Email Landing Pages Part 3: Trust

Email Landing Pages Part 3: Trust

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John Smith
Published: 29th July 2013

Last week we looked at how your email landing page has just 5 seconds to capture teachers' attention. Fail to make an impression in that time and you'll lose your audience before they've even bothered to read what you have to say.

In my last post, I shared my first four tips for optimising your landing page's performance. Today I'm looking at the second category, 'Trust' and sharing another four tips (well we can't have you twiddling your thumbs all summer can we?)

If your landing page doesn't immediately inspire confidence then teachers are unlikely to hang around for long. Don't forget that your landing page is the first chance teachers get to see the 'real you' and not just the image that you wanted your marketing email to convey.

You need to make sure that their first impressions of your company work to build trust if you want to convert their initial interest into an enquiry.


#5 Education sector specific

This is something that most companies will not even need to consider. However, for those companies that work with other sectors besides education it could be the single most important of my 11 tips.

To build trust with your teachers you must show them that you are serious about education and not simply treating it as a profitable side-line. The best way to show this is to ensure that your landing page is bespoke to the education sector.

Try removing navigational buttons to web pages catering for other sectors to show that you are a specialist in the education sector.

#6 Show that you're no novice

In your email you have probably alluded to your previous work with schools. Many of the teachers that click on a link within your email are likely to be looking for some evidence of this.

Show teachers that you are a trusted supplier to the education sector by including testimonials from their peers. They will be much more willing to believe other teachers than just take your word for it.

#7 Include your full contact details

It can arouse suspicion and be frustrating if your landing page doesn’t provide your full contact details. You need to show that you want teachers to get in touch with you if they wish to discuss anything.

Including your physical address, email address, and telephone number is a must. Also a link to a ‘meet the team’ page is great for showing that you are a friendly, personable bunch who teachers shouldn’t be reluctant to contact.

#8 Link to your privacy policy

Many landing pages contain a form where the teacher is asked to provide some of their personal details in order to download material or sign up to something. This is great; if you can capture the details of any interested parties then you can utilise this to market any follow up offers you may have.

However, there are a couple of important points to remember: Firstly, ensure that you are not asking for too much information or anything that might seem unreasonable and make teachers reluctant to complete the form. Secondly, make sure you include a link to your company’s privacy policy so that teachers can see that you are going to use their details in a responsible manner.

If you're planning to email teachers in September then you should be using the next 6 weeks to ensure you have the infrastructure in place to support your marketing campaign. Taking a closer look at your landing pages is a great place to start as they are the place where you can turn interest into sales.

I'll be posting my final 3 tips later this week.

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Selling to Teachers Email Landing Pages UK Schools Marketing

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