An email newsletter is an indispensable marketing tool for every business.
It’s a good way to connect with clients, increase website traffic, and drive sales. At the same time, it can help grow your social media community as well.
With the many benefits of having an email campaign, you need to do everything you can to attract more subscribers. Fortunately, you do this effectively with the help of an engaging newsletter landing page.
What is a Newsletter Landing Page?
A newsletter landing page is where users are taken after clicking on a particular link. It provides prospective clients with more info about the offer they clicked. As such, the goal of this page is to convert onlookers into full-fledged customers.
While a landing page is usually created for clients to join email lists, it can also be used for the following actions:
- Thanking new subscribers
- Requesting a product demo
- Starting a free product trial
- Validating the salability of new products or services
- Joining a web community
- Signing up for webinars
- Downloading a white paper
- Downloading a free lead magnet
It’s essential to have different landing pages for other occasions. After all, you don’t want a client interested in a product demo to stumble upon the landing pages for a webinar sign-up.
Remember, having multiple offers on one page could lead to a 266% decrease in conversion rates. That’s a lot of lost opportunities!
It’s best to differentiate your offers, which will help you generate more conversions in the long run.
What are the Different Types of Landing Pages?
A newsletter landing page is a type of lead generation landing page. It is transactional, meaning it aims to obtain information, such as the client’s name or email address. The email marketing team then uses this to help convert these subscribers into customers.
Another type of landing page is a click-through landing page. It is also known as a product landing page, and it is rather informative because it sheds light on a specific item or service. It also includes a call to action button that will lead to the conversion page.
Product landing pages can also be used to make promotions, as these can help prepare the clients to convert or buy the product.
Why You Need to Have an Effective Newsletter Landing Page
This public landing page serves as the gateway for reeling in clients. At the same time, it could help you achieve these additional benefits:
It shows consistency.
As an adage once said, consistency is the key to success. It’s important to communicate with your clients regularly, and you could do this with the help of a newsletter landing page.
Depending on your email marketing strategy, you could go for weekly or monthly – the choice is up to you!
Remember, 90% of clients prefer receiving updates via email rather than through Facebook. With the help of a landing page, you could showcase the consistency that drives clients to make conversions.
It can help convert your social media fans into loyal email newsletter readers.
Having a lot of social media followers is good. However, you can’t communicate directly with them as you would if they were enrolled in your email marketing campaign.
For one, social media platforms only show a limited amount of your content – about 2% to 3%, to be exact.
This is where the benefit of a newsletter page comes in. It can help convert your fans to email subscribers who are more likely to convert and purchase products and services from your store.
It can help build hype for your up-and-coming brand.
If you’re still in the process of launching your business, you can build the needed buzz with the help of a newsletter page.
Even a short phrase saying ‘Coming Soon’ will be enough to excite your potential clients. This can help generate talk about your business, giving you a flock of curious followers who are patiently waiting for your launch.
It can help you save a lot of money on marketing costs.
Landing pages can help you implement a better marketing strategy simply because they’re cheaper than most promotional activities.
When paired with Facebook ads and Google marketing, landing pages let you enjoy conversions. It’s more affordable as well compared to the expensive task of driving clients directly to your webpage.
How to Create a Newsletter Landing Page
If you want to enjoy the benefits stated above, then your email post-click landing pages should have the following elements:
Design: Simple and Clean
It’s easy to go gaga with the design, given the many design elements available at ConvertKit.
However, it’s best if you keep the design at a minimum. Simple is best, even in the field of landing page design.
You can always use ConvertKit’s pre-made templates if you’re not particularly creative. You can also customize and personalize the newsletter landing page according to your brand design.
As for the text, you need to highlight your offer. It is best if it’s put in bold or colored text. Since sentences can be quite tedious to read, make use of bullet points to detail the strong points of your offer.
Headline: Short but Sweet
First impressions last. So, if you want to captivate your audience on the get-go, you need to create a strong headline.
It doesn’t have to be lengthy, as your best bet is a short yet powerful statement. The page header, “Join the email newsletter,” may be simple, but it has all the necessary wordings – “join” and “newsletter.” You can constantly personalize this statement to fit your branding if you find this too plain.
You can also use headlines that tell the clients what they stand to miss if they do not sign up. Statements such as “Get exclusive access” or “Get the best deals” will surely transform visitors into willing subscribers.
Description Copy: Clear and Concise
A good headline reels the subscriber in. However, this should be followed by a powerful description copy to help sustain interest.
