From an email to a friendly callback request

From outbound telemarketing to customer-initiated contact

Since the amendment to the Dutch telemarketing regulations effective July 1, 2026, the options for contacting consumers by phone without their prior consent have been significantly restricted.

At the same time, personal contact over the phone remains particularly valuable, especially in commercial campaigns. A conversation helps customers make a decision and often results in a significantly higher conversion rate than a fully digital journey.

The question, then, is: How can you make the transition from a digital campaign to personal contact as seamless as possible—at the customer’s own initiative?

The solution: “Call me back”

Mobile Water has developed a generic “Call Me Back” feature for this purpose that can easily be added to, for example:

• email campaigns;
• RCS and SMS campaigns;
• websites;
• landing pages;
• other digital customer journeys.

For example, in a marketing email , the customer sees the option “Call me back.”

With a single click, the customer is taken to a simple call-back page. There, they enter their name and the phone number where they’d like to be called, and submit the request.

The callback request is then immediately forwarded to the appropriate contact center, along with the relevant campaign and customer references. This allows an available agent to get in touch almost immediately.

The Flow

Campaign → “Call Me Back” → phone number + name → goes directly to the contact center → agent calls the customer

This turns a traditional outbound call into a timely, customer-initiated warm lead.

Can be used across campaigns and contact centers

The solution is designed to be generic. This allows marketers to easily use the same call-back functionality across different campaigns.

Using the provided campaign and reference data, every callback request can automatically:

• be linked to the correct campaign;
• be routed to the appropriate outbound contact center;
• provide the agent with the necessary context;
• be measured and reported separately.

This means there is no need to develop a separate callback solution for each campaign.

Why does this work so well?

For the customer:
No waiting in line and no need to search for the right phone number. The customer simply requests a callback and receives prompt assistance.

For the “
” contact center, agents receive highly qualified leads. The customer has deliberately requested contact just moments earlier and still has the campaign message fresh in their mind.

For marketers
An additional conversion channel can be easily added to existing emails and digital journeys without having to redesign the entire campaign.

Results

The initial results show just how powerful this relatively simple addition can be:

• It started as an application within a single campaign.
• It has now been used in more than 20 campaigns.
• One contact center received more than 2,500 call-back requests in a single month.
• More than 70% of these qualified leads resulted in an upsell or cross-sell.

A simple link in an email or digital journey thus creates a new commercial channel between digital marketing and personal customer contact.

A similar workflow is also used in SMS and RCS campaigns. This makes it easy to get in touch with a representative about a problem or an offer.