Personalized Emails Need Personalized Landing Pages

Posted by Deborah Johnstone on 6 Dec, 2017


The more landing pages you have on your site, the more leads you’ll get. Landing pages tied to personalized email are one of the best ways to offer concise, targeted messaging that engages your audience.

Email personalization is no longer an option – particularly for sales teams trying to secure and qualify leads. Open rates for personalized email continues to out-perform impersonal messages, but you can’t simply send out email blasts and expect your message to convert. Every time you ask someone to click, you must offer something of value or they’re not moving through the sales pipeline and, possibly, not returning to your brand. One highly effective way to connect email to personalized offers is by creating dedicated landing pages.

Landing Pages: Purpose & Power

Landing pages act as a strategic first step in navigating a niche market, supporting business goals, and closing sales. They function as an optimum lead generation tool allowing you to gather information that can be used to refine future campaigns.

The Goal: Action

Personalized email communication should always be driving your audience toward valuable information with the aim that they take action. Landing pages are a vital conduit supporting that goal. This becomes critical when targeting content to different customers at different stages of the buyer’s journey.

It’s not enough to simply link to your homepage. Each link must be thoughtful and tactical, driving users to complete a specific task and engage with your brand.

Do you want your audience to download an e-book, subscribe to a newsletter, or fill out a survey? The beauty of well-made landing pages is that you have the option of compartmentalizing any action, focusing your audience on the one thing you want them to do.

How Landing Pages Work with Personalized Email

  1. By driving your email audience to a specific landing page, you concentrate them on a single task. Without the landing page, a customer is left to wander through the website, often amid a sea of clutter, searching for the appropriate next action.
  2. Landing pages directly tied to an email generate behavioral insights that provide essential data for future initiatives.
  3. The content of landing pages can be much direct than the content of an email, incorporating focused keywords and clear calls to actions that reduce friction in the decision-making process and cater to various stages of the buyer’s journey.
  4. If your landing page accomplishes its objective (convincing its audience to fill out a form, download a white paper, etc.) your prospect is much more likely to believe that you understand their problems and are able to provide a solution.
  5. Credibility and brand awareness are improved, particularly if you consistently offer targeted content across multiple forms of media.

Including links to dedicated landing pages in your personalized email could be marketing team’s secret weapon and your sales team’s best friend. A landing page that offers tangible benefits to your audience allows you to track and collect data, fill the sales pipeline, capture leads, and build brand credibility.

Ready to stop guessing and start closing? Check out our free guide that walks you through how to sell to anyone and download our free e-book - Good Sales vs. Bad Sales.


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Tags: Personalization


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