A description copy is a chance for you to complete the sign-up process. It should include one or two sentences about the offer, among these other things:
- Frequency of the email blast (weekly or monthly)
- Topics to be covered by the newsletter
- Benefits of signing up
- Key brand or business facts
For example, you can write, “I help businesses market their products through social media platforms. Sign up for tips and techniques that can help you succeed in social media marketing.” It’s simple and straightforward.
As it helps avoid confusion amongst potential subscribers, a clear description copy will help improve conversions in the long run.
Images and Videos: Appealing Yet Relevant
A picture paints a thousand words. While it’s vital to have a good headline and description copy, it’s just as important to have relevant images on your newsletter landing page.
You can use brand logos, photos, illustrations, and graphics. You can also use stock photos, for which you get access to 100,000 options via ConvertKit.
With the many images available for use, choosing the perfect photo that complements your newsletter is a matter of choosing the perfect photo. These should help you tell a story of your business or brand offers, rather than just being decorative.
Like images, videos can help you increase your conversions by 86%. After all, these are more interactive and entertaining for some. What’s great about this is that you don’t have to talk much as the video will do this for you.
Should you decide to create a video on your own, it’s best if you come prepared. That includes coming up with a good script. You don’t want to waste your time reshooting your footage, after all.
Call-to-Action (CTA) Button: Straight to the Point
Your headline, description copy, and images are all for naught without a CTA button.
When creating a CTA button, remember to limit your short copy to one to three words. Good examples include:
- Sign up
- Join the newsletter
- Subscribe today
You can also try casual CTAs such as “Yes, please!” or “I’m in!”
When creating a CTA button, stay away from lengthy sentences. They can be quite hard to read and, as such, could affect your conversion rates.
More Tips on Creating a Good Newsletter Page
There’s more to just perfecting the four vital elements of a newsletter page.
By following these tips, you can improve your chances of attracting more subscribers:
Shorten your link
When creating a custom landing page, you need to keep most parts at a minimum – the URL included. You can shorten your lengthy URL with the help of tools such as bit.ly. All you need to do is paste your link, and the program does the truncating for you.
What’s great about this program is that it allows you to choose a title for your link. That way, you can preserve the branding of your page, which is better than just having random numbers and letters.
Create multiple public landing pages
Do you have a lot of promos in store for your subscribers? Are you giving freebies and promoting your blog at the same time?
To prevent confusion, you could try building a master landing page with the help of platforms such as Linktree. This makes sure that your clients are directed to the page where they want to be.
Simplify your forms
You don’t want to scare or overwhelm your potential clients by asking them a wealth of information. This may prod them to leave the page, punching a definite blow to your email marketing strategy.
If you want your customers to sign up, you should keep the data collection process minimum. That said, asking for the client’s first name and email address is often enough.
If they’re willing to provide more information, you can always ask them to fill out a voluntary extended survey – a form you can create easily with the help of ConvertKit.
The best things in life are free
Incentives work. If you want to increase the rate of sign-ups, then you should give them valuable freebies. It should be something your clients find helpful in their daily life.
What’s great about giving a freebie is that it goes beyond email marketing. It can help you build brand trust and reputation as well.
For customers, businesses that value their free products are more likely to put a higher premium on their other paid items and services.
Adopt an email segmentation strategy
Personalizing emails can help you achieve more conversions and better sales. It can improve revenue by as much as 760% simply because customers gravitate towards individualized content.
If you want to take hold of this benefit, then you should try to segment your emails. That means grouping your clients into several categories. You can classify your subscribers according to interests, location, life stage, skill level, or discernible individual traits.
What’s great about this strategy is that you can easily incorporate this into your newsletter landing page. You can ask the subscribers to tick on any of the options they prefer.
At the same time, this strategy can help you determine the frequency with which the client wants to receive an email. This will help prevent opt-outs, especially in the case of customers who find receiving daily newsletters bothersome.
Monitor your metrics
Granted that you have followed all the tips mentioned above on creating an effective newsletter landing page, it’s crucial to know if these tactics work.
The best way for you to do so is to get hold of your page metrics. You need to know the deliverability rate, click rate, bounce rate, and open rate, among many other factors. These will help you see if you need to make any adjustments to make your landing pages more successful.
An effective landing page can help you achieve more sign-ups, conversion rates, and better sales and revenues. By following the tips above, you can harness the unlimited potential of email marketing – and so much more!