase came from simply changing a single page on your website, you have to admit that it’s quite impressive.

Landing pages can have several purposes, they can be broken down into two broad categories: click-through landing pages and lead generation landing pages.

1. Click-through landing pages

While you can create landing pages to sell your products or services, most of the time, the sale likely won’t take place on the landing page itself. The visitor will click through the landing page to get into the product page. That’s where the transaction will occur.

Why don’t we do the deal on the landing page? It’s impractical, to say the least. Plus, click-through landing pages can be more effective when they’re tied to specific events or dates, like holidays, since those pages are often incorporated into email marketing campaigns.

You’re not going to email your list about every single item you have for sale, as this action will make people unsubscribe form your list faster that you might ever think. You need to save the emails for the special occasions. Think about the deal’s niche and the really good reasons to show up in your list members’ inboxes. Make sure your landing pages support those emails, and encourage your readers to click through to get to the good stuff so you can get the conversion.

2. Lead generation landing pages

How do you build an email list in the first place? Through lead generation pages.

A lead generation landing page allows you to collect data about your site’s visitors. Names and email addresses are often enough for most marketers’ purposes because you just want to be able to contact that person at a later date, most likely via digital means such as your newsletter or an email campaign.

However, people don’t just give that information away freely. Just as the landing page itself has to be worth the click, you need to make your invitation worth enough for someone to provide you with their personal information. Some of the things you can offer in exchange for personal data are:

  • Newsletter subscriptions
  • Free trials of your service
  • Ebooks
  • Contest or giveaway entries
  • Webinars
  • Event registrations

Before you decide what to offer, consider what will work best for your audience and why. For example, emails offering e-books have a nearly double click-through rate (CTR) over emails offering webinars. Take a look at the diagram below:

ebooks-vs-emails-comparison

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To attend a webinar, you have to be present. You probably have to at least sign in somewhere, if not download software to your computer in order to see and hear the webinar. Attending a webinar can mean a good 30 to 60-minute chunk out of your day. And how many times have you tried to attend a webinar, only to have it waylaid by technical difficulties? On the other hand, if you download an e-book, you can read it whenever you want. You don’t even have to read it all at once.

It’s more about convenience. Make sure whatever you’re offering is convenient for your site’s visitors.

What Should A Landing Page Look Like?

How much text is enough for a landing page? How much text is too much?

It depends. What is your landing page about? Can it be explained in a couple of sentences, or does it require a few paragraphs? What action are you trying to elicit from your page visitors? Comments? A name and email address? A click?

There’s no one-size-fits-all solution when it comes to content. Here are some quick tips:

  • Use as much text as it takes to adequately convey the purpose and goal of your landing page.
  • Try not to be any more wordy than is absolutely necessary to avoid losing your reader before they arrive at the CTA.
  • Use powerful and evocative words and phrases.
  • Avoid making the reader have to scroll down too far—or too many times—to reach the end of the page.
  • Keep your text size and spacing consistent, and use the same font (or at least, the same font family) throughout.
  • Be clear and concise. In other word: get to the point.

Continuous Evaluation Is Necessary

Once you write your first draft, you will want to edit, not just to find grammar and spelling errors, but to make sure your text is doing its job to the best of its ability.

The thing is, after you’ve written a page and read it 148 times, you’ll no longer see where it can be cut, where it’s not performing, and how it sounds to someone reading it for the first time.

An editor can help you make your landing pages both appealing and functional. Bring in another set of eyes, preferably a professionally trained ones, to cut off your content down to the most interesting and effective text.

