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Campaign Types

Landing Page

A standalone web page designed for a specific campaign, where email recipients land after clicking a link.

Definition

A landing page is a dedicated web page designed for a specific marketing campaign or offer. When email recipients click through, they land on this focused page rather than a general website homepage. Landing pages have a single objective - capture leads, drive purchases, or prompt specific actions - with minimal distractions.

Why It Matters

The right landing page dramatically improves email campaign conversion rates. Sending clicks to your homepage forces visitors to navigate and find what the email promised. A dedicated landing page continues the email's message with a clear path to action. Message match between email and landing page is crucial for conversions.

How It Works

You create a page specifically matching your email campaign's offer or message. Email links point to this page rather than general website pages. The landing page mirrors the email's design, extends its message, and provides a clear call-to-action. Different campaigns get different landing pages.

Best Practices

  • 1Maintain message match between email and landing page
  • 2Use consistent design and branding across email and page
  • 3Include one clear call-to-action per landing page
  • 4Remove navigation that could distract from conversion
  • 5Test landing page variations to optimize conversion

Frequently Asked Questions

Not necessarily, but important campaigns benefit from dedicated pages. Promotional emails, lead magnets, and time-sensitive offers definitely warrant dedicated landing pages. General newsletters can link to existing content.

Message match means the landing page continues the conversation the email started. If the email promises '50% off widgets', the landing page should immediately show widgets at 50% off. Mismatched messages confuse visitors and kill conversions.