The Direct Marketing Association reports that email marketing has an ROI of 4,300%, so it’s no wonder that marketers of all industries focus so much of their time on their email marketing strategy. 54% of emails sent by businesses are marketing messages, but unfortunately the hole that those marketers are leaving in their email ROI analytics is just as large.
You’re Supposed to Measure Everything…But You’re Not
If you’re like most marketers, you know the importance of analytics and are most likely keen on chanting the mantra, “Measure everything!” But a concerning 17% of marketers don’t track or analyze their email metrics, and that means things like subject lines, open rates, and unsubscribes aren’t being paid attention to. Those are things marketers know they’re supposed to manage, so patching those holes is easy. Throw in some A/B testing. Monitor your opens and unsubscribes. But the bigger enemy isn’t the one you know; it’s the one you’re unaware of.
You Didn’t Know? Your Email List Is Calling You
While many email recipients merely click the links in your email, there is another group of recipients that prefer to pick up the phone and call you. They often call you directly from the email, especially if viewing it from their smartphones, or after clicking on a link in the email and visiting your site. And if you’re smart—you’ll encourage this. Why? Because 61% percent of marketers rank phone calls as their highest quality lead: more often than not, the caller is closer to making a purchasing decision. They’re not kicking the tires—they want to talk to someone directly and get the information they need to move forward. And if your marketing emails don’t have a call to action that involves a phone number? You are essentially discouraging your highest quality leads from becoming customers. It’s easy enough to remedy: the insertion of unique call tracking numbers is a no-fuss way to encourage more engagement with your leads. But that can’t be the end of it. Merely adding call tracking numbers to your email marketing doesn’t patch the gaping hole in your net…but measuring the calls does.
Actually Measure Everything
With the placement of call tracking numbers done, you can then return to chanting your mantra: “Measure everything!” Except this time you will actually be measuring everything. Marketers are always amazed when they realize that their customers and prospects really do want to talk to them, but you never know just how untapped that source is until you make it possible to measure it. You should be including call tracking data (including the opportunities and revenue generated from inbound calls) in your marketing reports—otherwise your picture is far from complete.
Want to learn more about patching the holes in your email marketing? There’s certainly more to it than what we covered in this blog, so if you want to dig deep, download this free white paper, The Definitive Guide to Call Tracking for Email Marketing.