Landing Page Components

  • An attractive headline: If your landing page is linked to an email marketing campaign, the page headline should mimic if not repeat the email’s subject both for consistency and to avoid confusing page visitors.
  • At least one good image: A colorful image that echoes the page’s theme or simply shows the product or item the page is about. Images should be large enough to see clearly, but not so large that they displace text, or add to too much scrolling.
  • A clear CTA: Whether you’re asking for donations, or encouraging readers to sign up for a newsletter, webinar, what have you, your CTA should be clear. Include at least one of those powerful conversion words, and you’re in business.
  • Clarity and focus: This doesn’t just apply to the CTA, but to all your text. Make it very clear to your visitors what the page is about, what its purpose is, and what you expect them to do there. Blurry articles will mislead your prospects. Don’t make them have to figure it out, or choose between way too many options.
  • Mobile responsiveness: If your website is mobile responsive, then your landing page also need to be easily viewed on mobile devices. If you’re still not convinced about the prevalence of mobile, consider that the number of people who use the Internet on their mobile phones is expected to increase from 2.23 billion in 2014 to 2.97 billion in 2017.

How Do Landing Pages Work For You?

The only way you’ll know is to try it out. Create more than one landing page. Try different things, test everything, use tools to run reports, and document it all. Find out what people want, and what makes them click through. And if all else fails, use one of the most effective investigative methods you have available to you: Ask your potential clients directly.

Get Your Email Opened First With These Five Useful Tips (Infographic)

Increasing your email’s click-through rates is quite tricky, but making sure your emails opened is even more trickier.

Basically, email marketing is like a double-edged sword. Its greatest advantages can also hurt badly right into your bottom line. It’s undeniable that email marketing has quite low cost to reach, manage and follow up with a large number of potential clients and customers. On the other hand, because of its popularity, your competitors also employ the same strategy. In other words, email marketing is a tight and competitive battlefield to win.

However, done in the right way, email marketing can be one of your most dependable and profitable marketing tools. The real challenge is competing with the myriad other email to be noticed in your subscriber’s mailbox. If your emails don’t get noticed, they never get opened. Even worse, your emails can be identified as spams and automatically sent into the spam folders.

So how you make sure your subscribers will open your emails every single time? In the following infographic you will learn five useful tips to get your email opened.

ways-to-make-sure-your-emails-get-opened-infographic

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Six Great Tips To Write A Good Email Subject

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Email subject is one of the most fundamental aspects in email marketing. Most of the time, emails with poorly written subjects are automatically placed in the Spam folder. Furthermore, they can smudge your reputation as a professional.

Fortunately, there are many ways to increase your chances of driving email opens and driving sales through this marketing channel. In today’s post, we will share six great tips for email marketers on how to write a catchy email subject that attracts prospects.

1. Utilise The Bystander Effect

Based on a simple concept in psychology, the Bystander Effect states that “the more people that are present in a situation, the less likely someone is to feel accountable to step up to help or take part in the situation”.

How does it relate to the email subject? Mostly, email marketers often send emails on a bulk. However, the best way to get your emails opened is to make the customer feel like they’re the only one receiving the email. For example, an email saying “Charlotte, we are giving you 30% off for this week,” is more likely to be opened than an email saying “20% off sale!”.

People like to be treated as someone special, and by doing so, you will get their attention in no time.

2. Utilise The Social Proof

Social proof is the another psychological concept where people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior. One common way email marketers use social proof is by leveraging experts. They put names, quotes and testimonials from people who have gained good credits on their field.

Now it’s your turn. If you can get some testimonials from experts who own a positive reputation as your email subjects, people will see your emails more positively by good association, rather than just a disturbing spam.

3. Keep It Clear and Concise

There is an old adage: “If something can be said in three words rather than three sentences, then three words will definitely prevail.”

In the sea of daily promotion emails, writing a short and compelling subject is your advantage. However, most marketers are swayed by this idea and strive to put the shortest email subject without thinking about the meaning. That can definitely be an issue. 

Keep your subjects as clear and concise as possible and you will get the desired attention.

4. Going Mobile

Withe the booming of mobile world, emails are often opened from mobile devices. Thus, you need to think about the mobile version of your email as well. Distracted mobile readers are scrolling through emails like they would on a social media newsfeed, so it’s important to make your subject lines short, clear, and personal.

