Call tracking for final expense insurance

The economics come down to cost per call

Policies are small, so margins are thin and every campaign is measured by what it costs to get a phone to ring. Suppose a mailer costs $5,000 and produces 100 calls. That is $50 per call, before anyone asks whether the caller qualifies or buys. If the same spend with a different list produces 160 calls, the difference is decisive, and it stays invisible if both drops print the same number. (Figures here are only an illustration.)

Tracking gives you the calls half of the equation. Dividing spend by calls gives the cost per call, and dividing by answered calls gives a better one, since a call you missed cost as much as one you answered. The method is in measuring cost per call, and the ROI calculator handles the sums.

Tracking each mail drop

Direct mail is the classic final expense channel, and the hardest one to measure without a number, since nothing is clicked. The routine is simple:

1. Give each drop its own number, and label it with the list and the date, such as “Mail · Sept · list B”.
2. Print that number on every piece in the drop, and nowhere else.
3. Mail lands over several days and callers respond over a longer tail, so let the drop run its course before you judge it.
4. Count calls and answered calls for the number in the desk, using a date range filter.
5. Divide spend by calls. Reorder the list that won and retire the one that did not.

When you test creative rather than lists, a second number on half the pieces does the same job. Mailers and other print are covered in offline and print ads.

TV, digital and purchased leads

• Television and streaming. A number that airs only in the spot shows each flight’s response. Calls come minutes after the airing, so the desk’s start times line up with your schedule.
• Digital lead flows. Facebook and search ads that send people to a form or a call button. See Facebook Ads call tracking.
• Purchased leads and vendor calls. A number used only by one vendor lets you check what they sent against what they billed.

Many final expense buyers prefer to phone rather than fill in a form, which makes an unanswered ring the costliest failure. Filter the desk to missed calls after each drop lands.

Sizing and what VereTel does not do

Each drop needs its own number, so number count grows with your mail calendar. Starter covers 3 numbers, Growth 10, Scale 25, and on those plans extra numbers cost $5 each per month. You can retire numbers whose mail has stopped arriving. Whether a caller qualified or bought is not in the desk; keep that in your own records and compare it to calls per drop. Call recording and reports are coming, without a date.