Mobile devices are steadily becoming more important in driving increased email engagement and revenue. Compared to desktop, studies find that more people are reading emails on their mobile devices (35% more, to be precise). And revenue from mobile devices is also starting to grow each year:

  • Mobile devices produced more clicks and revenue in Q2 2016 (YoY).
  • 52.8% of clicks come from mobile, compared to 47.2% from desktop.
  • Smartphones are responsible for more than half of email opens compared to desktop; however, it’s important to note that they only account for 20% of conversions.

A reason why mobile conversions are still less than desktop is many email marketers don’t factor in all mobile conversions. What are they missing? Offline call conversions.

Smartphones have transformed the way consumers engage with brands. Mobile marketing is expected to drive over 108 billion calls to US businesses this year alone. The mobile customer journey now encompasses offline. Plus, calls tend to convert to revenue 10x-15x more than web form submissions. And since most people read email on their smartphone, you can expect your email distribution list to include mobile consumers who would prefer to convert offline by calling. As an email marketer, it’s important you give consumers the option to call from your email campaigns.

4 Tips to Drive Calls From Mobile Email Marketing

Callers often have a high purchase intent and seek immediate answers, which makes converting leads to sales much easier for agents. There’s something to be said about the power of a live conversation, so let’s dive into ways you can drive calls from your mobile email marketing.

Tip #1: Include a Clickable Number in HTML Emails

email marketing 1As people read and engage on their smartphones, you’ll want to include a clickable phone number in your email copy. And to ensure it’s easy to spot, try displaying it within a button that’s placed higher up in the email content. This will also allow a smartphone user to quickly take action and call.

To take it one step further, use a unique tracking number for personal nurturing and prospecting messages. This way, you’ll have great insights into which campaigns are driving call conversions and which are not, so you can allocate budget accordingly.

Tip #2: Use Call-Centric Language When Targeting Smartphone Users

Target only smartphone users, or those who have called your business in the past, with call-centric messaging. Make it clear that you want them to call by using language such as, “We haven’t spoken in a while, give us call today to talk with our local agents about an exclusive new offer.”

These consumers have a natural inclination to call, so make sure your copy speaks to their preferred method of engagement.

Tip #3: Direct Email Recipients to Mobile-Optimized Web Content

email marketing 2It’s important to also include a clickable phone number or button on your landing page if a mobile email recipient clicks through rather than calls from your email. They may call from the landing page you send them to or they may decide to browse your website before calling.

To create a seamless user experience for your mobile audience, your website should be mobile optimized (don’t make visitors pinch their screens to view content) and call optimized (make it easy for visitors to call).

And by using dynamic number insertion (DNI) and call attribution, you can track your mobile visitors activity throughout your website. You can even give credit to the email campaign that drove any call conversions after multiple touch points on your website.

Tip #4: A/B Test If You’re Not Sure Where to Start

You can start simple by using your current email template without a phone number and A/B test it against another version that has a “Call Now” button. Over time, this should help you determine whether or not your audience is more inclined to call and convert.

You can also try testing different “Call Now” button CTA colors, button placements, copy, and using a button versus listing the actual phone number. You should always be testing to determine which tactics help increase conversions. And the same suggestions apply for your landing pages. There are many tools out there, which you probably already use, that can seamlessly integrate with call attribution technology to help you analyze your call conversions from your marketing campaigns.

Now that you understand why calls are important and how they will play a role within your email marketing, the next piece of the puzzle is making sure you get proper attribution for every call conversion generated by your email marketing. You can dive deeper into how call attribution can help you gain the complete picture of your overall email marketing success by checking out The Digital Marketer’s Guide to Call Attribution.