This document summarizes key findings from a report about driving more calls and revenue from email. Some of the main points include: - 90% of consumers use multiple devices to complete tasks, showing the importance of omnichannel experiences including calls. - Mobile is the top source of calls, accounting for 54% in 2015, so marketers need to optimize for calls from mobile. - Mobile search drives the most calls, so marketers should test call-only campaigns on Google. - Newspapers and online review sites drive the highest quality calls among digital and offline channels.

1. Driving More
Calls and
Revenue from
Email
Exclusive Report Findings:
Must-have Call Insights for Today’s Marketer

2. Driving More
Calls and
Revenue from
Email
Today’s Speakers:
Amber Tiffany
Sr. Content Marketing
Manager
Andrea Mueller
PR Manager
@Invoca #Callintelligence

3. 90%
of consumers move
between multiple devices
to accomplish their goals.
We live in an omnichannel world.

4. You can’t do omnichannel without calls.
Of people switch devices during a
single online activity
Complete a purchase offline
following online search activity
Use the call button from a search ad
By 2019, businesses
will get 162 billion
customer calls from
mobile
@Invoca #Callintelligence

5. Consumers love to call.
@Invoca #Callintelligence

6. Businesses love callers.
Higher Average OrdersHigher Conversion Rates
@Invoca #Callintelligence

7. Driving More
Calls and
Revenue from
Email

8. Research Methodology
Invoca analyzed millions of data points from 2015, all sourced
through our proprietary call intelligence platform:
• 58 million phone calls
• 40 different industries

9. Driving More
Calls and
Revenue from
Email
Calls by Channel

10. In 2015, calls from
mobile-specific
channels accounted for
54% of all customer
calls.
Mobile continues to be the top source for calls
Make it easy for customers to call from mobile – always include
click-to-call buttons across your webpages and ads.
@Invoca #Callintelligence

11. Top marketing channels driving calls
Mobile search is the #1 driver of inbound calls. Have you tested
Google’s call-only campaigns yet?
@Invoca #Callintelligence

12. Which channels drive the highest quality calls?
Newspapers, followed by Online Review Sites, are the top channels for
call quality.
Online Channels Offline Channels
@Invoca #Callintelligence

13. Driving More
Calls and
Revenue from
Email
Key Caller Trends

14. You can optimize for better quality
callers.
Increase in average call
duration from 2014 to 2015.
Marketers are getting better at
generating quality calls.
Leverage call intelligence data points to
determine ideal caller profiles and optimize
campaign targeting:
 Demographic data like region, age, income,
etc.
 Purchase intent like keywords, landing
pages, offers that drove call
18%
@Invoca #Callintelligence

15. When are people calling?
Mondays receive the most calls, Sundays receive the least.
55% of calls to
businesses happen
on Monday to
Wednesday.
Average call volume by
day
@Invoca #Callintelligence

16. When are people calling?
On weekends, most calls
occur between 12:00pm
and 1:00pm
On weekdays, most calls
occur between 11:00am
and 12:00pm
Optimize your ad spend for the
days and times when prospects
are most likely to call.
@Invoca #Callintelligence

17. How are people calling?
The majority of calls to
businesses come from mobile
devices, not landlines.
Make sure you’re optimizing your
ad copy and spend to drive the
right kinds of conversions.
@Invoca #Callintelligence

18. Driving More
Calls and
Revenue from
Email
Who’s Calling?

19. States with the highest call volume
Although it’s not a
state, Washington, DC
has the highest call
volume per capita, with
415 calls per 1,000
people
Tracking caller location helps marketers create unique experiences
based on where the caller lives.
@Invoca #Callintelligence

20. Cities with the highest call volume
Knowing a caller’s city is especially important for local businesses
and national companies with local agents or store branches.
@Invoca #Callintelligence

21. Who calls more?
Although women make up 51% of the population, men are more
likely than women to call a business.
vs
@Invoca #Callintelligence

22. Driving More
Calls and
Revenue from
Email
Industry Breakout

23. Which industries drive the longest calls?
Computer Electronics
Home Services
Education
Automotive
Legal
Insurance
Financial Services
Travel
Health & Wellness
@Invoca #Callintelligence

24. Top Performing Channels for Home Services
Mobile is the primary driver of
home services calls, with 43%
coming from Google search
ads along.
@Invoca #Callintelligence

25. Top Performing Channels for Education
Major growth in mobile:
education calls from mobile-
specific channels increased
66% over 2014.
@Invoca #Callintelligence

26. Top Performing Channels for Automotive
Offline calls are shrinking to
make way for mobile: automotive
calls from offline sources
dropped 25% over 2014.
@Invoca #Callintelligence

27. Top Performing Channels for Financial Services
Shifting to digital: financial
services calls from offline
channels also dropped from
2014, by 18%.
@Invoca #Callintelligence

28. Driving More
Calls and
Revenue from
Email
Questions?
marketing@invoca.com
888-960-9361