As B2B marketers, it’s our goal to generate high quality leads. And how do we accomplish that? Through email. Email is still one of the most successful communication channels for B2B marketers to use to generate leads – the challenge is converting your opens into clicks and clicks into leads. The email content is what will persuade your reader to click through, but if your email landing page falls short then you’ll ultimately receive a low response rate. What exactly is a landing page? A landing page, in its most simple form, is a web page that a visitor can be directed to or “land” on. Email landing page are specifically designed for a single purpose.  And that purpose can be anything from your visitor downloading a white paper, eBook or even signing up for a newsletter or demo. Optimizing your email landing page for your email campaign is essential to convert your clicks into leads. Let’s discuss some best practices to ensure your email campaign’s landing page yields a solid return.

Pick the Right Color

The visual appeal of your email landing page is an important aspect to consider. Depending on your target audience – something as simple as the color of your email landing page can deter them from engaging with it. Color could change a person’s mood and potentially influence their actions. Here are a few to consider when developing a landing page (source):

• Yellow: Associated with optimism and youthfulness. It is used to grab a visitor’s attention
• Orange: Linked with aggressiveness and used widely with call-to-actions (CTAs)
• Red: Represents energy. It creates a sense of urgency among your visitors
• Blue: Intrinsically connected to trust and security. Most banks and businesses use blue
• Green: Coupled with wealth and money. Financial industries tend to lean towards green
• Black: Seen as powerful and sleek. It suggests luxury and sophistication

Knowing what color is suited for your industry can successfully capture your audiences’ attention so that you don’t just keep and attract the right audience with your email campaign’s landing page, but you get them to take action and convert.

Learn more about How to Design a Killer Landing Page that Drives Conversions.

Make your CTA Clear

When you’re sending out an email campaign, it’s with a purpose in mind – whether it is to have your contacts’ download a white paper or sign up for a demo. Your landing page should complement this purpose and clearly state what you want your visitor to do. This is your call-to-action on your landing page. There are three main elements when developing a CTA on your landing page you should consider.

First, make it obvious what you want your visitor to do. Don’t provide conflicting or different actions for your visitor to take as it can become confusing. And a confused visitor is one that may become frustrated, resulting in them abandoning your landing page.

Second, place your CTA above the fold. By doing so, your visitor doesn’t need to search for it. This makes it easy for your visitor to perform the action.

Lastly, conduct A/B testing. A/B testing is important to ensure that you are using a CTA that converts the most visitors into leads. The variables of your A/B test can be content: testing which action words perform best such as, “Download Now,” “Sign up” or “Request a demo”.

Consider these important factors when creating a CTA for your landing page. Clear and simple directions on the actions you want your email visitors to take can increase conversion rates, and ultimately ROI.

Learn more about How to create impactful CTAs.

Include Customer Testimonials

When sending an email campaign to cold contacts it’s important to identify your company as credible. One way to accomplish this is to include customer testimonials on your landing page. Customer testimonials have become increasingly popular as it authenticates a brand as being reputable. Additionally, customer testimonials can act as word-of-mouth marketing. Your visitor, and potential lead, is looking to validate the usefulness of your product or service before purchasing. Providing third party reviews directly on the landing page gives substance to your brand by verifying the success other clients have received from using your product or service. Go a step further and add your customer’s photo to the testimonial. With a face to the quote, your visitor can better relate to the individual that has verified your service. And a potential customer that is more engaged with your landing page is more likely to convert.

Learn more about other email marketing landing page best practices.

Integrate Email Lead Generation with Your Landing Page

As mentioned earlier, the most successful B2B marketing channel is email –it’s the best way to get your landing page to your audience converting clicks into leads. To create a lead generating landing page, you need to pick the right color for your call to action.  You’ll then have to determine context (i.e. your CTA). From there, you’ll have to identify placement, preferably above the fold. A CTA also needs to be simple, clear and easy to read so visitors can quickly act on it. Positive customer reviews not only gives your company credibility, but can be associated with trust.  These best practices are just a few ways to increase the response rate of your email campaign.

If you use these tips when creating a landing page coupled with lead generating emailing software – your cold contacts will turn into warm B2B leads in no time. Clickback’s Email Lead Generation software can get your landing pages in front of your cold contacts. And with features sets such as A/B/n multivariate testing, Email Marketing Intelligence Technology and list segmentation you’ll be able to test an infinite number of CTAs and color combinations, track your contacts’ behavioral patterns and actions to better understand your target audience. And you have the ability to create highly personalized content specifically tailored to your audience. Essential metrics needed to optimize your email campaign and landing page.

Get started today. Sign up for a free one-on-one demo of our software to speak directly with an email expert!