Email Landing Pages Part 4: Scan

Email Landing Pages Part 4: Scan

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John Smith
Published: 9th August 2013

I expect many of you are currently busy preparing your email content in readiness for contacting schools in the Autumn term. However, getting your email content right is only half the battle.

If your email does its job and generates interest then teachers will often look for links to your website so they can find out a bit more about you. This is where you need your landing page to convert that initial interest into sales.

To use a footballing analogy, your landing page is a little bit like your star striker. No matter how much attractive football you play, if you haven't got that star striker to put the ball in the back of the net then you're not going to win many matches!

My previous posts have looked at ensuring your landing page leads teachers towards your desired outcome, and builds trust along the way.

My final 3 tips relate to the 5 seconds that follow a teacher clicking on a link to your website. During this 5 seconds teachers will scan your landing page and decide whether to read in detail or exit, so it's crucial you get this right:

#9 Keep it short, sharp, and crisp

With teachers deciding within 5 seconds whether or not to read on, it is essential that you don’t overwhelm them with too much content. If it looks daunting then they will give up and you’ll lose them before they’ve even read a word.

Ensure your landing page is visually appealing with plenty of white space to prevent it appearing overcrowded. Use headings, crisp language, and bulleted text, ensuring the most important information is visible without scrolling.

By the time teachers arrive at your landing page they’ve already spent time reading your email and clicking on a link so much of your goodwill quota has already been used up. Cut the fat and strip it right back to the core message.

#10 Visual clues are crucial

Visual cues are crucial for encouraging teachers to linger on your landing page. We often discourage the use of too many images in your emails to enhance deliverability and improve your responses; however those rules don’t apply to your landing page.

Instead of telling teachers how much children enjoy your workshops, try including a couple of great photos of them doing just that. You’ll find that you’re able to reduce the amount of text drastically if you use pictures to tell your story.

In those 5 seconds when teachers are scanning your landing page, they will be able to glean far more clues from images than from scanning your text.

#11 Calls to action on every page

Remember, it’s not just your email that needs a call to action. What do you want your prospects to do? Make sure your landing page leads them to that end.

While we often encourage you to use a plain text format when emailing teachers, it’s important that your landing page includes a call to action that is prominent, large, and looks clickable. Don’t be afraid to use big buttons and make them stand out by using colours that are not part of your website’s usual colour scheme.

Give somebody 5 seconds to scan your landing page and then ask them to describe their first impressions. How much information did they manage to glean from that quick scan?
Generating interest and directing teachers to your website is only half the battle.

Converting that interest into actual sales depends upon you ensuring your landing pages engage teachers long enough to close the sale.

Marketing to Schools Email Teachers Schools Database

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