A Closer Look at Email Engagement [Infographic]

Everyone knows that you should use landing pages with lead gen forms to collect emails to build your list, but the inverse is also true. You should be sending your email marketing campaigns to landing pages, and here’s why:

  1. You can target the messaging specifically to your email content – something you can’t do if you’re linking from your email to your homepage or some other page on your site.
  2. You can get real-time conversion and traffic stats to measure the effectiveness of your campaign.
  3. You can A/B test your landing pages to optimize them for higher conversions.
  4. Your emails can be shorter and more succinct, as the majority of the content can be placed on your landing page. This will improve your chances of the email being read the whole way though, and makes your CTA bigger in relation to the length of the email.

Tip: Send plain text emails. Not only do they display properly in all email readers (as opposed to HTML emails that can get blocked or show poorly), but they also look more personal and tent to perform better.

Just remember, landing pages are your friend for both sides of the email marketing process. And with that in mind, enjoy that stats in the email infographic below, and remember to share the Tweetable tips at the bottom of the post so you’ll sound like an email expert.

Infographic by Litmusg


Share these stats with your followers. And don’t worry, you can change the tweet text before it goes out.

  • 77% of U.S. online consumers say they’ve become more guarded about giving companies their email address
    » Tweet This «
  • 18% of U.S. online consumers say they never open email from companies
    » Tweet This «
  • 54% of people said they unsubscribed because emails came too frequently
    » Tweet This «

— Oli Gardner

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About Oli Gardner
Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international keynote speaker, Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. He was recently named the "The 2018 Marketer to Watch," in the under 46 category, by his mother.
» More blog posts by Oli Gardner