It all starts with an email address. First, you get confirmation that your messaging resonates with your prospect, and then your landing page visitor becomes a lead. The best part? You get a direct communication line with subscribers.
While owning your email list means you don’t have to rely on social media’s ever-changing algorithms to get your offers in front of your leads, it’s no guarantee that the path to conversions will be seamless.
Cutting through inbox clutter is no easy feat, but that’s where lead-nurturing emails come in. The emails enable you to build relationships with your audience and move them down the sales funnel until they are ready to become customers.
Carefully crafted emails exponentially increase the chances of your leads converting because they allow you to warm them up for what you have to offer. And how do you get them to make a purchase?
With optimized landing pages.
You can convert leads with emails by connecting the emails to personalized landing pages, where the combination of optimized page elements persuades them to click the CTA button.
So, what is a lead-nurturing email landing page, and what goes into creating one?
Today’s post will discuss the elements of an optimized nurture email landing page and showcase examples of pages designed for conversions.
What are lead-nurturing email landing pages?
While a nurture email sequence allows you to build a rapport with your audience by sending relevant regular emails, the sole purpose of getting someone’s email address is to get them to convert from lead to customer.
Sending emails for no specific purpose isn’t going to do the trick, nor will sending potential customers to a busy homepage—you don’t want to direct warm leads to a page filled with competing offers and multiple choices.
Every email you send should be connected to a relevant, optimized landing page with one conversion goal.
For example, look at BarkBox’s nurture email and corresponding landing page. The email introduces the lead to the offer of a free upgrade for their Star Wars collection of dog treats and toys.
The “Double My Box” email CTA button takes visitors to the following landing page.
The landing page presents the same “double your first box for free” offer and showcases imagery of the Star Wars-themed BarkBox. The rest of the page explains how the service works and features social proof and a “no-disappointment guarantee.”
The BarkBox page features all the elements needed to persuade users to claim the offer and transition from lead to customer.
Now, let’s break down the elements of an optimized email landing page.
Elements of a lead-nurturing email landing page
Every conversion-worthy landing page consists of a core group of elements. Use these page building blocks as a guide when creating your page. Your lead-nurturing email landing page should have the following five primary elements.
A specific, message-matched headline
Your landing page headline should perfectly match the email offer you just introduced your prospects to.
The page headline should also feature your brand or offer’s unique value proposition—what makes you different from your competitors? Why should your lead choose your offer over your competitors’?
An impactful headline determines whether users will even scroll through the rest of the page.
For example, consider Tushy’s nurture email. The bidet attachment brand introduces subscribers to their new product, “The New Tushy Brush,” highlighting why biodegradable scrubbing pads are better for the environment.
The “Shop Now” button takes subscribers to the following landing page.
The landing page headline matches the email offer and highlights the UVP—a guilt-free, eco-friendly toilet brush.
Your landing page needs supporting copy beyond the headline to persuade subscribers to convert into customers. The secret to writing high-converting copy is to describe user benefits and product features.
Let users know how clicking the CTA button will alleviate their pain and bring them pleasure.
Petcube’s email landing page features its emergency fund offer. The email highlights the offer’s benefits and asks subscribers to start their free trial. The email landing page details why the Emergency Fund is worth trying for users.
On-brand visuals that help with conversions
Your landing page visuals should perform the following functions:
- Showcase how your product works
- Create an emotional connection with the visitor
- Help the user understand why they need your product
The RUX email landing page features multiple visuals that nudge the subscriber to get the newest version of the product. The lifestyle images feature the product in its natural habitat, while the product images give visitors ideas on how they can use the “all-in-one system to pack, move, and use your valuable gear.”
CTA button that tells them what to expect
Every visitor on a landing page must make one immediate decision—to act or not. The purpose of the CTA button is to get them to do the former.
An effective CTA button has the power to:
- Get visitors to focus on the right spot
- Allow them to take the desired action
- Tell them what they should expect after the click
A well-developed CTA reiterates your UVP and clearly articulates what visitors will receive in exchange for their click. CTA buttons are arguably the most essential element on your landing page—it’s where the conversion happens. By designing standout buttons and testing color, fonts, sizing, and placement, you can dramatically increase the chances of conversions.
The Punchline email landing page features a CTA button relevant to the offer, contrasts with the page background, and tells visitors what they’ll get when they click it—they’ll learn how to write amusing copy.
Social proof and other credibility elements
Social proof is the influence that people around us have on our decisions. It’s why users flock to buy viral products—like air fryers.
On a landing page, social proof and credibility elements can take multiple forms:
- Direct quotes from customers
- Case studies
- Video interviews or testimonials
- Logos of customer companies
- Press snippets
- Review scores from sites like Yelp, Amazon, or Capterra
Fable’s email landing page features press snippets by notable publications, which shows visitors that the premium pet brand has products worth raving about.
The page also showcases unique user reviews—featuring dogs using “The Game.”
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Convert Leads with Nurture Email Landing Pages
Don’t let your lead nurturing emails go to waste. Connect them to relevant and personalized landing pages that strengthen the relationship with your leads and help you get sales.
For your nurture email landing page to achieve both these goals, it needs to have a relevant, message-matched headline, copy that clearly explains the benefit of the offer, visuals that add aesthetic appeal, a CTA button that tells them what to expect next, and social proof that helps them make the final conversion decision.
Creating landing pages with these elements ensures your relationship with your lead moves beyond getting their email address. Start creating your optimized lead nurture emails and landing pages today.
Written by our guest writer Fahad, a Content Writer at Postclick
Fahad specializes in post-click experiences, advertising trends, and personalization. His expertise spans from advertising platforms to industry trends, optimization best practices to marketing psychology. In his spare time, Fahad loves playing “engineer” with his 6-year-old—breaking apart and then fixing gadgets.