One other thing you need to optimize is your preview text. This is the little line of text that shows along with your subject line in your inbox, allowing your reader to “peek” inside your email. Make it as descriptive and appealing as you can. If you cannot persuade your reader with your title, this is your “secondary weapon”.

5. Be Bold

“Why the hell not?”

80% of quirky or daringly peculiar email subjects, like our example above, attract people to open it. Writing a daring email subject can be daunting sometimes, but if you can pull it off, you will get some unexpected responses. Still, just keep in mind to be polite all the time. Never use harsh, intimidating or insulting words for your subject lines.

Furthermore, an attracting email subjects will do nothing unless you have superb content. Always keep your “controversial” subjects aligned with the contents.

6. Use Interesting Punctuation and Capitalisation

This is another lifehack that will help you grab your recipient’s attention: Use unique capitalisation and punctuation. That said, this is one tips that you do need to watch out for. Lowercase letters should not get you in trouble and can be quite cute. However, typing in all caps and using trigger words like “FREE” or “SALE” can get your emails capped in the head and dumped to the spam folder. Make it relevant and you will gain a successful email campaign.

Escalate Your Marketing Performance With These 40 Amazing Tools (SlideShare)

Today, marketing job requires the mixed abilities from some elementary HTML knowledge to simple image editing. However, there are numerous free tools to make marketing tasks easier. Do you need to focus more on more streamlined marketing strategy? In today’s post, we will share you a slide from Eric Leist, the Senior Marketing Manager at TrueLens, that listed 40 amazing marketing tools that you will use. The tools ranged from these categories:

  • Web Applications
  • Desktop Applications
  • Email Tools
  • Mobile Apps
  • Browser Plugins
  • Learning Platforms

Email Marketing Is Changing (Infographic)

Email marketing is one of the most effective marketing tools that have been used for years by most online marketers to keep in contact with prospects  and maintain relationships with loyal customers Recently, with the increasing use of smartphones, the effectiveness of email marketing continues to rise as well. However, many companies are not adjusting their email marketing strategy to mobile, which could lead into disastrous consequences. Check out this infographic to get an in-depth view about how email marketing has evolved:

Click to see a bigger version of this infographic

 

Seven Popular Myths of Email Marketing

Email Marketing Myths That You Should Know

Here are seven popular email marketing myths and the actual facts behind them:

The Fact: Around 40% of consumers who receive emails from brands are getting no more than three per day, on average, and almost two-thirds (63%) receive no more than six emails per day. Research from Merkle also suggests that three-quarters (74%) of consumers prefer to receive commercial communications via email, which means that consumers prefer emails from brands rather than other channels.

The Fact: This myth assumes that consumers simply are waiting for a brand to email them, and that consumers act immediately on every email they receive. However, it shows that while 76% of email opens happen in the first two days, four out of five purchases (79%) take place after that two-day period. One-third (32%) of purchases take place more than two weeks after the consumer receives an offer email.

The Fact: 20% of a brand’s annual unique opens are from people who have been inactive for the first six months of the year. So, by not sending emails to users who are deemed inactive for just a year, brands are potentially missing out on one-fifth of their annual opens.

The Fact: Less than one subscriber in every 2,000 will mark an email as spam.

The Fact: Though it’s true that increasing send frequency tends to reduce the open and click rates for a given message, if a brand increases the number of emails it sends to consumers from one per month to four, more than doubles the number of consumers opening one or more emails (from 10% to 24%). The increase in email volume also, on average, results in an additional 11% of revenue for the brand.

The Fact: Analysis of more than 200 million emails highlights that short subject lines (fewer than 60 characters) will only help increase open rates. However, if brands want consumers to engage with emails—by opening and clicking on the content—then 70 characters or longer will be more successful. The longer the subject line, the more likely consumers are to click on the content within the email.

