Introduction

In this lesson, you get exposed to a research-based approach to designing the landing page. In the case of your first landing page - it will double as your home page. Over time your landing pages will be driven by the campaigns you run. You will likely build a specific landing page for each of your campaigns.  As this occurs, your Home page will change to be more of a central location for updating and directing visitors.

Learning Objectives

• Understand how to develop an email e-Marketing campaign.
• Develop a lead magnet and leverage the lead magnet in your marketing campaign
• Understand how to develop a Landing Page and how the lead magnet can increase the effectiveness of a landing page.

Theory Corner

The theory behind email marketing is that it is an effective way to reach and engage with a large audience of potential customers through direct and personalized communication.

The key theories behind email marketing are:

1. Segmentation: Email marketing allows you to segment your audience based on demographics, interests, behavior, and other factors. This helps you create more targeted and personalized messages that are relevant to each segment of your audience.
2. Direct communication: Email marketing provides a direct and personal form of communication between your business and your customers. This helps build relationships with your customers and keeps them engaged with your brand.
3. High open rates: Emails have high open rates compared to other forms of digital marketing, meaning that a large percentage of your target audience is likely to see your message.
4. Measurable results: Email marketing allows you to measure and track the success of your campaigns through metrics such as open rates, click-through rates, and conversion rates. This helps you make informed decisions about future campaigns and continually improve your results.
5. Cost-effective: Email marketing is typically a cost-effective way to reach a large audience, with the ability to scale up or down depending on your budget.

In summary, the theory behind email marketing is that it provides a direct, personalized, and cost-effective way to reach and engage with a large audience of potential customers through targeted and measurable communication.