Emails, Landing Pages, Thank You Pages, Thank You Emails

Marketing Best Practices

  • If a Landing Page has a form that will be filled out be sure to consider the following two items:
    • Required: Thank You Page (TYP) - The TYP gives us a place to track conversions. We should not simply show a "Thank You/Success" message on the original Landing Page (called an "inline thank you").
    • Optional: Thank You Email (TYE) - The TYE is a best practice and serves as a follow-up reminder to the user that they submitted information to the company. A TYE should be created and setup when possible. This establishes familiarity, which is important because we will likely follow up with them via phone as part of a paired outbound service.
  • It's helpful to have "social titles" built out in concert with the landing pages so we have "banners" to use in the potential future promotion of the message. 
  • If a client purchases an email and a landing page, in theory, we should have access to all of those levers. 

 

LP Components

  • Meta Tags: Meta tags are important because they give Google a clear signal about what the pages are about, and Google uses the information to organize content for SEO purposes as well as for other ranking factors for Adwords PPC. It is important to include keywords that we wish to rank for in Google search results and will be in the ad copy and the keywords we will be bidding on in the campaigns.
  • Title: This is an opportunity to describe what the page is about and to use valuable real estate to add more information that Google can use to rank content.
  • Meta Description: Meta Descriptions are equally important to describe to Google what the page is about but it also allows users to see what the page is about when they are viewing the search result. It is important to include keywords that we wish to rank for in Google search results and will be in the ad copy and the keywords we will be bidding on in the campaigns. In our case, since this is a landing page, we are using this description to further describe to Google what the content of the page is about, which helps us perform better with our ad campaigns. Additionally, it is a good idea to include in case the page is ever indexed by Google.
  • Page URL: The final URL that is created for the landing page is important for similar reasons as the meta tags above.  The URL should include some keywords that will be in the content and ad campaigns, which will benefit us against our competition that bids on the keywords as well.
  • Content: To create a good user experience, the content should include what the user can expect from interacting with the page. The content should also include keywords that will be included in the ad copy and keywords that we will be bidding on in the campaigns. Doing so will help us compete with others that are bidding on the same terms.

 

LP Build Options

  • If customer has HubSpot, attempt to use this platform first and foremost
  • If customer has HubSpot but their subscription doesn't include LPs, host LPs on Unbounce
  • If customer does not have HubSpot:
    • Host LP on client's Wordpress website if they use that for their website OR
    • Host LPs on Unbounce

 

Email Build Options

  • If customer has Hubspot or other Marketing Automation Platform, this is preferred
  • If customer does not use a MAP and does not have any other email system in place, setup a MailChimp account for client to use

 

Using Unbounce

  • Unbounce is best used for one-off campaign or surveys and is not a long-term solution for ongoing marketing work
  • Must start by setting up a subdomain on Unbounce. Refer to Process Page: Creating a Subdomain.
  • If building in Unbounce, we do not need to assign a designer's time or produce a .jpg design comp.
  • We only need to provide the strategist with fonts, font size, logo files, and image elements in .png format.

 

Project Request for Landing Page, Email, Thank You Page, Thank You Email

  • If TSL is only completing builds using client-provided content, download this form and send to customer OR fill out with them on a call to ensure we have all necessary details.
  • If TSL is handling the copy and/or design as well as builds, refer to the project request template below for planning. This should be transferred to the Clarizen discussion post with details.

Content

  • Content to refer to as a resource for messaging
  • Content piece or reference info to include as a link within copy
  • CTA information: What will be offered or what is the desired action?
  • For survey campaigns:
    • What are the terms and conditions for this survey and its responders?
  • Design - If custom design is needed:
    • Link to existing pages to look to for inspiration
    • Image types to use or avoid
  • Design
    • Which logos should we include?

Build: General

BEFORE REQUESTING A NEW LANDING PAGE, PLEASE FILL OUT THIS FORM to make sure the developer or strategist has all the required information up front. 

  • Location (HubSpot, Unbounce, Other):
  • HubSpot Portal ID (If applicable):
  • Unbounce Subdomain (If applicable):
  • Internal Page Name:
  • Landing Page Template or Page to Clone:
  • Submission Date of Build Request:
  • Required Due Date of FINALIZED content:
  • Campaign Name:
  • Required Workflows (What automation is required?): 

Build: Landing Page

  • Page Title:
  • Meta Description:
  • Page URL:
  • Form Title:
  • Required Form Fields:
  • Block Free Email Addresses? (Yes or No): 
  • Email(s) address(es) to receive form submission notifications:
  • Email to be assigned Contact Owner of the responder in HubSpot:

Build: Thank You Page

  • Thank You Page Internal Name:
  • Thank You Page Template:
  • Thank You Page Title: 
  • Thank You Page URL: 

Build: Thank You Email

  • Thank You Email Platform (MailChimp, HubSpot, etc):
  • Thank You Email Internal Name:
  • Thank You Email Template:
  • Thank You Email Subscription Type (Marketing Info, etc):
  • Thank You Email Sender Name:
  • Thank You Email Sender Email:
  • Thank You Email Subject Line:

Build: Email

  • Email Platform (MailChimp, HubSpot, etc):
  • Email Internal Name:
  • Email Template:
  • Email Subscription Type (Marketing Info, etc):
  • Email Sender Name:
  • Email Sender Email:
  • Email Subject Line: