When to Squeeze
A marketing email should not ever be an isolated interaction between you and the recipient—it should be a player in a concert designed to delight, woo and convert. Other players in this concert include forms, links, content, assets, and, importantly, landing pages or squeeze pages. For your recipients, these pages should:
- Provide a clear, concise path to becoming a customer.
- Enable them to become customers.
- Resolve any concerns they may have about becoming customers.
Let's cover the basics:
A "landing page" is a web page, either on your site or hosted within your ESP or other site, that details the offer of your call to action (CTA). A landing page provides the visitor with several or numerous information sources or paths to engagement. For instance, you might link to white papers and videos that support your message (see Figure 1 int he media player at right), provide social media icons for connecting, or even reviewing options for feedback. In short, there is no limit to the amount of information you may include on a landing page—but more is not always better.
When more is not better, a squeeze page provides an ideal solution. A "squeeze page" is a Web page with a singular focus on the conversion (see Figure 2). Similarly designed to a landing page, it is without the myriad options one might find on a targeted landing page. On this page you'll have no social icons, no links to your website, and only one option for engagement. As a mnemonic, think of a squeeze page as putting the squeeze on the visitor to do just one thing: complete the call to action referenced in your email.
Landing and squeeze pages provide you with ample opportunities for A/B and multivariate testing. Creating multiple versions of your pages, you can test messaging, buttons, images, color, formats (responsive or static) and much more. What's more, combined with analytics monitoring, you can discern who's visiting, for how long, what they did, where they go and so much more.
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.