6 Ways to Synch your Email Marketing and Landing Pages

Brian Honigman on Email marketing, Landing pages,


It is time to start synching your email marketing and landing pages to create a cohesive experience for your customers online.

Effectively synching your email marketing inline with your landing pages can help increase conversions and give one consistent message about your brand across all your web properties.

This alignment can help your business better track users consistently from the beginning to the end of their experience in the sales funnel. By tracking all the activities users are making from one touch point to the next, it gives your business the opportunity to optimize your website accordingly to the data collected from these events.

Another benefit of synching your marketing efforts is the better alignment between your sales and marketing departments, no matter their size. With synched efforts, the emails sent and the landing pages developed will help articulate where leads are coming from and how they should be approached once they reach the sales team.

Here are six ways to synch your email marketing and landing pages together as one connected experience for your customers.

1. Use a consistent aesthetic from the email to the landing page.

This includes making both the visuals and the messaging used on your emails and landing pages similar and consistent from start to finish. When someone opens your email, they should see engaging content, news, offers or some other form of enticing information to follow through to your website.

The look and feel of a user’s experience should reflect the aesthetic of the email through to the landing page. If a landing page doesn’t offer a cohesive journey from the email, there is a chance that your customer will be confused and not convert.

By matching each step of a customer’s visit to your website, you’re making the most of the call to actions, compelling copy and strong visuals that are present on both destinations. User experience is an important factor that influences whether a person converts or not, hence why this particular experience of synching the aesthetics is crucial to your overall campaign.

2. The copy on the landing page should pick up where the email copy left off.

Including strong calls to action above the fold in your emails that coincide with the calls to action across your landing pages helps to better synch your efforts of converting customers. This doesn’t mean that it is effective to repeat the same call to action on both properties, but instead keep to a similar theme and overall message with your choice of copy.

Introduce a product, service or resource in your email with interesting copy that encourages a person to visit your website to shop, read, download or purchase. Once a user has visited your landing page they should be further enticed with more copy that picks up where the email left off.

This is the time to further illustrate the benefits of your content, products or services by tying in the original messaging with a strong follow up on the landing page. Use actionable language that speaks to your audience across the sales funnel, catered to each part of the process. The email subject line, its content and the landing page must accurately articulate your business to your audience overtime. Without a consistent voice synching your marketing channels, it is almost impossible to standout and make a lasting impression.

3. Highlight the benefits of the download, purchase or other call to action.

The benefits of your content, product or services should be apparent by synching how these enticing features should be packaged from your email to your landing page. Make the benefits of your offerings clear, concise and stand out among other copy in your email that works in conjunction with your main calls to actions.

The benefits listed on your landing page should match the highlighted features in the email but offer more specific details when it comes to expressing the tangible value of those benefits. These benefits can come in the form of a product description (like seen above), an article, in a list of bulleted benefits and in a few other forms.

The point of synching the benefits presented on both the email and landing page is to help reinforce the value a customer would get by performing a purchase, download or other action on your website.

4. Ensure both your emails and landing pages are optimized for the mobile landscape.

43% of email is opened on a mobile device and 17.4% of global web traffic today comes through mobile, which emphasizes the importance of having a mobile friendly presence across your emails, landing pages, website and other marketing channels.

The best route to take when creating emails is to use responsive templates that resize depending on your browser, device or email client being used. From your email accessed on mobile, encourage a mobile-optimized next step on a corresponding landing page.

Optimize your website to be mobile friendly destination by redesigning it to be responsive or by creating a mobile version of your existing site. This way any traffic sent from your emails to your landing pages on a mobile device will be optimized to suit any users experience. If you aren’t able to optimize your website for mobile at this time, be sure your landing pages can be easily navigated from the small screen of a mobile device to the large screen of a tablet.

The content of both your emails and landing pages on mobile should be optimized together for the best overall experience. Optimize phone numbers for one-click calling, synch physical addresses with directions apps, keep the overall design simple to navigate, clearly define your call to actions in a substantial way and send your emails inline with peaks in mobile usage.

