A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn if it’s promoting the same asset?”
email landing pages response:
In short: no. There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very different. The good news is that you should still be able to leverage much of the copy, content and creative assets you use for, let’s say: an email landing page, and then adapt that page for online advertising without having to start from scratch.
When a reader arrives at a landing page from an email campaign, he or she has already received a critical mass of information about you and the offer – whether that offer is a white paper, Webinar, demo, or whatever. It’s a relatively safe assumption that he or she is already “sold.” Therefore, the objective of an effective email landing page is to 1) validate that decision, and 2) not get in the way.
Email landing pages should be short and sweet. Here are a few key guidelines to keep in mind:
* Language and design should be consistent with the email to provide a seamless user experience and avoid causing any hesitation (“wait, this isn’t what the email said …”)
* Include an image of the offer, even if it’s just a white paper. (For Webinars, include a photo of the speaker.) Offer photos make the offer more real, more tangible.
* Briefly reinforce key benefits (“what you’ll learn …”) and perhaps include a short excerpt, or highlight, or quote, or testimonial to further underline the value of responding. Just avoid the temptation to add so much new information that you create questions or objections.
* Keep the form above the fold, and short. Make sure any headline above the form (“Exclusive Report”) and button copy (“Download Now”) are action-oriented and consistent with both the offer and how that offer will be fulfilled.
* Sell the offer, not the product. Don’t pitch your company.
email landing pages response:
In short: no. There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very different. The good news is that you should still be able to leverage much of the copy, content and creative assets you use for, let’s say: an email landing page, and then adapt that page for online advertising without having to start from scratch.
When a reader arrives at a landing page from an email campaign, he or she has already received a critical mass of information about you and the offer – whether that offer is a white paper, Webinar, demo, or whatever. It’s a relatively safe assumption that he or she is already “sold.” Therefore, the objective of an effective email landing page is to 1) validate that decision, and 2) not get in the way.
Email landing pages should be short and sweet. Here are a few key guidelines to keep in mind:
* Language and design should be consistent with the email to provide a seamless user experience and avoid causing any hesitation (“wait, this isn’t what the email said …”)
* Include an image of the offer, even if it’s just a white paper. (For Webinars, include a photo of the speaker.) Offer photos make the offer more real, more tangible.
* Briefly reinforce key benefits (“what you’ll learn …”) and perhaps include a short excerpt, or highlight, or quote, or testimonial to further underline the value of responding. Just avoid the temptation to add so much new information that you create questions or objections.
* Keep the form above the fold, and short. Make sure any headline above the form (“Exclusive Report”) and button copy (“Download Now”) are action-oriented and consistent with both the offer and how that offer will be fulfilled.
* Sell the offer, not the product. Don’t pitch your company.
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