The Fact: People often thought that “keywords are the main cause an email ended up in the junk folder”. Actually, they have little or no effect. Whether an email ends up in a junk folder is more complicated than that, with the main reason being the sender’s reputation. And that is generally based on what information the mail filter or receiving ISP can gather about the sending habits of your IP address, rather than the contents of its subject line.

Email marketing has put up with these myths for long enough, and many of them are rooted in the belief that marketers must send the right message, to the right person, at the right time. Marketers must move beyond the pursuit of three “centers” of email marketing: segmentation, timeliness, and relevance. They should no longer see email as simply a direct marketing tool. Instead, brands should see the benefits of email as a broadcast channel, which allow marketers to communicate a message to millions of subscribers regularly rather than sending less email, to less people, less often.

My Coke Reward Case Study: 5 Strategies to Create a Successful Rewards Program

Loyalty programs are only effective if your customers actually use them. Your brand will get stronger the more often they interact with you. See how Coca-Cola boosted interaction with its My Coke Rewards program by switching to highly personalised and segmented emails. Their average clickthrough rate increased 46%, and member activity is up 57%.

Here is the mechanism of the campaign: members who log in to the My Coke Rewards website and enter specific codes get points toward products ranging from a cell phone ring tone to a flat-screen TV. The program has changed a great deal since its debut two years ago. Initially, Coca Cola did not send any emails to its members. Then, four months later, Coca Cola began sending the same email to their entire member list and started seeing a little bit of an uptick in activity.

It didn’t stop there. Coca Cola redesigned the email program and website to adjust for specific member preferences. The result is the average clickthrough rate has increased 46% and members who subscribe to the personalised emails are 57% more active in the program than members not receiving communications.

Email Marketing Strategy

Monthly emails from the My Coke Rewards program are not intended to sell products directly. They’re meant to get members to click on the program website, log in, enter a product code and redeem a reward. Content includes personalised greeting; member’s point total; header graphic; a few paragraphs of text highlighting a series of calendar events, like a fall football sweepstakes; six image links to reward products; images of Coke products redeemable for points; and a CAN-SPAM footer. The content is also personalised toward each member. For instance, those who express an interest in the outdoors might get a hiking header with codes for sandals or a telescope.

Coca Cola Email Design Example

Here are the 5 strategies that Coca Cola followed:

1. Optimise the message

The email is personalised slowly but sure. Their emails are now based on:

  • Basic demographic information (age, location, marital status, number of children, etc.)
  • Number of points registered
  • Reward products received
  • Product codes entered
  • Sweepstakes entered
  • Website clicking activity (like reward category most visited)
  • Interaction frequency
  • Length of time in the program
  • Other areas

One important distinction is the generational difference between customers.  From there, Coca Cola gave a similar targeting perspective to the website. This way, when someone logs on, a variety of different elements adjust based on what the company knows about that particular account.

2. Optimise zealously

Coca Cola email marketing team sent an average of 100-200 different emails for every blast. At times, the number can exceed 7,000. It’s all dynamically driven, so it’s not a completely different email. People might have the same top of an email and the content inside might be a little bit different.

3. Run email tests often

Coca Cola has also conducted a range of standard email tests to boost member interaction. Not only time of day but day of week, every subject line and types of messages are being carefully tested. They have done a slew of testing in all of that, and consistently use that information to try to refine and try to optimise the email.

4. Offer special content

At times, members receive special content depending on their customer profiles. For instance, members may receive a coupon for Coke products for a regional distributor in their area – although emails are not set up to sell Coke products directly. Valuable members sometimes receive bonus points to keep them in the program.

5. Measure activity rate

Coca Cola doesn’t try to independently analyse all customer actions, such as entering product codes, redeeming them for points, browsing rewards, etc. Instead, to gauge the program’s success, they have rolled these actions into one metric: activity rate. Through this analysis, they’ve discovered that members scroll looking for specific topics that has resulted in increased program participation, including a 200% increase in site logins and 100% increase in PIN entries.