According to eMarketer, 42% of marketers said they were fully designing emails to render differently on mobile devices. If this is the case for your business, make sure the aesthetics and messaging of these mobile specific emails match with the corresponding landing pages on your website.

5. Begin the story in the email and leave the finale for the landing page.

Use your email as a teaser for the content or products on your landing pages by enticing your audience with the right copy and visuals. Think of your email as a trailer for the main attraction, your landing page. Reward your customers with exclusive content or free engaging material once they’ve landed on your optimized landing pages.

Test different approaches to enticing customers with an engaging email to get them to visit your website. For example, announce that you’re giving out an exclusive promo code to your email list, then feature this offer on your landing page to follow through on your promise. Never mislead or disappoint a customer by neglecting to deliver on a promise. It only takes one bad experience with your business for a person to get frustrated and move on to a competitor. By creating an exciting, interesting and original story, you will be able to draw in your customers from start to finish.

6. Follow through with the promises set in your email on your landing pages.

Many email campaigns don’t directly correlate to their corresponding landing page due to the way the email was initially set up. For example, if this email below from Sak’s didn’t send customers to specific landing pages based off of which dress photo they clicked on, then it would be ineffective and frustrating.

When a person clicks on an individual product displayed in an email they often expect the corresponding landing page to feature this item predominately. If a user clicks on an item and they are taken to a higher level landing page that features all of the items and not the one they clicked, then this can be frustrating for the user and lead to less purchases. Clearly define how your email is laid out to tailor the expectations of the experience to your customers.

If the email is going to send traffic to multiple product specific landing pages then clearly arrange the visuals and copy to suit that experience by separating the different product options and giving them unique links. If the email is going to send customers to a higher level landing page with multiple product offerings, then make that apparent by grouping different product images in the email together to clearly show that this email has one destination once a user clicks.

Images courtesy of Marketing Profs, Precious Baugh, Alexandre Deschamps, Musho.

It is time to start synching your email marketing and landing pages to create a cohesive experience for your customers online.

Effectively synching your email marketing inline with your landing pages can help increase conversions and give one consistent message about your brand across all your web properties.

This alignment can help your business better track users consistently from the beginning to the end of their experience in the sales funnel. By tracking all the activities users are making from one touch point to the next, it gives your business the opportunity to optimize your website accordingly to the data collected from these events.

Another benefit of synching your marketing efforts is the better alignment between your sales and marketing departments, no matter their size. With synched efforts, the emails sent and the landing pages developed will help articulate where leads are coming from and how they should be approached once they reach the sales team.

Here are six ways to synch your email marketing and landing pages together as one connected experience for your customers.

1. Use a consistent aesthetic from the email to the landing page.

This includes making both the visuals and the messaging used on your emails and landing pages similar and consistent from start to finish. When someone opens your email, they should see engaging content, news, offers or some other form of enticing information to follow through to your website.

The look and feel of a user’s experience should reflect the aesthetic of the email through to the landing page. If a landing page doesn’t offer a cohesive journey from the email, there is a chance that your customer will be confused and not convert.

By matching each step of a customer’s visit to your website, you’re making the most of the call to actions, compelling copy and strong visuals that are present on both destinations. User experience is an important factor that influences whether a person converts or not, hence why this particular experience of synching the aesthetics is crucial to your overall campaign.

2. The copy on the landing page should pick up where the email copy left off.

Including strong calls to action above the fold in your emails that coincide with the calls to action across your landing pages helps to better synch your efforts of converting customers. This doesn’t mean that it is effective to repeat the same call to action on both properties, but instead keep to a similar theme and overall message with your choice of copy.

Introduce a product, service or resource in your email with interesting copy that encourages a person to visit your website to shop, read, download or purchase. Once a user has visited your landing page they should be further enticed with more copy that picks up where the email left off.

