Dynamic duo: are phone calls missing from email marketing?

Mojn_blog_Click-to-call-Duo

It may sound strange and almost archaic to sing the praises of telemarketing, especially when you’re an email marketing company. But not only is there logic to it, there’s a real ROI. Telemarketing is one of the most verifiable methods of gathering strong data regarding the effectiveness of your email marketing strategy – in other words, it’s a true dynamic duo when used properly.

If someone clicks on a number from within the email they’re reading on their phone and calls you, that’s far more obvious a commitment than simply passively clicking to browse your site. See? Doesn’t take much convincing to show you that it’s definitely an area of the sales funnel that should be explored. And, if you need a little more convincing, a BIA Kelsey Group study [PDF] found that those calling were ten times more likely to be buying than others who were simply following a trail of clickable links.

With the ever-growing use of smartphones, the use of click-to-call links in emails is now more prudent than ever.

With the ever-growing use of smartphones, the use of click-to-call links in emails is now more prudent than ever. eMarketer estimates that over two billion consumers will have smartphones by 2016 and that the percentage growth of users will keep in the double digits beyond 2016. This means more and more often, as a marketer you need to be thinking in a more mobile-centric manner and utilise the integration of phone and email marketing more effectively. Giving a consumer the ability to read an email and be on the phone with an operative with minimal friction will only stand to benefit e-marketers.

The addition of a button or link within an email is hugely valuable. A simple A/B test run by Campaign Monitor found the use of a button for CTA increased their click-through by 127%. Imagine that conversion, but with the far more committed response of a phone call. The data and possible conversion rates a conversation can provide, along with data that the actual phone call can provide, are a gold mine if used properly. Build a button into the template of your email canvas and the human eye will naturally scan the email, find the button and hopefully call – making all the difference to your ROI.

eMarketer estimates that over two billion consumers will have smartphones by 2016 and that the percentage growth of users will keep in the double digits beyond 2016.

Now let’s get down to the nuts and bolts: you’ll need to monitor the opportunities phone calls provide you, the revenue it generates and the cost per conversation in order to understand its viability. You need to track your results to the source, which will help you set up future successful email campaigns. Some key aspects to keep in mind include:

Where did the call come from?

  • Did the call originate from a mobile device or landline? This is especially important with mobile devices and whether the link within the email was clicked.
  • Geographically speaking, knowing where the call came from may help refocus and refine email targeting and engagement in future campaigns.

Call day of the week:

  • When are people calling most often? This may help you decide what days to send emails, and keep your phone operators being better prepared for volume.

Conversion by operators:

  • Are certain operators better at converting calls? Do certain campaigns suit different operators?

Knowing answers to these questions will help optimise a campaign.

The simplest form of data is just purely the volume of calls for any one campaign; the above is just the beginning of more in-depth metrics you can use…

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