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Some email marketers often 𝐦𝐚𝐤𝐞 𝐭𝐡𝐞 𝐦𝐢𝐬𝐭𝐚𝐤𝐞 𝐨𝐟 𝐞𝐦𝐚𝐢𝐥𝐢𝐧𝐠 𝐚𝐬 𝐦𝐚𝐧𝐲 𝐩𝐞𝐨𝐩𝐥𝐞 𝐚𝐬 𝐩𝐨𝐬𝐬𝐢𝐛𝐥𝐞 𝐭𝐨 𝐦𝐚𝐱𝐢𝐦𝐢𝐳𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬.

What they don’t realize (until after the damage is done) is that this 𝐬𝐚𝐛𝐨𝐭𝐚𝐠𝐞𝐬 𝐈𝐏 𝐫𝐞𝐩𝐮𝐭𝐚𝐭𝐢𝐨𝐧.

An unsolicited or irrelevant email will go unopened—and email open rates are critical to IP reputation.

The only way to keep open rates (and IP reputation) high is to be selective with your email list.

👉 Don't send your users trashy emails
👉 Don't send irrelevant emails to your users or you risk going to spam

Make sure to 𝐫𝐞𝐯𝐢𝐞𝐰 𝐲𝐨𝐮𝐫 𝐞𝐦𝐚𝐢𝐥 𝐥𝐢𝐬𝐭 𝐞𝐯𝐞𝐫𝐲 𝟔-𝟏𝟐 𝐦𝐨𝐧𝐭𝐡𝐬.

Retain only those email addresses that show the greatest open rates, and discard the rest. 👍

𝐘𝐨𝐮 𝐧𝐞𝐞𝐝 𝐭𝐨 𝐜𝐚𝐩𝐭𝐢𝐯𝐚𝐭𝐞 𝐲𝐨𝐮𝐫 𝐰𝐞𝐛𝐬𝐢𝐭𝐞 𝐯𝐢𝐬𝐢𝐭𝐨𝐫𝐬 𝐭𝐡𝐞 𝐦𝐨𝐦𝐞𝐧𝐭 𝐭𝐡𝐞𝐲 𝐜𝐨𝐦𝐞 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐬𝐢𝐭𝐞.

For that reason, it’s important to know how to create compelling landing pages that are optimized for lead capture or sales.

𝐋𝐚𝐧𝐝𝐢𝐧𝐠 𝐩𝐚𝐠𝐞𝐬 𝐚𝐫𝐞, 𝐪𝐮𝐢𝐭𝐞 𝐬𝐢𝐦𝐩𝐥𝐲, 𝐭𝐡𝐞 𝐩𝐚𝐠𝐞𝐬 𝐭𝐡𝐚𝐭 𝐲𝐨𝐮 𝐞𝐧𝐜𝐨𝐮𝐫𝐚𝐠𝐞 𝐩𝐞𝐨𝐩𝐥𝐞 𝐭𝐨 “𝐥𝐚𝐧𝐝 𝐨𝐧” 𝐰𝐡𝐞𝐧 𝐭𝐡𝐞𝐲 𝐜𝐨𝐦𝐞 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐰𝐞𝐛𝐬𝐢𝐭𝐞.

You can either direct people to a landing page with a paid marketing campaign (e.g. AdWords, email marketing, or Facebook ads) or optimize the page for search.

Landing pages serve a dual purpose: They drive search traffic to your page (by showing up high in search results) and they generate leads or sales (by encouraging visitors to give an email address or purchase a product).

It’s important to note of the tips below to create an effective landing page:

𝟏. 𝐒𝐡𝐨𝐰 𝐨𝐟𝐟 𝐲𝐨𝐮𝐫 𝐩𝐫𝐨𝐝𝐮𝐜𝐭.

Landing pages are like salespeople that live on your website. The best salespeople are friendly, direct, and thorough. Most importantly, a good salesperson—and a good landing page—understands and addresses the customer’s needs.

As you design your own landing page, keep the following lessons in mind.

𝐊𝐞𝐞𝐩 𝐢𝐭 𝐛𝐫𝐢𝐞𝐟: There’s no need to ask for information you don’t need. Cut out any field that’s not 100% necessary—in one case, a company that removed a field for phone numbers saw a 5% increase in conversion rate.

𝐒𝐞𝐫𝐢𝐨𝐮𝐬𝐥𝐲, 𝐜𝐮𝐭 𝐨𝐮𝐭 𝐟𝐢𝐞𝐥𝐝𝐬: In most cases, all you need is a name and an email address. Sometimes an email address is enough. The fewer fields you have, the higher your conversion rate will be.

𝐓𝐞𝐬𝐭 𝐲𝐨𝐮𝐫 𝐛𝐮𝐭𝐭𝐨𝐧𝐬: Designing the perfect button is a science and an art. Make a good-looking button, but test the color, shape, and text to improve your conversion


𝟐. 𝐓𝐚𝐥𝐤 𝐚𝐛𝐨𝐮𝐭 𝐚 𝐩𝐫𝐨𝐛𝐥𝐞𝐦 𝐲𝐨𝐮𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 𝐡𝐚𝐯𝐞.

Another way to create a successful landing page is to talk about a general problem that your business can solve. If you own a bicycle shop, for instance, you could create a landing page explaining how to repair a flat tire and offer your own products when you talk about the tools and parts that are required.

When you construct your landing page, remember that the customer is searching for something.

Your goal should be to offer a solution subtly, rather than overtly pushing your product.

Building a great landing page takes a lot of research, effort, and revision. One of the best things to do is look at existing pages that are successful.

Go and give these a try. Best of luck with your landing pages! 👊

𝐄𝐦𝐚𝐢𝐥 𝐡𝐞𝐚𝐝𝐞𝐫𝐬 𝐚𝐫𝐞 𝐤𝐢𝐧𝐝 𝐨𝐟 𝐥𝐢𝐤𝐞 𝐚 𝐦𝐨𝐯𝐢𝐞 𝐭𝐫𝐚𝐢𝐥𝐞𝐫.

They give your readers just enough information to be intrigued, but not too much that they feel like they've seen the whole thing.

Studies show up to 50% of subscribers decide to open a message based on the subject line.

It’s the first thing your customers will look at and allow them to decide whether the mail they’re reading is attractive enough to keep scrolling through.

And a good header needs to be attractive, brand-identifiable, set the tone for your email, and get to the main points.

There are lots of different ways to catch your readers’ eyes and attention. You can be… 👇

𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧𝐚𝐥 .
- Cat’s outta the bag! Surprise sale tomorrow—up to 50% off!

𝐏𝐨𝐞𝐭𝐢𝐜.
- Marketing attribution: Tips & Types, Which One is Right?

𝐏𝐮𝐧𝐧𝐲.
- New arrivals! Seriously cool (warm) jackets.

𝐈𝐧𝐪𝐮𝐢𝐬𝐢𝐭𝐢𝐯𝐞.
- Hmm no posts last week? [Tips if you’re stuck!]

𝐋𝐲𝐫𝐢𝐜𝐚𝐥.
- Oops [figure in the news] did it again…

Don't be afraid to be creative and playful when creating ideas for your email headers. Keep in mind that the best email headers are short, sweet, and to the point. 📧 👍