This is the time to further illustrate the benefits of your content, products or services by tying in the original messaging with a strong follow up on the landing page. Use actionable language that speaks to your audience across the sales funnel, catered to each part of the process. The email subject line, its content and the landing page must accurately articulate your business to your audience overtime. Without a consistent voice synching your marketing channels, it is almost impossible to standout and make a lasting impression.

3. Highlight the benefits of the download, purchase or other call to action.

The benefits of your content, product or services should be apparent by synching how these enticing features should be packaged from your email to your landing page. Make the benefits of your offerings clear, concise and stand out among other copy in your email that works in conjunction with your main calls to actions.

The benefits listed on your landing page should match the highlighted features in the email but offer more specific details when it comes to expressing the tangible value of those benefits. These benefits can come in the form of a product description (like seen above), an article, in a list of bulleted benefits and in a few other forms.

The point of synching the benefits presented on both the email and landing page is to help reinforce the value a customer would get by performing a purchase, download or other action on your website.

4. Ensure both your emails and landing pages are optimized for the mobile landscape.

43% of email is opened on a mobile device and 17.4% of global web traffic today comes through mobile, which emphasizes the importance of having a mobile friendly presence across your emails, landing pages, website and other marketing channels.

The best route to take when creating emails is to use responsive templates that resize depending on your browser, device or email client being used. From your email accessed on mobile, encourage a mobile-optimized next step on a corresponding landing page.

Optimize your website to be mobile friendly destination by redesigning it to be responsive or by creating a mobile version of your existing site. This way any traffic sent from your emails to your landing pages on a mobile device will be optimized to suit any users experience. If you aren’t able to optimize your website for mobile at this time, be sure your landing pages can be easily navigated from the small screen of a mobile device to the large screen of a tablet.

The content of both your emails and landing pages on mobile should be optimized together for the best overall experience. Optimize phone numbers for one-click calling, synch physical addresses with directions apps, keep the overall design simple to navigate, clearly define your call to actions in a substantial way and send your emails inline with peaks in mobile usage.

According to eMarketer, 42% of marketers said they were fully designing emails to render differently on mobile devices. If this is the case for your business, make sure the aesthetics and messaging of these mobile specific emails match with the corresponding landing pages on your website.

5. Begin the story in the email and leave the finale for the landing page.

Use your email as a teaser for the content or products on your landing pages by enticing your audience with the right copy and visuals. Think of your email as a trailer for the main attraction, your landing page. Reward your customers with exclusive content or free engaging material once they’ve landed on your optimized landing pages.

Test different approaches to enticing customers with an engaging email to get them to visit your website. For example, announce that you’re giving out an exclusive promo code to your email list, then feature this offer on your landing page to follow through on your promise. Never mislead or disappoint a customer by neglecting to deliver on a promise. It only takes one bad experience with your business for a person to get frustrated and move on to a competitor. By creating an exciting, interesting and original story, you will be able to draw in your customers from start to finish.

6. Follow through with the promises set in your email on your landing pages.

Many email campaigns don’t directly correlate to their corresponding landing page due to the way the email was initially set up. For example, if this email below from Sak’s didn’t send customers to specific landing pages based off of which dress photo they clicked on, then it would be ineffective and frustrating.

When a person clicks on an individual product displayed in an email they often expect the corresponding landing page to feature this item predominately. If a user clicks on an item and they are taken to a higher level landing page that features all of the items and not the one they clicked, then this can be frustrating for the user and lead to less purchases. Clearly define how your email is laid out to tailor the expectations of the experience to your customers.

If the email is going to send traffic to multiple product specific landing pages then clearly arrange the visuals and copy to suit that experience by separating the different product options and giving them unique links. If the email is going to send customers to a higher level landing page with multiple product offerings, then make that apparent by grouping different product images in the email together to clearly show that this email has one destination once a user clicks.

Images courtesy of Marketing Profs, Precious Baugh, Alexandre Deschamps, Musho.

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Brian Honigman
Content Marketing & Social Media Consultant
http://www.brianhonigman.com/