Do you read your emails from top to bottom? Me neither.

Confession time: I don't read most of the emails in my inbox. I open them and scan them, but if the email is too lengthy or the content isn't organized well, I'm likely to move on to the next unread item.

Short paragraphs or teasers are most likely to catch my eye, and they often end with some linked text inviting me to "read more." Without even thinking too hard about it, I click the link and am transported to more engaging content on a landing page, which contains just the topic or article I'm interested in. The experience feels customized and personal, even though I'm controlling my path.

Think about your own habits in the inbox. I'm not the only email scanner out there, right? Take note of what compels you to read an email and click through to read more, and apply those practices in your own campaigns. And if you've never created a landing page before, here's a quick overview of the basics.

So what exactly is a landing page?

Put simply, a landing page is just the place where readers land when they click on a link in your email. The purpose of a landing page may vary:

  • Promotions may link to a product page on a retailer's website.
  • Invitations may link to a registration form.
  • Newsletters may link to articles too lengthy to include in the body of the email.

How do I create a landing page quickly?

Sometimes you know you're going to use landing pages (usually on your website) before you even start creating your campaign. But what if you want to create landing pages on the fly to shorten the length of your overall campaign, and you aren't able to move the additional content to your website? You can use your Emma account to create a quick landing page on your branded stationery.

  1. Create a separate campaign for each "read more" link you plan to include in your email. Each campaign will contain the full article or additional material that doesn't fit in the email you plan to deliver to your readers' inboxes.
  2. Send each one of those campaigns to yourself. Doing so creates a link to an online version on your Emma response page, and you'll need that URL for your "read more" links.
  3. Access the online version by opening the response for each campaign you just sent to yourself. Just click the "Online Version" link on the left side of the screen when you're viewing your response overview. Your campaign will open in a new tab. Copy the URL at the top of your browser and keep it handy. This is your landing page link.
  4. Create the email campaign you plan to send to your subscribers. Add teasers in your content, each with a compelling reason to read on, and use Emma's editor to link the teaser text to the online versions of your landing pages.

How do I make sure my landing pages are effective?

Smart marketers know how to take advantage of every online interaction, and landing pages are no exception. Here are some easy tips to ensure your landing pages are effective:

  • Highlight your brand. If you're using your custom Emma stationery, you've already got a branded framework for your landing page. The key is creating a consistent brand experience across all of your online channels.
  • Add some pizzazz to your landing page. Consider these tried and true design tips from Formstack's Anatomy of a Perfect Landing Page.
  • Include something the email didn't provide. You want to reward your reader for clicking to read on, yes? Don't repeat what they just read in your email; give them further details — it's your opportunity to really engage them.
  • Create landing pages for your landing pages. This isn't as complicated as it sounds. Just make sure your landing pages link readers back to your website, blog or Facebook page rather than making it a dead end.
  • Pay attention to what readers are clicking on. A great perk of using Emma to create landing pages is that you can easily spot which links get the most traction in your response results. Use that knowledge to better understand what your audience finds compelling.

Want to talk more about landing pages? Let us know how these tips and how-tos work for you, or if you've got a few tips of your own to share.

+++++

Like this article? Read more email best practices from Emma.