The Narrative Bias Against Email and Phone Calls

The tech media often pushes narratives that are not always supported by data. One such narrative is the idea that email and phone calls are dying. While these communication methods are evolving, they are not dead.

• The article provides evidence from various sources to show that email is still widely used, with billions of email accounts and high open rates for targeted emails.
• It also highlights that phone calls, particularly inbound sales calls, are actually increasing in volume as mobile devices become more ubiquitous.

The Reality of Email Use

The author debunks the myth that “email is dead" by presenting concrete data showing the continued widespread usage of email.

• There were 2.9 billion email accounts in mid-2012, projected to reach 3.8 billion by 2014.
• The three largest webmail services had over 1 billion global users by the end of 2011.
• 62% of adult US internet users check or send email daily.
• 94% of all online adults use email, with 73% of those aged 12-17 doing so.
• Social media users are 60% more likely to check email at least four times a day than non-social media users.

The Growing Importance of Inbound Calls

Contrary to popular belief, the article demonstrates that phone calls are not declining but actually thriving in the mobile era.

• In the US alone, there are 30 billion inbound sales calls annually, a number projected to reach 70 billion by 2016.
• 61% of mobile searches where customers contact a business result in a phone call.
• Call centers offer significantly higher conversion rates compared to online shopping, with a 10x to 20x increase in conversions and a 1.5x to 2x increase in average order value.

The Role of Phone Calls in Mobile Advertising

The article explains why phone calls are becoming a key component of mobile advertising.

• The reduction in screen size on mobile devices makes traditional Internet advertising inefficient.
• Mobile users are less likely to engage with banner ads on their phones, leading to a shift toward phone calls as a more effective advertising channel.
• Google recognizes the importance of phone calls in mobile advertising and is actively encouraging businesses to sign up with Google AdWords to drive inbound phone calls.

The Value of Phone Calls in "Considered Purchases"

The article emphasizes that phone calls are particularly valuable for "considered purchases," which are high-priced, complex, and require extensive information or choice.

• These purchases often involve items such as home alarms, insurance, cars, home gym equipment, higher education, and real estate.
• Consumers value the ability to discuss these complex purchases with a representative over the phone.

Data Supporting the Importance of Phone Calls

The article provides additional data points that underscore the significance of phone calls for businesses.

• 77% of online shoppers want live assistance available with their purchases, and 52% re-evaluate or abandon shopping carts due to a lack of live assistance.
• Call centers provide 10x to 20x the conversion rates of online shopping and 1.5x to 2x the average order value.
• Businesses are willing to pay significantly higher rates for qualified leads generated through phone calls.
• While 63% of consumers looking to buy financial services research online, only 33% actually buy online. Phone calls are critical for completing these "considered purchases."
• Adding a phone number to an online ad increases click-through rates by 12% and online lead form conversions by 15%.

Conclusion: Don't Underestimate Email and Phone Calls in Your Business

The article concludes that businesses should not fall prey to the narrative that email and phone calls are dead. The data clearly shows that these communication methods are still highly relevant and effective, particularly in the mobile era.

• Businesses should prioritize email and phone call strategies to reach their target audiences, drive sales, and enhance customer experiences.
• The author advocates for a nuanced understanding of these communication methods, acknowledging that their use is evolving but not disappearing.
• He highlights the importance of data-driven decision making in business, encouraging entrepreneurs to avoid relying solely on media narratives.