Email marketing remains a strong channel to drive ROI for businesses. In fact, 73% of companies agree that email offers "excellent" to "good" ROI, according to the 2017 Email Marketing Census conducted by Econsultancy.
The report also revealed that organisations spent 15% of their marketing budget on email marketing efforts, which in turn generated 23% of sales. In addition, the average ROI for email is £38 return for every £1 spent, according to DMA research.
How is your organisation tracking revenue from email marketing?
As an email marketing manager myself, one of my key responsibilities is to track and improve ROI from email campaigns. This task would be impossible without the right tools to track visits, form submissions, phone calls, and email replies.
In this blog post, I will explore five reasons why call intelligence is a necessary step to enhancing your email marketing efforts and helping you achieve a desirable ROI.
1. Scaling marketing efforts
At Infinity, we run multiple email campaigns at an international level.
We use HubSpot as a marketing automation tool to create our email campaigns, forms and landing pages, with each piece of content displaying a unique phone number depending on the user’s country.
Our integration with HubSpot allows us to easily identify valuable information on what messages, times, countries, and audiences perform best and, most importantly, the numbers of phone calls and revenue generated from our email campaigns.
2. Accurate revenue attribution
Using Infinity’s call tracking enables us to attribute phone calls to the exact email and landing page that generate a phone call, so we can make informed decisions about budget and strategy, and focus on the marketing campaigns that generate quality leads and revenue for our business.
3. Customers prefer human interaction
With 61% of consumers preferring assistance over the phone and calls expected to increase to 162 billion by 2019 (BIA Kelsey), it is vital that your business can track phone calls from all channels including email marketing.
4. Increased usage of smartphones = more calls
The smartphone plays an important role in the research and buying process. According to Google, 87% of smartphone users say they always have their smartphone at their side, day and night. And 82% of smartphone users turn to their devices to help them make a product decision.
Emerging audiences, such as Generation Z (those born from mid-1990s to early 2000s) are a truly mobile generation and hold a 44B purchasing power. 78% of teens are already using smartphones, with 53% using them mostly for online shopping.
5. Discover which email campaigns are making your phones ring and which ones are not: Sk:n case study
Sk:n is the UK’s leading skincare clinic specialising in medical treatments with more than 44 clinics across the UK.
With inbound calls playing a significant part in generating revenue for the business, and email being one of their top marketing channels, it was important for them to see how many calls were being generated by email and why.
By using Infinity, they discovered new ways of improving their email content to encourage more relevant, higher value calls. They identified which email campaigns needed improvement and could fine-tune key messaging to increase engagement, sales and retention (read the full case study here).
Get in touch
Email marketing has proven to be an effective channel to reach consumers with many organisations now implementing email marketing programs to generate more revenue. Do you have the right technologies in place to track revenue from email marketing?
Get in touch today to learn how we can help you measure ROI from all online and offline marketing channels and understand your customers’ journey.