Five Tips To Increase Your Email Marketing’s Effectiveness

Here are five tips to help you increase your email’s click-through rates:

1. Make sure your emails are opened

This sounds obvious, right? However, it is not as easy as it seems. Just because your email is delivered to your recipient’s inbox doesn’t mean the recipient will open your email. Here are several ways to increase the chance of email opening:

  • Increasing your open rates starts with gathering relevant opt-ins. What is someone signing up for? Make it obvious from the start. What kind of information can he expect? How many times will he receive your emails? You might scare off some opt-ins this way, but that’s no loss. Think “quality” over “quantity”.
  • Identify yourself. Make it perfectly clear for the recipient who you are. Use your name, your company name or both. Otherwise, you will be considered as a spammer.
  • Create an interesting (but short) subject. A well-written subject line invites the recipient to open the mail. Be sure to stick to a maximum of 50 characters (20 if you have a lot of mobile readers) to prevent it from being cut off in most email clients.
  • Compose a strong snippet or pre-header. This is the first text that’s displayed underneath or next to the subject line. Often the snippet contains text like “Unable to read this mail? Open the web version.” You should do better than that.

2. Use only one clear call to action

“Subsribe to our newsletter now!”. “Buy this product!”. Having multiple calls to action (CTAs) only makes it confusing for your recipients. Determine what the main goal of your email is, and make sure your call to action serves that goal, and that goal only.

Also, a CTA should make clear for the readers:

  • What is expected of them
  • Where the CTA will take them
  • Why they has to go there

The best CTAs answer those three questions, using as few words as possible:

  • Contact us.
  • Apply now.
  • Sign up now.
  • Create an account.

And so on…

Avoid CTAs that state the obvious. The internet has been around long enough even for the biggest technophobes to understand that they have to click on a hyperlink to make it work. In other words, never use “click here.”

3. Create mobile-proof emails

Not preparing your emails for mobile is a mistake you can’t allow yourself to make. Create your email templates using responsive design, which will adjust the email to, for example, screen size used or the orientation of your screen (in the case of smart phones, which you can hold horizontally or vertically). Also, keep in mind that mobile users click using their fingers instead of a mouse. Make sure all your calls to action are large enough and your hyperlinks have enough space between them. Tip: a finger takes up, on average, about 44×44 pixels on a mobile screen.

4. Be relevant

Your database is one of the most powerful assets you have to increase the number of clicks in your emails. Using the information in your database, you can send your recipients relevant emails that fit their needs. The most efficient form of email relevancy based on the data in your database is event-driven email marketing. For example, you send emails based on someone’s interests, products someone purchases or didn’t purchase. Abandoned shopping carts, for example, are known to increase click-through rates 20%.

5. Test and measure

Not every target group is the same. That’s why you should use the previous four tips merely to get started. From there, the best way to improve your open rate is by testing various strategies and to keep measuring the results. Test emails with split-run and A/B tests, including different send times and different subject lines. Keep experimenting until you find the right format and the click-through rate you’re aiming for.

Email Marketing Tips: How To Prepare Your Email Marketing Strategy For Holiday Seasons (Infographic)

One of the most important aspect that every email marketer in the world should focus on is planning. A good email marketer don’t just see the month before. They need to “foresee” the next month or two (in some cases, the whole year ahead). They should know what months are the busiest one and which ones require extra hard work.

In some months, especially on a holiday season, you will need extra planning because many of your competitors’ email will fill up in your subscribers’ inboxes. If you need help preparing for the holiday season here is a useful infographic which will help you to plan your email marketing strategy.

For example: although the back-to-school season dominates August and September, we can start reminding people about the upcoming holidays. It is a good idea to encourage them to sign up for credit cards or to download your mobile app in preparation for their holiday shopping.

In October, the average amount of promotional emails that retailers send to active subscribers jumps to 20 emails from August/September’s 18. So, you’ll need to focus on making your email messages stand out from your subscribers’ increasingly hectic inboxes. Ideas for October email themes include taking advantage of pre-holiday clearance sales, pre-ordering the hottest gifts, creating wish lists, and learning about financial services and layaways.

