The Play

You’ve already implemented the Activate signal and sent email(s) to consumers based on their in-market activity.  However, for those consumers who did not engage with the email, a follow up dial can be a great supplemental touch point for learning more about the consumers needs so you can quickly adjust your positioning and offers.

Approach

Consider reviewing your email engagement metrics once a week and prioritize any of the individuals that didn’t open into a dialing campaign, leaving voicemails when necessary. If there is no answer or consumer-initiated outreach after a month, consider deprioritizing.

Content Recommendations

The call script should have a warm, friendly, and informative tone based on offers and value props related to the policy type the consumer is in-market for. The agent/rep should be more of an advisor to the consumer, offering to answer questions about the coverage they are seeking, with the goal of either completing the policy process over the phone or walking them through it online.