Five Ways to Capture E-mail Addresses of Landing Page Visitors

Most Internet marketers I know who use landing pages to make direct sales online focus on conversion: getting the maximum number of visitors to the landing page to place an order for the product being advertised.

Other Internet marketers, when writing landing page copy, focus not only on conversion, but also on search engine optimization: keyword selection and meta tag creation that can increase traffic by raising the site’s search engine rankings.


But in addition to conversions and unique visits, savvy Internet marketers are also concerned with a third performance metric: e-mail address capture.

If you have a two percent conversion rate, then for every 100 visitors to the landing page, only two buy—and of course, during these transactions, you capture the e-mail addresses of those buyers.

What happens to the other 98 visitors—those who do not buy? You will not be able to add their e-mail address to your list unless you incorporate a deliberate methodology into your landing page to capture it.

How to Write Subject Lines That Get Your E-Mail Opened and Read

When prospects get your e-mail marketing message, they make a quick decision, usually in a couple of
seconds, to open or delete it based largely on the subject line. But given the glut of promotional e-mail
today, how can you convince a busy prospect—in just a few words—that your message is worthy of attention?

The “4 U’s” copywriting formula—which stands for urgent, unique, ultra-specific, and useful—can help. Originally developed by my colleague Michael Masterson for writing more powerful headlines, the 4 U’s formula works especially well with e-mail subject lines. I’ll share it with you now.

According to this formula, strong subject lines are:

Urgent

Urgency gives the reader a reason to act now instead of later. You can create a sense of urgency in your subject line by incorporating a time element. For instance, “Make $100,000 working from home this year” has a greater sense of urgency than “Make $100,000 working from home.” A sense of urgency can also be created with a time-limited special offer, such as a discount or premium if you order by a certain date.