Every page on your website is essentially a landing page as you bring people in from search, social media, and your emails. However, the more traditional format for a landing page is based around a specific campaign and includes a goal, such as purchasing a product, signing up for a trial, or registering for an event/webinar.

Why email works best

Email marketing is one of the best ways to point people to these kinds of landing pages as your audience is already familiar with your brand and is interested in what you have to offer. They are more likely to click through than if they saw an ad, or a social media post.

Email also allows you to do more, like segment and personalize for specific audiences. You customize how you present your message. And your audience gets your message directly, unlike a search engine or a social media app acting as a middle-man.

Making them work together

Here are some best practices to keep in mind when sending out an email that includes a landing page:

• Know your audience - what are their pain points, why did they sign up for your emails in the first place?
• Match your branding - both your email and landing page should be consistent in design and messaging for a seamless user experience
• Use basic email practices - include a good subject line, a clear message, and a strong call-to-action that links to your landing page
• Landing page as an extension of your message - keep it straight-to-the-point since your audience already knows what to expect, but include additional points to reenforce the campaign goal
• Use media on your landing page - added photos and even a video work well to further engage your audience
• Use customer testimonials - especially if you’re selling a product
• Include tracking in your links - from your email to your page, make sure to use ref, or utm variables to track your conversions

It’s tempting to try and include the goal for a landing page within an email to avoid the extra click. But if you utilize the benefits that emails and landing pages each uniquely have to offer together, that extra click is actually an opportunity for better results.

Blocks Edit allows you to build both on-brand email and landing pages, with a link tracking feature to bring them together.