you mai Aviva Katapult even decid to us your email messag as the teaser with a CTA link to a full sale letter on the land page,A lternatively. as shown in thi exampl from Michael Stelzner, founder of WhitePaperSource
onlin marketing,It' true. especi email, is well on it wai to overtak direct mail in term of annual ad spend. While some peopl mai be predict the end of print media in general, I see onlin market as the evolut of direct mail. But don't fret! There' no reason for market to feel like we have to reinvent the wheel. In fact, there' much we can learn from direct mail to help us succe with our interact advertis efforts.
Land page ar respons mechanisms.
sale letter,There ar 3 kei element of a direct mail package: outer envelope. and respons form. In email marketing, the "outer envelope" includ your "From" line return address , subject line and pre-header/snippet text teaser .
in some case land page have even replac BRC as the respons devic for tradit direct mail becaus thei re easier and more convenient. These ar the first thing peopl read befor thei decid to even open your email. The "sale letter" is the email messag itself. So that mean that the land page is your "respons form" or "busi repli card". In fact.
you onli have two second to convinc peopl to open your email and read further rather than throw it awai or delet it. You need to make your teaser copi entic enough for peopl to open your email and read on,Just like direct mail. and your email content need to be persuas enough to make them want to click through on your call to action bring them to the last thing thei ll see befor thei convert from a prospect to a lead or customer, which is your land page.
thi typic involv fill out a Web form and submit their respons to you i.e. to regist for an event,The land page is the mean by which reader can commun their need to you. In B2B marketing. download a white paper, book a product demo, subscrib to a newsletter, etc. . Thus, the Web form help you collect inform from peopl who ar at differ stage of the purchas process. On the other hand, in B2C market it s about make the sale – get peopl to fill their shop cart and check out. For both B2B and B2C marketing, the land page is the most import element, just like the respons form is the most import part of a tradit direct mail package.
Land page must stand on their own to make the sale.
some email recipi mai be click-happi and skip the email completely,It is import to summar the offer and kei benefit on the land page. Some savvi direct mail recipi go directli to the respons form to find out what the offer is. Likewise. jump right to your land page. Thei mai even forward the land page URL to a friend or colleagu who mai never see the origin email message.
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