Harmonizing Email & Landing Page Flow

6 Strategies to Help Your Followers

• Hear your message, respond to your call, and become active donors

Stay on Strategy

• Define the specific goal and action you want the reader to take
• Calls to action should be clear, visible, and support the goal

Write Compelling Subject and Preview Lines

• Engage the reader with enticing subject and preview lines

Keep Copy on Point

• You have 7 seconds to capture attention
• Emails should be scannable, simple, clear, and inspire an emotional response
• “The first 10 words are more important than the next ten thousand”

Inspire Your Reader to Take Action

• Include 2+ actionable buttons and hyperlink your call to action
• First CTA should be above the fold, consistent buttons train user behavior

Think About the Layout

• Use the space above the fold to capture attention and encourage action
• For text-heavy emails, use an “F pattern” layout to ease scanning
• Use headlines, images, quotes, and lists to guide the reader

Optimize the Experience

• 55%+ view emails on mobile devices, so design for mobile
• Segment audiences and test various elements to optimize engagement

Landing Page

• The final and most critical step in the marketing funnel
• Design landing pages to reflect the email experience
• Keep forms simple, no more than three fields per page for higher conversion rates

Key Components to Consider

• Lead with a compelling headline
• Visually align landing pages with emails for a seamless experience
• Use buttons that lead to a related experience

Giving Forms

• Place forms above the fold, don’t overload with fields
• Copy should be concise, and videos can improve conversion by 80%
• Assign unique links to measure success and remove distractions like main navigation

Questions

• How can you better connect user experience between emails and landing pages?
• What steps can you take to improve conversion on your website or landing pages?

Overview of the Session

• Carly Barron and Ruben Precup focused on harmonizing the email and landing page experience, offering six core strategies to help audiences hear the message, respond to calls to action, and become active donors or buyers.

1. Staying on Strategy

• Carly emphasized the importance of defining the email’s goal from the start and ensuring that calls to action are clear, easy to spot, and aligned with that goal. Overwhelming emails with multiple topics could reduce engagement, so it’s essential to tailor content to the reader’s interests.
• This aligns with the slide about staying on strategy, focusing on making the call to action visible and supporting the email’s main goal.

2. Writing Compelling Subject and Preview Lines

• Carly highlighted that the subject line is the most crucial part of any email, as it dictates whether recipients will open it. She advised using emotional triggers, promises, or teases, and always testing subject lines to see which works best.
• This relates to the slide about writing subject lines, where it was stressed that subject lines should grab attention and encourage action.

3. Keeping Copy on Point

• Carly mentioned that you have only 7 seconds to engage your reader after they open the email. Short, scannable content with compelling first 10 words is essential for keeping their attention. Bullet points and concise sentences help create a digestible flow.
• This connects with the slide about copywriting and reinforces the need for sharp, clear communication that encourages quick action.

4. Inspiring Action with Buttons

• Ruben elaborated on the design of buttons, stressing that primary calls to action should always be buttons, not links. Button consistency (in color and shape) across emails helps users easily recognize where to click. He advised testing emails on mobile to ensure the layout is clear.
• This ties directly into the slide about encouraging action by using well-designed, prominent buttons that make it easy for readers to engage.

5. Optimizing Layout

• Ruben explained how email layout plays a significant role in guiding the reader’s eye. He suggested using an F-pattern layout for text-heavy emails and emphasized how animation and images should reinforce the message without overwhelming the recipient.
• The importance of layout optimization was featured on the slide about designing for readability and engagement, suggesting that clear layouts improve engagement rates.

6. Optimizing the Experience

• Carly discussed the importance of ensuring that emails are mobile-optimized, as more than 55% of users view emails on mobile devices. She recommended segmentation to make emails relevant to different audiences and consistently testing subject lines and creative approaches.
• This relates to the slide about platform optimization, where tailoring emails to devices and audience segmentation was highlighted as essential for increasing engagement.

Landing Pages

• Carly emphasized that a well-designed email means nothing if the landing page fails to deliver a seamless experience. Landing pages should feel cohesive with the email, both visually and functionally, ensuring a smooth transition for the user. Custom landing pages for each email campaign could significantly increase conversion rates.
• Ruben discussed the importance of matching the email’s design elements on the landing page, including consistent buttons, colors, and imagery. He also highlighted keeping donation or purchase forms short and placing key actions “above the fold” to make conversion easier.
• These points reflect the slide about landing page optimization, stressing the need for cohesion between emails and landing pages to enhance the user experience.

Additional Tips

• Ruben advised keeping forms simple with no more than three fields per step, using testimonies for social proof to boost conversion, and removing navigation links from landing pages to avoid distractions.
• Carly reiterated the importance of bolding key words in testimonials and keeping them short for scannability.
• These suggestions aligned with the slides about optimizing forms and using testimonials, reinforcing their role in improving conversion rates.