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We all know the importance of retargeting web prospects through direct mail. It’s something we all should be doing to optimize web leads and increase conversion rates.

But when it comes to converting leads, you need to go beyond “tried and true” methods and find that extra edge that’s going to convert interest into a sale. This is even more important when you’re dealing with nonconverted phone prospects.

Why? Because non-converted inbound phone leads offer unique challenges and advantages. Namely:

You don’t have mailing addresses. It’s not always easy to capture actionable information from a phone call. In fact, you may not have much information at all, not even an email address. Needless to say, this presents a challenge.

But what you do have are:

Highly motivated prospects. Now this presents a huge advantage. It takes motivation to make a phone call, which means you have prospects that are more likely to respond to a follow-up.

You need to harness this energy now and turn it into a conversion.

How phone match retargeting works

At DMW, we offer phone match retargeting to our clients that is 100% compliant, because it works through a secure third-party database. Here’s a rundown of the process:

• Phone numbers of selected inbound calling prospects are collected weekly
• The deduped records are sent every Monday via a secure File Transfer Protocol (FTP) site directly to the third-party company that owns the proprietary databases of records
• The phone numbers are matched to their secure third-party database. (You can set parameters around the length of the phone call. For example, only choose calls longer than one minute to avoid “wrong number” calls.)
• Incoming phone numbers are matched to a physical address and the name of the individual registered to the phone. (Match rates are as high as 80%.)
• The resulting matched addresses are sent to the printer who completes the National Change of Address (NCOA) process
• DMW creates a first-class postcard that is then mailed to the prospect 3 to 4 days later while they are still in their “inquiring” mode
• You’ll be mailed a weekly report of the number of individuals who are sent postcards, along with results tracking the responses received via a unique phone number and URL (as provided)

You can turn phone match retargeting into a competitive edge

As you can see from the outline above, phone match retargeting is not a complicated process. Yet, many companies and plans are unaware that it exists or are reluctant to take advantage of it.

It takes motivation to make a phone call, which means you have prospects that are more likely to respond to a follow-up. Phone match retargeting lets you harness this energy and turn it into a conversion.

Why? That’s a good question. It could be due to simple fatigue. In the health-insurer marketing world, for example, we see many clients who have given their all during the enrollment period and may not wish to get involved in a secondary marketing effort, even when there are potential leads left lying on the table.

So, what’s the good news? This underutilized opportunity could be a competitive edge for your business. DMW has seen phone match retargeting work for our clients — a retargeting campaign for a national health insurance broker organization resulted in a 145% greater response than their prospect direct mail, and conversion was 28% higher.

If you’re ready to learn more, we’re ready to help

Phone match retargeting is just one of the many ways DMW helps clients engage their prospects and optimize their direct marketing efforts. Let us answer your questions — get in touch today.