Direct Response Marketing

Direct To PolicyHolder (DTPH) has developed proprietary direct response marketing protocols and technologies to help drive customer acquisition, conversion and retention. These assets all work toward a common goal: decrease the Cost Per Lead (CPL), decrease the Cost Per Acquisition (CPA) and increase the Life Time Value (LTV) of each customer.

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Module 2 – Acquisition

The most important stage of the marketing funnel is acquisition. Direct to PolicyHolder (DTPH) has developed a proprietary integrated direct response marketing protocol that facilitates the acquisition of leads at one-fourth the cost of the industry standard.

This low Cost Per Lead (CPL) allows DTPH to deploy and test various content and direct sale based marketing initiatives across eight major channels simultaneously.

How Is This Accomplished?

1. Advanced Organic Search Engine Optimization and Marketing Capabilities

In-house SEO engineers, coders, web developers and content writers optimize the organic inbound marketing of our web properties with Google, Yahoo and other search engines.


  • Content
  • Architecture
  • Tagging
  • Site Speed
  • Mobile-Friendly / Optimized


  • Social media marketing/management
  • Link building
  • Blog/forum commenting and posting
  • Video/alternate media sources to share information

2. Strong Affinity/Affiliate Marketing

In-house SEO engineers, coders, web developers and content writers optimize the organic inbound marketing of our web properties with Google, Yahoo and other search engines.


  • Web Ads
  • Newsletters
  • Email
  • Social Postings
  • Package Inserts
  • Press Releases
  • Private/White Label
  • Media Credit
  • Revenue Share/Referral Fee
  • Trade Show/Seminar/Webinar


  • Schools
  • Associations
  • Vendors
  • Publications
  • Employers/Franchises
  • Licensing Prep Companies
  • CE Providers
  • Industry Influencers

3. Cutting Edge Social Media Strategies

Social media profiles catering to multiple disciplines foster engagement. Innovative utilization of posts, contests, giveaways, and private group development has resulted in a robust and thriving community.

  • Custom audience retargeting and looklike audience promotion
  • Dynamic product ads based on website and email behavior
  • Ad funnel strategy to nurture customer journey
  • Pixel sharing of custom audiences with customer records and interest targeting

4. Highly Developed Pay Per Click Campaigns

Google certified in-house personnel optimize paid search marketing efforts. Rotating campaigns and multivariate testing (meta descriptions, H1, H2, anchor text, etc) strengthen CPL, CPS and LTV.

  • Logical, Organized Account Structure
  • Comprehensive Keyword Research
  • Highly Dynamic Environments
  • In-Depth Competitor Analysis
  • Advanced Script Reporting

5. Innovative Email Marketing


  • MASSAGE Magazine newsletter
  • beYogi newsletter
  • In The Glow beauty newsletter
  • Sample of the Month
  • Renewal
  • Ex Date Capture
  • Ex Date Marketing


  • Promotions/Specials
  • Giveaways
  • Vendor Products/Services
  • Scholarships


Example: Line A – “4 Easy Ways to Boost Your Yoga Biz!”
Open Rate: 9.9%
CTR: 8.2%


6. Ad Specialty Items

Ad Specialty Items serve to make Insurance Plus a ‘household name’ within disciplines we serve. Split testing ensures items distributed are useful to the consumer, have shelf life, and are relevant to their work. Other items include door hangers, nail files, calendars, posters, mouse pads, stickers, and CDs.

Over 1,000,000 pieces distributed annually!

7. Print and Digital Media

MASSAGE Magazine is the leading publication in the massage industry and the only publication with paid circulation. Annual readership of over 300,000 and over 50,000 monthly online visitors to allows Insurance Plus to communicate with the community with a frequency unmatched by any other insurance provider.

8. Call Center

Licensed Customer Service Representatives are available seven days a week, for 65 total hours, to answer questions and enroll customers. High volume of targeted outbound calls made on a daily basis.


  • Average Monthly Outbound Calls: 4,500
  • Average Monthly Inbound Calls: 8,550

Conversion Rate Optimization

  • A/B testing
  • Multivariate testing
  • Heat mapping
  • Link tracking
  • Mystery Shopping
  • Lead Scoring



Module 3 – Conversion

Once you have successfully acquired qualified traffic, the goal is to get them to convert. Direct to PolicyHolder (DTPH) uses a host of tactics and tools to cause that qualified traffic to move to the next step of the funnel: becoming a lead or a customer. This process is known as Conversion Rate Optimization (CRO).  CRO in conjunction with the acquisition process allows for DTPH to have a Cost Per Acquisition (CPA) one third that of the competition.

The graphic below illustrates the basic CRO process, as well as outlines some of the test types and tools.

CRO Tools

  • Google Analytics
  • Cyfe
  • Authority Labs
  • Optimizely
  • Unbounce
  • Google Events
  • Google Experiments

Module 5 – Retention

The most efficient way to ensure business continuity, and perpetuate the subscription model, is customer retention. Direct to PolicyHolder (DTPH) has developed an integrated retention process that consists of multiple efforts across various channels. Renewal via the most cost effective channels is attempted first. This ensures that Life Time Value (LTV) remains as high as possible, while ensuring the highest renewal rate possible.

Retention Efforts

  • 45 day letter
  • 45 day email
  • 30 day email
  • 15 day postcard
  • 14 day email
  • 5 day phone call
  • 1 day email
  • Post expiration date email and phone call
  • Non-renew survey
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