Question

Topic: E-Marketing

'lead Form' In Email Or On Landing Page?

Posted by Anonymous on 8/9/2011 at 1:31 PM ET 25 Points
I'm currently working with my web agency to develop an eblast template for lead generation. Do you think the Lead Form should be in the actual email itself? Or on the landing page within the website?

My initial thought was to have it on a landing page within the website, for a couple reasons - it gets people into your website, also we're B2B so I believe our emails will mostly be received in Outlook and other corporate email providers - and the form becomes obscured and is rendered unusable when it's displayed in a text-only format.

My agency has said that it's not typical to have 2 landing pages (lead form page + download page, after form has been completed). They recommend having the lead form in the email itself. I'm unsure at this point, and any help would be appreciated.

Thank you!
Andrea
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RESPONSES

  • Posted by Joy Gendusa on 8/9/2011 at 4:33 PM Member
    Hi Andrea,

    First off, I've never heard of having a form within the body of an email that leads can fill out. Emails can't run scripts - a form works by using a script that sends the data various places. Maybe I'm misunderstanding what you're saying...

    Anyway, I would suggest you have a landing page with a form, once the lead fills it out, they're brought to a "thank you" page where you have a download button for them to get the report or whatever it is you're offering. Our copmany has this exact set-up with dozens of our free reports and they've been very successful lead generators for us.

    Secondly - I don't recommend using email as a lead gen tool. With all the spamming and privacy laws active today, you could be easily blacklisted, especially when emailing to a purchased list. If you plan on using email as a lead gen tool, the best method to do so, according to our Director of Email Marketing, is when working with another company to offer your services to their clients and vice versa. People don't respond well to unsolicited emails. Email is much more private than say gettinga direct mail piece at your office or house. The ROI on email blasts for lead gen aren't high.

    However, email is a wonderful follow up marketing tool. We use it all the time. We are a B2B business as well. If you're looking to build up your email database, I suggest something like a direct mail or online campaign that drives leads to your landing page with a form to capture their identity, then using your emails to continue your marketing message. We also use these landing pages to post on our various social media sites. They've been very successful.

    I hope this information helps you a bit. Here's an article we wrote on how to build email lists: https://bit.ly/mU9pay
  • Posted by Gary Bloomer on 8/9/2011 at 7:42 PM Member
    A few thoughts:

    Lead form on the site, NOT in the e-mail. In the e-mail
    it looks like SPAM and might not even get seen by the recipient if it's blocked or dropped as an image.

    Your web agency needs to read up on its Internet marketing strategy.

    Ideally, a different landing page for each offer makes your offers easier to split test, otherwise you're clueless as to which combinations of headline, body copy, image, video and so on drive the greatest response and create the highest opt in or sale ratio.
  • Posted by mvaede on 8/10/2011 at 2:47 PM Accepted
    A form in an email would most likely be seen as spam and never get to your targets - especially with Outlook / Exchange.

    Provide a link to your landing page.

    Strongly recommend that you use a different landing page for each step of your leads acquisition.

    First level of info, engaging with customer
    Second level where asking for additional info (asking for too much initially might frighten too many prospects)
    Third level thanking - and maybe offering more info against additional info
    Finally a thank you page for downloading data or providing feedback, reassuring prospects that their info will not be miss-used.

    Mikael
    B2B Marketing


  • Posted on 8/16/2011 at 1:01 PM Author
    Thank you all for your responses!
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