Ask Haley: Get more action from your call to actions

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Q: What is the best way to get a response from my email marketing?  Should I send people to my homepage with my call to action?

A: Your Staffing Website’s Home Page is a Lousy Landing Page

The biggest mistake most email marketers make is that they send people from the email to the home page of their company’s website.

That almost guarantees little to no response.  But what other options do you have?

To maximize staffing email marketing results, create a specific web “landing page” that coordinates with your email.

Need a little background?  If you’re not familiar with the concept of landing pages, they are merely web pages (which may or may not match the look of your website) that are designed to get the visitor to take a specific action.  Landing pages work with your email, so that by clicking a “call to action” link, viewers understand that they have taken the correct next step.  Ideally, the graphics and messages will carry over from the email design to the landing page.

And now, back to the point of this post…

To get better results from your email marketing, don’t direct readers to your home page.  Instead, direct them to a specific web page that coordinates with your email.  Here are a few examples:

  • If you’re emailing about blog posts, make your blog the landing page.
  • If you’re sharing articles, create a page to display each article and include the appropriate links in the email.
  • If you’re promoting your services, create a page dedicated to explaining that specific promotion.
  • If you’re offering an eBook, direct readers to a page where you collect the visitor’s contact information in exchange for access to your eBook.

Some marketers disagree with requiring people to provide contact information in exchange for downloading content.  We understand the logic behind providing totally free access to content; but, we also find that qualified prospects are willing to give you their contact information in exchange for really good content – and those are the sales leads you want!

So when you design your next email, send your readers where you really want them to go.  Landing pages make it easier for people to take the specific action you want, while making it easier for you to track the effectiveness of your email campaign.

Todd Lewandowski
Marketing Advisor

P.S. Want to see a few examples?

Email Marketing Guide

Guide to Marketing for Staffing and Recruiting Firms

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