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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Landing Page

A landing page is a standalone web page designed around a single conversion goal—like capturing an email or driving a purchase—that visitors reach after clicking an email, ad, or link.

Also known as: conversion page, campaign landing page

Unlike a homepage that does many jobs, a landing page has exactly one: convert. Every element points toward a single action, which is what makes landing pages so effective for campaigns.

What makes a landing page effective?

A single clear goal, a compelling headline, focused copy, strong visuals, social proof, and one prominent call to action. Removing navigation and distractions keeps visitors on task.

How do landing pages support email marketing?

Landing pages are where email clicks convert. Sending campaign traffic to a purpose-built landing page—rather than a generic homepage—consistently lifts conversion rates.

Landing page best practices

Match the page to the email or ad that drove the click, keep the form short, load fast on mobile, and test headlines and CTAs.

Related terms

Single Opt-In Preference Center Suppression List Zero-Party Data RFM Analysis Customer Lifetime Value (CLV) Behavioral Segmentation List Segmentation Subscriber Opt-In Form Double Opt-In List Hygiene Sunset Policy Customer Retention Email List Lead Magnet

Related reading from Drip

9 E-Commerce Landing Page Best Practices to Lift Conversions 5 of the Best E-Commerce Landing Page Examples

Frequently asked questions

What is a landing page?
A landing page is a standalone web page built around a single conversion goal—such as capturing an email address or driving a purchase—that visitors reach after clicking an email, ad, or link.
How is a landing page different from a homepage?
A homepage serves many purposes and links to the whole site, while a landing page focuses on one action and removes distractions like navigation. That single-minded focus makes landing pages convert better for campaigns.
What makes a landing page convert?
A single clear goal, a compelling headline, focused benefit-driven copy, strong visuals, social proof, and one prominent call to action. Matching the page to the ad or email that drove the click also lifts conversions.
Why use a landing page for email campaigns?
Sending email clicks to a purpose-built landing page rather than a generic homepage keeps visitors focused on the intended action, which consistently improves conversion rates.
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