Email marketing is here to stay. It’s become a staple for most marketing strategies because brands and businesses can reach a very targeted audience with personalized messaging – all without breaking the bank, compared to other paid channels.

Predictions on the future of email marketing are constantly being made, with the top trends centering around using big data to create email content that’s much more personalized and relevant.

Here’s a question for you: Are you capturing every key piece of data needed to deliver email content that’s personalized and relevant? There’s one piece of data that can help get you there, but it’s often neglected by email marketers: the call conversion.

Why Email Marketers Must Pay Attention to Call Conversions

The 54% of emails are read on smartphones compared to desktop. However, it’s interesting to see that even though emails are ready on smartphones, they only account for 20% of online conversions. Smartphones are driving call conversions, so if you’re not accounting for them in your email marketing ROI then your email conversion rates are inaccurate.

Call data gives you even more data on your prospects and customers, which can be collected with call attribution technology. Here are 3 ways you can use call data to deliver more personalized and relevant email marketing.

#1: Generate Web-Based Reports on Email Marketing Call Volume

Marketers that invest in a call attribution technology can configure, schedule, and generate reports on phone leads and sales generated through their individual email marketing campaigns. You can create meaningful reports on how your email marketing campaigns performed in terms of driving inbound calls in addition to the standard conversions, such as opens and clicks.

By knowing all of your conversion information, you can not only get the true picture of your campaign performance, but you’ll be equipped with more data to target and engage your audience in new ways. For instance, break up your lists and target those more likely to call with call-centric messaging and images, or offers if they call within the next few hours.

#2: Include Call Attribution Data from Email in Google Analytics

Many marketers use Google Analytics to better understand visitor activity on their website. Let’s say a visitor doesn’t call from your email campaign, but they instead click through to your website. By using dynamic number insertion (DNI) and call attribution, you can track mobile visitors’ activity throughout your website. You can even give credit to the specific email campaign that drove any call conversions, even after multiple touch points are made throughout your website.

With call attribution you can integrate call data from your email marketing campaigns with Google Analytics to add the critical phone data piece to Google’s marketing analytics puzzle. Now you can view and analyze call data from email marketing alongside web traffic and other offline data to better understand a customer’s journey from lead to purchase and the role email played in generating the sale. And the more you understand your customer, such as what pages interested them, you can use that data to help personalize your email campaigns.

email marketing Google Analytics

#3: Track Revenue from Phone Leads with CRM Integration

By integrating call data with your CRM system, you can track each phone call driven by your email marketing campaigns, and understand how they generate revenue. You’ll know how each of your email campaigns is driving opportunities and revenue from phone leads. You can then include that data alongside all of your lead types as part of your overall marketing reports.

Plus, when inbound sales calls come in, if you’re using a CRM like Salesforce or Microsoft Dynamics, and integrating call data you can arm your sales reps with the caller information at the time of the call.

Without this important data, you could be dramatically understating the impact of your email marketing on leads, sales pipeline, revenue, and ROI. Plus you can’t tell exactly which programs are really working, and which aren’t, and optimize campaigns and spend to improve results.

email marketing CRM

Email will continue to be one of the most popular vehicles for outbound marketing. And knowing how each email campaign performs is not only critical to maximizing ROI, but it will help you gain additional insights into what engages your customers.

To learn more about how call attribution can help optimize your marketing campaigns, download The Digital Marketer’s Guide to Call Attribution.