How to effectively utilize email marketing and landing pages

24 May 2023
Blue illustrations of email marketing

Although email is the oldest form of digital communication, email marketing, to many businesses, is the most valuable channel available. More people use the service than any other platform today, with the number of users increasing year on year. By 2025, it’s predicted to reach 4.6 billion, which is over half of the global population!

Obviously, as a business, this is a demographic that can’t be missed, especially when it comes to marketing. 61 percent of consumers state that they like to receive promotional emails on a weekly basis, so why not give them what they want?

In this post, we are going to delve into email marketing a little further. In tandem to this, we will explore how you can combine these campaigns effectively with appropriate landing pages to drive your website’s traffic, levels of engagement, and, ultimately, sales.

What is email marketing?

A company’s email marketing strategy is centered around sending promotional messages to people in large quantities, using some degree of automation. If you look in your own inbox right now, it’s highly likely that you will have emails from brands and organizations with whom you have previously been a customer or signed up to the newsletters of.

These small, intimate communications typically detail offers, news, or upcoming events, and feature a call to action of sorts. All of which are designed to get you back onto their website, and spending more of your hard-earned cash on what they have to offer.

A well-designed email marketing campaign allows you to efficiently contact members of your target audience, via the preferred method of the majority. There is a number of tools at hand to make this simple-to-understand process, even easier to execute. They include the likes of Campaigner, Hubspot, Klaviyo, and Mailchimp.

Colorful illustrations of email marketing work

What is a landing page?

If your email campaign is represented by bread, then the landing pages are the butter. They are specific areas on your website, which users will be redirected to after following a call to action. You can use them to nurture relationships and turn prospects into leads, and turn leads into paying customers. Additionally, they’re very useful for directing traffic to specific areas that expound on the action that you want your audience to take.

Landing pages themselves tend to be simple, with many even forgoing the regular header and footer design from the rest of the website. This is due to them being conversion focused, and each being primarily based around a specific call to action.

As an example; to further your connection with a customer base, you may send out an email offering an eBook to download, which is free for a limited period of time. When the recipient reads the email and follows the link for the eBook, they’ll be taken to its specific landing page on your site.

Which landing pages should I apply to my email campaign?

It really depends on what you’re hoping to achieve, advertise, or communicate through your email marketing campaign. For instance, if the email is acting as a follow-up to a sale, and your customer has opted to subscribe to your newsletter, you can use a landing page to thank them and explain a little about what they can expect from your future correspondence.

They can also be used to complement your email’s content. For example, if you wish to adopt a more succinct and minimal design approach to your marketing campaign, you could produce a landing page to elaborate further on the initial points you’ve made.

Similarly, when you’re contacting leads and prospects who aren’t quite ready to commit to purchasing your goods, a landing page that addresses buyer fears or objections may be beneficial in getting them on your side. However, no matter what you do, you need to ensure that your landing pages and campaign follow similar themes, as differing appearances between these information outlets are a huge turn off for clients.

We’re fully aware of how time-consuming all of this can be despite being relatively simple in theory. If you need a hand with email marketing, why not get in touch and we can have a chat!


Written by Steven Dobinson.