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Email campaign landing page playbook
This playbook keeps the message consistent from subject line to landing page for newsletters, nurture sequences and product announcements, where one page often serves several emails and segments.
When to use it: Use it when several emails or segments link to the same page, or when click-through is healthy but conversion on the page is not.
1. Inventory the links
- 1List every email that links to the page: sequence, step, segment and the exact link text.
- 2Write the promise each link makes ("See the pricing for teams", "Get the migration checklist").
- 3Mark where two emails make different promises but land on the same page. Those are your personalization candidates.
2. Map promise to page
| Email / step | Segment | Link text promise | Headline on arrival | CTA on arrival | utm_content value |
|---|---|---|---|---|---|
| [Onboarding day 3] | [Free plan users] | [Unlock A/B testing] | [Test personalization against your original page] | [Upgrade to Pro] | [onboarding-d3-ab-testing] |
| [Newsletter, October] | [All subscribers] | [New Google Ads sync] | [Your ads and landing pages, finally saying the same thing] | [Connect Google Ads] | [newsletter-oct-gads] |
3. Tag the links
- 1utm_source=[your email tool or newsletter name], utm_medium=email, utm_campaign=[sequence or send name], utm_content=[step or link id].
- 2Use utm_content to tell links in the same email apart (header button vs. text link).
- 3Never put the subscriber's email address or name in the URL.
4. Guardrails
- The page must deliver what the link promised, above everything else.
- Returning customers should not be pitched a free trial. Exclude them from acquisition variants.
- Keep a version of the page that works for anyone who forwards the email.
Automate this in GetIntent
GetIntent reads utm_medium=email and utm_content from the link and rewrites the headline, supporting copy and CTA to continue the email's promise. Rules let you give email traffic its own instruction (for example utm_medium = email: "Warmer tone, they already know us").