When you send an email to your customers or prospective customers, you’re looking for them to take action. In the fantasy sports arena, that means downloading your app, signing up for your daily projections newsletters, answering a survey question or joining a DFS contest. But let’s face it, even when you create the most kick-ass email campaigns, getting subscribers to take action isn’t easy. And you’re not alone. Even the best email marketers struggle with conversion rates. According to Econsultancy, a research, data and insight company, less than a quarter (22 percent) of surveyed companies say they are ‘quite satisfied’ with conversion rates. There is a way to “fix” this stat.
Conversion rates skyrocket when email campaigns are paired with landing pages. In the digital marketing world, these two components should go hand-in-hand. And in the competitive space of fantasy sports businesses, the way these assets work together can be the difference in gaining a customer or driving them to your competitor.
In past posts, we’ve discussed how to make landing pages an integral part of your digital marketing strategy. But without the avenue to drive traffic to those pages, you’re wasting your time. This post focuses on how, when combined properly, your fantasy sports business’ email efforts and landing page implementation can drive conversions like you’ve never experienced.
Why are landing pages so successful?
The answer is simple. Landing pages have one goal: to deliver a focused message to your subscribers. By focusing on only one thing, landing pages inherently increase the likelihood of someone taking action. A good landing page strips out any superfluous navigation links, advertisements, copious amounts of text and images, etc. In other words, all distractions go away and the visitor can focus on the message at hand.
How do you effectively combine email and landing pages?
Creating an email + landing page one-two punch takes attention to detail and digital marketing smarts. But overall, it’s a fairly easy process IF you take these six things into consideration.
1. Repetition is important
When developing an email/landing page combination, repetition is paramount. It’s important in the messaging, and equally important in design. This means you should be using the same verbiage, color scheme, fonts and overall layout and design. When a subscriber clicks on an email’s call to action, they should be taken to a landing page that looks almost identical. This helps the user understand that they have arrived at the place they were interested in.
2. Make it simple
We don’t care what you’re promoting – what kind of contest you’re wanting people to join; what kind of newsletter you want them to subscribe to; what kind of lineup optimizer you what someone to utilize – you don’t need a lot of text to convey your message. You can’t overcomplicate either the email or the landing page. This leads to confusion which leads to email/landing page abandonment. In addition, stick to one image, whether that’s a stock photo or a product/website screenshot. De-clutter the page as much as you can so your subscriber can find the call to action immediately.
3. Make it responsive
According to Litmus, an email marketing analytics company, 53 percent of all emails are opened on a mobile device. So when designing your email and landing page campaigns, it’s imperative that you utilize a responsive format. This is especially important on your landing page.
4. Reinforce the need to take action
In both the email and landing page environments, reinforce the importance of taking action. If you’re attempting to get someone to try your lineup optimizer for a 30-day trial, give them quick benefit statements as to why that’s a good idea. An easy way to do this could be through a customer testimonial. Potential customers want to hear what other users think. These testimonials can tell your story better than a bunch of text ever could.
5. Don’t get greedy with multiple calls to action
One – that’s all you need. Some marketers utilize multiple calls to action in email campaigns. Remember rule No. 2 above. You’ll confuse your subscribers if you have a main call to action and other calls that might drive traffic to other parts of your website. The purpose of your email message and landing page is to keep your subscribers focused on one objective. This isn’t the opportunity to provide additional opportunities.
And remember, your one call to action should be easily identifiable. A recognizable button or larger font on a link should do the trick. Bottom line, your subscriber/visitor shouldn’t have to search for the call to action.
6. Short forms are the best forms
The key to a successful landing page is providing a form to capture the lead’s information. The simpler the form, the better. Here’s the million dollar question: how many fields should your landing page form have for optimal conversion rates? According to Ubounce, a company focused on creating landing pages for businesses, says a form with three or less fields will have a conversion rate of 25 percent. That rate decreases as more fields are added.
Combining email campaigns and landing pages is instrumental in creating the best conversion rates for any digital marketing initiative. It might be considered an art to some, but for the fantasy sports industry, it’s a necessary synergy in your digital strategy.
Need help with your email marketing campaigns? Contact FantasyMeter today at email@example.com or (817) 729-8771.