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Key Elements of a High Converting Email Landing Page

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Key Elements of a High Converting Email Landing Page

When creating an email landing page, it is important to have the key components within the email to achieve high conversions. The seven key elements are the headline, the offer, the call to action, product presentation, a confidence builder, descriptive copy, and sign up process. Now some of these elements are optional as there are many ways to create content and layout for an email landing page. The three most important content elements for a landing page are the headline, the offer, and the call to action. Aside from the key content needed, the design and layout of an email is equally as important to how it converts.

According to Hubspot’s, 2012 Marketing Benchmarks Report, 55% of companies see an increase of leads when they segment their marketing efforts and send each to separate landing pages. They saw this jump in leads just by increasing their landing pages from 10 to 15 pages. Layout is also a key factor in how a landing page performs according to Marketing Sherpa’s Landing Page Optimization Benchmarks Report.

Let’s look at each of the key content elements:


The the title of any written piece which is what captures the reader’s attention or not. It is the content that either gets the email read or bypassed. Creating a compelling title is critical in getting the consumer to convert. Statistics show that on average, 8 out of 10 people will read the headline, but only 2 will actually read the rest of the article. The headline essentially determines how effective your copy is to the reader.

Descriptive Copy

An extension of the headline and provides more information that helps sell the product or service.


Any product or service discounts that a business is offering its customers. Some examples of offers are; 0 Down, 2.5% APR, No Fees, $100 off, etc.

Call to Action

The copy that tells the customer to take an action on what has been offered within the email. This directs them to take the action you want them to do which could be to make a purchase, to sign up for a newsletter, request for more information, get a quote, etc.

Example Call to Action Buttons

  • Learn More
  • Get Started
  • Click Here
  • Contact Us
  • Download Now

Product Presentation

An image of the product or service that is being presented in an email. It is important to show the product because let’s face it we live in a world where image is everything. A study done by David Daniels on about consumer email behavior found that 55% of consumers actually turn images on when they receive an email. So having an image is important so that the consumer can visualize themselves using your product or service.

Confidence Builder

Providing the consumer a feeling of trust and confidence that your business will provide the service or product it promises. These trust factors could be a list of benefits, testimonials from past customers, trust seals like having a better business bureau seal all give the consumer the feeling that they will be safe doing business with you.

Sign up Process

Usually is a fill out form that captures the customer’s contact information. This is an optional element that may or may not be important to get the person to convert.

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