Advanced Email Marketing Tips

Dedicated Landing Pages: The Other 50 Percent of your Email

Marketing Campaign

Dedicated Landing Pages: The Other 50 Percent of your Email Marketing

CampaignTable of Contents

– Email is 50% of the Battle– Dedicated Landing Pages– Landing Pages for Third-Party Email Blasts– Landing Pages and CMS Systems– Landing Pages and Ecommerce Systems– Don’t Neglect the Copy

Email Marketing Campaign Series:

How to Create an Email Marketing Campaign: http://emailmarketingtips.verticaltraction.com/2010/01/30/email-marketing-lists-how-to-create-an-email-marketing-campaign/

Dedicated Landing Pages: The Other 50 Percent of your Email Marketing Campaign: http://emailmarketingtips.verticaltraction.com/2010/01/30/dedicated-landing-pages-the-other-50-percent-of-your-email-marketing-campaign/

The Email Itself in Only 50% of the Battle

• An old Direct Mail rule can be applied (for the most part) to Email Marketing. It goes like this: – List. Offer. Package. Message. – Without the right List, your Offer doesn’t matter. – With the right Offer, the Package doesn’t matter and so

on…

• In Email Marketing, there are two dimensions to the Package:– The email itself – The Landing Page visitors view after the click

• Recipients can immediately act on an email offer. • The Email itself in only 50% of the battle.

Dedicated Landing Pages

• Countless marketers dump recipients on their home page or existing sub page within their site.

• Don’t put all that effort into a great email and pay hard cash for an Email Blast and waste it on a poor post-click experience.

• Recipients don’t want to hunt and peck for the offer, product or service they just read about.

• Create a dedicated landing page that makes it easy for them to take the next step.

Landing Pages for Third-Party Blasts

• Capture contact information on the Landing Page and market to them later from your in-house list.– Depending on your goal, you may want

to make the form as short as possible: name, email and maybe a demographic question.

– Offer a compelling incentive to trade a little contact information.

– You’ll convert more visitors to leads.

Landing Pages and CMS Systems

• This is not the easiest topic but it is possible to having dedicated landing pages on CMS systems.

• The issues: – You don’t want to link to existing pages b/c you can’t

customize the copy on the page to the specific offer– You can’t create pages outside of your CMS system

b/c you introduce a new set of pages you have to manage separately (still not a bad option).

• Create an alternative template with an editable body area.

Landing Pages and Ecommerce Systems

• Ecommerce system pose the same issues but get more complex.

• The issues: – Don’t link to existing pages – no messaging.– You may not have the ability to create another template like

CMS systems (some do so check)

• Create static pages with the custom messaging and:– Link to the single product you are promoting with a Buy Now

or Learn More CTA– Link to a product category or search result that shows the

product(s) you are promoting with a Browse CTA.

Don’t Neglect the Copy

• Don’t just state the facts. Get creative.– Even if your product/service is easy to

understand– Why should they buy it from YOU

• Compel them.• Explain your UVP

– Why Best Buy instead of Office Depot?– Why Oscar Meyer instead of Hebrew?

About• Rob Van Slyke is a 15-year veteran of interactive marketing• For the past 6 years, Rob has focused on email marketing and

squeezing out every last percentage point possible in email response rates

Rob Van SlykeInteractive Consultantrob@verticaltraction.com713-681-7771vertical traction GET A GRIP on your web marketing strategy

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