Marketers focus so much of their energy trying to get the customer to click – whether it’s in an email, a paid ad, or social post. But once a customer clicks it's essential to follow through with valuable content to actually get that customer to convert.

In this third blog of our series on ways to drive results through email (check out: How to build a strong foundation for your email marketing strategy and How to boost metrics and drive engagement with your email content) we’re uncovering strategies that can help you maximize the beyond-the-click experience. 

The crucial role of landing pages, website, forms, and more

When a customer opens your email, you have only a few seconds to grab their attention and get them to the call-to-action (CTA). And, if they do click the CTA, your landing pages, websites, or forms need to be optimized to deliver.

To truly complement your email campaigns, ensure that your landing pages are relevant, visually consistent, and purposefully driven, keeping content clear and free from distractions. Landing pages work best when they mirror the email’s graphics so the two are related visually and stay on message. Don’t try to do too much or distract from the reason they clicked—only include one CTA.

Directing customers to your website or app from the email can also be effective. Typically, you can offer more detailed content, and you can track their activity. With more insights on your customers, you can provide better segmentation, targeted recommendations, and relevant offers moving forward.

Keep in mind that you should prioritize forms to collect contact info. When possible, pre-populate form fields to make it easy for customers to submit. It speeds up the process for the customer and shows you’re paying attention to who they are, making their interaction with your brand smoother and more impressive.

It’s all about automation

According to the our 2024 Benchmark Report, 40% of subscribers engage with automated emails on average. That’s a huge opportunity to refine your automation strategy and capture customer attention.

Additionally, drip campaigns can be used for awareness, cross-selling, and upselling, and these campaigns can be robust or micro-focused. On a high level, drip campaigns involve multiple emails so it’s less about urgency and more about relevant, timely content.

Finally, remarketing to interested but unconverted customers is another effective tactic. By tracking their website behavior, you can update them on discounts and price drops or restocks to increase the chances of conversion.

• Tip: Use AI to determine which retargeting approaches will work best with each target subscriber, including identifying the right timing, offers, and incentives. AI can analyze your customers’ patterns and deliver content that hits the mark and results in a conversion. 

For more insights watch our on-demand webinar, Driving results through email: Maximizing deliverability and engagement or download our ebook with MarketingProfs, How to make email work even harder for you.