Think landing pages are only for online marketing campaigns or mass email blasts? Sales people can have the largest benefit from using landing pages in the outbound emails they send to leads every day.
While technically a landing page is any page on your website that a user reaches initially, the focus of this article is about specifically designed pages to covert incoming visitors from outbound sales emails or campaigns.
We all know the value of measuring and fine-tuning our approach in sales, so why do so many companies send sales emails linking to their company's homepage? For many of our customers using Email Tracking for Teams, a web page is the final point in their sales funnel -- leads convert and become customers through a signup on a web page, or make a purchase online. For others, the function of the website is to collect more information specific to a product or service that leads to a sale in the next steps. In either case, the experience on the website is critical to closing the sale.
Beyond Tracked Email Opens and Clicks
Email tracking provide real-time feedback for outgoing sales emails -- allowing anyone to track individual emails and get data for opens and clicks. High open rates are a strong indicator that your message is viewed as trustworthy and that your subject lines are optimized. High click rates let you know that your messaging is on point and your products or services are relevant to your lead.
But what about the next step? That is, after your lead has clicked through on your email. At this stage, a lead may be significantly more valuable and at a later stage in the sales process. Yet, we've all had leads that seem to abandon at the final stage, and the obvious question should be where is the email link sending them.
Unless you only sell one product, your homepage isn't likely to be an ideal destination for your leads. You've already done the groundwork in capturing their attention and possibly even fully communicating the value of your product -- so send them to a strategically designed landing page to ensure the highest chance of conversion.
How landing pages make your outbound sales emails better
A great landing page requires only three elements -- a headline, some reinforcing content, and a call to action.
Below are two great sample landing pages from Unbounce, who provides industry specific landing page templates that can be easily customized and added to an existing website.
A landing page can be (and often should be) separate from your main website (outside of the navigation), without any distracting elements that may otherwise appear across all other pages of your site. It is a web page designed with a single goal for your email leads -- to remind them that they're in the right place and convert them. Your email prospects are different than your average website visitor. They're likely much more valuable (after all, you've identified them as potentially valuable when you started pursing them in the first place).
Keeping in mind that your lead may have a short attention span, a great landing page can really remove any other obstacles to the goal. The messaging on your landing page should reiterate your sales email templates, and really drive your message home in way that is personal and entirely relevant to the reason your lead clicked-through your email in the first place. Provide a great experience to maximize the chance of your leads and prospects becoming actual customers.
More metrics, more testing, more sales
Just like testing different subject lines and calls to action in your email (and monitoring your email opens and clicks respectively), landing pages provide another great source of data that can be continually optimized to improve sales.
Using Google Analytics, you can easily see how leads have been interacting with your landing page over time, and test variations to make strategic improvements. If you currently are linking to your homepage or a general product page in your emails, you can use this article on tracking email links with Google Analytics to get an baseline of your existing performance, and apply the same principles to tracking links to landing pages as well.
Email open tracking, link tracking, and landing page analytics work together, providing a more complete way to measure and maximize return on every outbound email you send.