When companies say they want to throw out a newsletter, there\u2019s typically a lot more that goes into it than one imagines. It\u2019s a lot like when someone says they want to start a blog but have never done a blog before. In both instances, people are focused on the message; they\u2019re not focused on the messaging and the delivery. They\u2019re not thinking about the mechanics of the platform and what\u2019s really needed to not just say something, but also be heard. Once you\u2019re heard the next step is to make sure more people hear you.<\/p>\n
For those of us at the last step \u2013 how to make more people hear you \u2013 I\u2019d like to introduce you to a novel concept that many of you haven\u2019t thought of: the email subscription landing page.<\/p>\n
Landing pages are used to get someone to the last final climactic step before a conversion. This is where the bells and whistles come in to really get someone to hop on board. And this is why a landing page for your email campaigns matters because this is where you\u2019re making the sale.<\/p>\n
Companies, especially enterprise level companies heavily reliant on the next level of growth, typically put out a link or a button for their audience to subscribe. But this isn\u2019t making the same. In fact, this is stopping short. While it will certainly take some time to design a landing page for email sign ups, it\u2019s necessary and in fact it\u2019s a lean practice. Sometimes lean means doing more than doing less, especially when taking an extra step can guarantee you the results you need.<\/p>\n
So the next question is how should you design your landing page. Your landing page can be visibly linked within your site or hidden, accessible only through link click so you can track which method of leads and clickbait is working best. Either way, it should be designed with consistency in mind with your larger brand. It should have the same style, colors, image quality, etc. However \u2013 and this is big, however, \u2013 don\u2019t design your page to look like you\u2019re asking for something. Landing pages sometimes look like calls to subscriptions or donation. They look sad and desperate. This is not what you want. You do not want to make people think they need to give you anything, time, money, consideration, whatever it is, you don\u2019t want people thinking of you as a charity case.<\/p>\n
Instead, design it to look like a magazine and create some major FOMO (Fear of Missing Out). This creates an attitude shift that says, \u201cI NEED to be a part of this.\u201d<\/p>\n
Next up is the content. You want to cover the who, what\u2019s and where\u2019s but you want to keep the text light and simple, with a heavier focus on images. If there\u2019s too much for people to read, you\u2019ve lost them. You want the images being the real voice of the page and tweet-length text (140 characters roughly) guide people to the subscription point. You want a clear subscribe or \u201cJOIN\u201d button that draws attention.<\/p>\n
Contrary to what a lot of people think, you want a higher emphasis on visuals than content, even though your campaigns might be more content driven. Think of your landing page as the person trying to get people through the door to an event or party. If they\u2019re attracting attention, they\u2019ve going to get people interested. If they\u2019re giving lectures or requiring more focus than the five seconds it takes someone to pass by, then you\u2019ve lost them. Digital media really isn\u2019t that much different than the real life example.<\/p>\n","protected":false},"excerpt":{"rendered":"
When companies say they want to throw out a newsletter, there\u2019s typically a lot more that goes into it than one imagines. It\u2019s a lot like when someone says they want to start a blog but have never done a blog before. In both instances, people are focused on the message; they\u2019re not focused on…<\/p>\n","protected":false},"author":1,"featured_media":8829,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[154,1526],"class_list":["post-8828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond","tag-email-marketing","tag-landing-pages"],"yoast_head":"\n