As a marketer, it can feel like you’re being pulled in different directions with your customer communications. In a recent webinar, two marketing experts entered the ring for the ultimate debate — whether emails or phone calls are the best tool to communicate with your leads.
Emily Popson, CallRail’s VP of Growth Marketing, represented Team Phone Calls while Jay Schwedelson of SubjectLine.com and GURU Media Hub, represented Team Email in the Battle of the Communications: 10 ways you can use emails, calls, and texts to optimize your marketing. They shared the latest marketing technology tips to help you better connect with your community and turn more leads into customers.
Round 1: Optimizing with analytics
Team Email
It’s crucial to dig into your data, because even a small change to your emails can have a huge impact on your marketing. Continually optimize email performance by testing elements like send times, types of offers, and subject line phrases.
Team Phone Calls
There are dozens of ways to use call conversations to optimize your marketing, but the most important are call tracking, sentiment analysis, and automation. Call tracking tells you a call’s source, including channel, campaign, and keyword. Sentiment analysis allows you to better understand customer reactions during a call. CallRail’s automation rules analyze each conversation and identify key terms, marketing source, and ad campaigns. These automation capabilities allow you to spend 50% less time qualifying leads.
Round 2: Building customer connection
Team Email
Personalization is a great way to connect with customers via email. Beyond putting the recipient’s name in the subject line (which actually harms email marketing performance now), personalize the contents of the email body and landing page. Mentioning recipients’ company name, geographic location, or life events can boost open rates.
Team Phone Calls
Use call insights to improve connections by informing call flows and automating responses. This helps route callers to the right team, reducing frustration and increasing efficiency. Tools like CallRail allow you to automate personalized text replies, ensuring you don’t miss leads. For instance, you can set a response acknowledging an HVAC repair inquiry and promising a callback soon with answers and a quote.
Round 3: Improving marketing strategy and tactics
Team Email
Small adjustments can equal big improvements in marketing. For instance, marketers will spend a lot of time drafting an email, but then write the subject line as an afterthought. None of their efforts matter if the subject line doesn't spur recipients to open the email.
Team Phone Calls
A platform like CallRail can analyze far more calls than humans can, providing insights to enhance your SEO and PPC strategies. Two effective tools are keyword spotting, which identifies frequently mentioned terms in transcripts, and self-reported attribution, where customers share how they found your business.
Final Round: Creating better experiences with both tools
A comprehensive marketing strategy will likely use both phone and email. When integrated, they’re even more powerful as tools for gaining customer understanding and improving lead conversions.
AI-powered tools let you be even more strategic. CallRail Labs allows users to test and provide feedback on AI features. Convert Assist is another AI-powered tool that helps you follow up with every lead. It acts as a coach, writer, and assistant all in one. The resulting call insights will help make all your marketing communications more personalized, segmented, and effective.
Win the fight between communications tools
Marketing communications doesn’t have to be a battle. CallRail helps thousands of businesses better understand their customers and convert more leads.
You can optimize your marketing by using all your customers’ forms of communication, including texts, emails, forms, and phone calls. You’ll be able to engage leads via their preferred methods and create a consistent customer experience.
Watch the full webinar now
