How to Use Landing Pages in Email Marketing

Landing pages and email marketing are a perfect duo of marketing channels that can go hand in hand, forming a powerful combination for businesses seeking to drive engagement, generate leads, and boost conversions. 

You can use landing pages in email marketing and create a seamless journey that guides your audience from their inbox to your desired outcome.

Let us walk you through how you can create impeccable landing pages and use them in your email marketing campaigns so that they can bring the best results. 

How Email Marketing and Landing Pages Work Together

Landing pages are specialized web destinations designed with a single, focused objective. They serve as critical conversion points in your marketing funnel. They can be used for various purposes:

• Encourage to create an account or start a free trial
• Promote events and facilitate registration
• Present a product launch
• Request reviews and feedback, and many more.

An email campaign, in turn, is an email or a coordinated series of email messages sent to a specific group of recipients with a clear, strategic purpose. A well-designed email campaign is a targeted marketing approach that aims to achieve specific business objectives, engage customers, and drive desired actions.

If we put landing pages and email marketing together, they can bring incredible results. Your future audience lands on your landing page, subscribes to the list to start receiving your email newsletters. Or, a landing page can serve as the next step in the customer journey initiated by an email. A compelling email grabs attention and drives traffic, while a focused landing page takes that momentum and converts it into action. The synergy lies in their ability to complement each other: one channel generates interest and the other one channels that interest into specific goals.

Key Questions to Ask When Creating a Landing Page

Like with every marketing activity, planning is the key. Before you start creating a landing page, you should ask yourself a few questions to make sure you get the desired results:

1. For whom am I creating this landing page? (target audience)
2. What action do I desire from people? (e.g. sign up, purchase, feedback)
3. What value will they get in return? (benefits)
4. How will I measure my success? (e.g. click-through rate, conversions, engagement)

Tips for Creating High-Performing Landing Pages

First of all, make sure that your landing page design and email layout should be aligned. Make your landing page easy to navigate. Don’t exaggerate with the amount of elements and information as you wouldn’t want to overwhelm your visitors. They should be able to tell what is the purpose of your page right away and find everything easily. Your web page should load fast and be optimized for mobile. 

If the action you need from your visitors is to sign up, make the form as simple as possible. Too many form fields may discourage your potential leads from submitting the form. 

Landing pages tend to stand out with a high bounce rate, but that doesn't necessarily indicate that they are not fulfilling their purpose. In this case, it is definitely crucial that someone simply perform our expected action.

You can use our brand new Landing Page creator to design your attractive landing pages. An intuitive interface and user-friendly drag & drop editor will help you create the entire page in minutes. 
Once it is ready, you will easily generate a link you can include in your emails. You don’t even need your own domain to create a functioning landing page - all the pages are under the myelasticemail.com domain. Plus, all your designs will be in one account. You can also use brand colors and uploaded graphics to make your landing pages and emails compatible.

Tips for Optimizing Email Campaigns

Your email campaign is the foundation of a successful landing page strategy. Here’s how to maximize its impact:

• Create an attractive design - keep your layout clean and uncluttered, and visually consistent with the landing page. Make sure it’s optimized for mobile devices and includes a clear CTA button.
• Personalize email content - customize email content based on user behavior, preferences, or location. Use merge fields to address recipients by their first name. Personalization boosts engagement and increases the likelihood of click-throughs.
• Use compelling subject lines - be clear, concise, and specific. Create a sense of urgency and scarcity. Add questions, emojis and personalize. All these techniques will help you create subject lines that work and boost your open rates.
• Implement A/B testing - test different email layouts, content, subject lines, call-to-action buttons, send times, or even personalization approaches to see which variant performs best. 
• Maintain list hygiene - Optimize your sender reputation by regularly cleaning your email list to remove inactive users and ensure your emails land in inboxes rather than spam folders.
• Segment your audience - divide your email list into specific groups based on their demographics, past purchase behavior, engagement levels, stage of the sales funnel, or interests. 
• Send at the right time - analyze historical campaign results, try different times and days depending on the audience (B2B - Tuesdays- Thursdays mid-morning hours, B2C - weekends and evenings). You can also try the Elastic Email’s send-time optimization feature that either sends to your more engaged contacts first, or to each contact’s optimal open time over the next 24 hours based on their activity history.
• Analyze your results - check crucial email marketing analytics such as click-through rates, conversion rates, engagement metrics, and overall ROI to see if your campaign was successful.

Examples of how to promote your landing pages in email campaigns

In previous sections, we showed you some purposes of landing pages and how to optimize them and your email marketing campaigns. Now, let us show you some examples of how you can include certain landing pages in your emails.

Trial Signup Campaign

You designed a landing page encouraging people to sign up for a trial account of your application or services. You included details on what the trial includes, descriptions of the main features, maybe some testimonials from satisfied users, and a sign-up form or a link to the registration page.

Now, you’re sending an email promoting your landing page and a free trial:

• Subject line: “Your Free Trial Awaits - Start Today!”
• Body: Highlight the benefits of your application or services, and starting the free trial.
• CTA: “Start My Free Trial” 

Event promotion and registration

You created a page with a detailed event agenda, speakers bios, and a registration form. Also, you included the most important details like date, time, and location. You might even consider adding a countdown time to create urgency. 

Now, you’re sending an email promoting your event landing page:

• Subject line: “Exclusive Invite: Don’t Miss Our Upcoming Webinar”
• Body:  Share event details (date, time, key speakers, and topics) and emphasize the value of attending.
• CTA: “Reserve My Spot”

Product Launch Announcement 

Your landing page showcases product features with visuals, testimonials, pricing tiers, and a direct purchase or a demo request form.

Now, you’re sending an email promoting your product launch and your dedicated landing page:

• Subject line: “Introducing [Product Name]: The Future of [Industry]”
• Body:  Highlight the product’s unique features and the problems it solves. Use eye-catching visuals and a brief explainer video.
• CTA: “Explore [Product Name]”

Customer Review Request

You designed a landing page with a quick and easy feedback form. You might consider offering incentives like discounts or gift cards for completing the review.

Now, you’re sending an email campaign asking for reviews:

• Subject line: “We’d Love Your Feedback!”
• Body:  Thank the customer for their recent purchase or experience and explain how their input helps improve your offerings. Add the information about the discount or gift card offered in exchange for the review.
• CTA: “Submit My Review”

Landing pages in email marketing - conclusion

When combined, email marketing and landing pages create a dynamic duo that drives engagement and delivers results. By aligning your emails with thoughtfully designed landing pages, you can guide your audience seamlessly from their inbox to a specific action, enhancing their journey while achieving your marketing goals. With the right strategy, you’ll not only capture attention but also convert it into tangible business outcomes.

Ula Chwesiuk

Ula is a content creator at Elastic Email. She is passionate about marketing, creative writing and language learning. Outside of work, Ula likes to travel, try new recipes and go to concerts.