The Boingnet team had a ball working with the great folks at Agile Education Marketing as we prepared and presented a ton of great content in the webinar titled “Landing Pages – the Key to Higher Conversion”. Boingnet CEO Dennis Kelly reviewed what landing pages are, why they are useful, the 3 most common types of landing page, and what makes landing pages successful or not.
Marketers who care about better campaign results are rapidly turning to responsive design for email and landing pages. “Responsive Design” is yet another bit of marketing tech jargon (we in the tech business really like to confuse people with our terminology) that has exploded upon the world. In it’s simplest definition, responsive design is the practice of using a particular set of technologies that enables content to be viewed in an optimal way on devices with screens of varying sizes. As the world has rapidly shifted it’s content consumption habits to include mobile devices and tablets, marketers and the technologists that support them have scrambled to develop a common way of delivering that content in a mobile friendly way, without having to maintain multiple sets of software code. Thus, the birth of responsive design.
Software industry giant Oracle published a study of over 200 million email messages with some best practice information that bubbled up to help marketers personalize email subject lines more effectively. The results are quite clear – moderate personalization can have a powerful effect on open rates. Using the recipient’s name alone drives the open rate up by approximately 5%, while adding a 2nd level of personalization creates an increase of nearly 10%! Tweet: @boingnet – email subject line personalization – add a 2nd level to drive opens 10% higher. In an era of declining open rates, this is important information that marketers need to pay attention to. Some great examples of 2nd personalization types include birthdays, location/geography, previous purchases and other things that strike recipients at an emotional level.
Commons sense dictates that marketers should build email campaigns with landing pages, as every campaign ought to have some sort of dedicated landing page designed to capture and convert traffic with a specific call to action. It is certainly a subject that Boingnet has been banging the table about (see “Landing Pages for Every Campaign” most recently). To summarize – if you aren’t directing your customers where to go next, they’ll either go to your home page and get lost, or worse, go to punch up Google and look at ads from your competitors. Landing pages take that same traffic and present limited options and strong calls to action to your list, nudging them to fill out forms, talk with salespeople or make purchases.