For more comprehensive information about email marketing planning during holiday, check out the following infographic:

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Email Marketing Tips: How to Minimise Unsubscribes from Your Email List

After a certain amount of time, some subscribers will choose to leave your email list, no matter how hard your attempts to keep them. Don’t worry. It’s the nature of any permission-marketing channel that the final decision and control over receiving the messages rest in the hands of subscribers.

So, it is okay to accept unsubscribes as a fact of life and not take them personally.

You can also take some steps to reduce the number of unsubscribes by not only honoring the cornerstones of permission (choice and control), but also expanding the options you offer.

Here are five specific steps you can take to avoid email subscribers from leaving your list. These tips are also very useful to improve the user’s experience concerning your email program.

1. Opt-down as an alternative to opt-out

Probably the most popular and effective deterrent to an email opt-out is a practice known as the ‘opt-down’. In short, an ‘opt down’ means to “reduce email frequency”. For the subscribers of many retailers, publishers, and other high-volume senders of email, the opt-down provides the breathing room and relief that subscribers need to avoid feeling smothered by a brand in the inbox.

Either frequency is a significant reduction in volume from daily and provides enough relief to make subscribers on the fence about staying on the list much more comfortable with sticking around.

2. Provide category-specific selections

Opting down in promotional email marketing is a logical choice, but it’s not the only way subscribers can stem the rising tide of email. For many marketers (business-to-business, travel, services), a high volume of email messages is the result not of constant promotional offers but the overall mix of many different message types.

When you combine newsletters, video/blog content, event-related messages, triggered email, and reminders/alerts with promotional offers, sometimes it makes more sense to offer category opt-downs vs. frequency opt-downs, since many subscribers will be satisfied to maintain a minimum level of contact rather than unsubscribe completely, giving them an option to remain subscribed to your email newsletter is an excellent option.

3. Include an email “change-of-address” function

The third way to give subscribers the choice and control they need to avoid leaving your list is to allow them to change or update their email address. The fact is, people will need or want to update the email address they’ve given you for many reasons, hera are the most common:

  • They change email account providers due to a move or job change.
  • They revise their chosen subscribed address from a work to a personal email address (or vice versa).
  • They abandon a consumer email account that is receiving overwhelming, unstoppable amounts of spam for a clean new primary email address.

If your subscribers want to update their email address with you, let them do so. Provide a function that allows them to do that.

4. Pay attention to message format choices

Nowadays, with the fact that nearly 60% of all email being opened on mobile devices, message format and rendering become the main concern. Often, to stay interested and engaged with your email messages, subscribers need to receive your emails in a more easy-to-read format. That means offering them the choice of plain text vs. HTML, or allowing them to indicate the device on which they normally interact with email. These options can be integrated into your unsubscribe pages to mitigate opt-outs, into an email (or overall account) preferences center, or both.

If you suspect message format and rendering issues might be causing people to leave your list, offering simplified format choices is a must.

5. Communicate beyond email

Finally, just because someone leaves your email list doesn’t mean he doesn’t want to hear from you at all anymore. If they have been a customer before leaving your email list, make sure to keep in touch through alternative channels, such as direct mail, catalog, and social media. Track a list member’s buying behavior after the unsubscribe. Chances are, they may simply not be a fan of email as a marketing channel. However, they might be still fond of your brand.

Be selective. Don’t cease all communication to subscribers who opt out of email. Monitoring customer engagement and purchase history across all channels is essential to knowing where and through which it economically pays to continue customer communication, reduce it, or cease it altogether.

Whenever you see the email list opt-out as a learning opportunity rather than a loss, you will see it in a more positive light and reap additional insight into your subscriber base. Activating even a few of the ideas above will not only help you keep more email list members but also tell you a lot about where you can improve your programs to prevent opt-outs or complaints in the future.