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Telemarketing is hotter than ever as a circulation source. Here's a round-up of tried-and-true and newer methods for making the phones work for your title.
After years of being the source of last resort for many publications, telemarketing is getting stronger-than-ever buzz among consumer marketers and B-to-B circulators alike.
In some ways, telemarketing has never faced more challenges. But growing using of call-screening, multiplying state do-not-call lists and heightened scrutiny by Congress and the FTC don't seem to be having a huge impact on legitimate telemarketers (who say that self-screening reduces wasted calls, and that they welcome crack-downs on fraudulent telemarketing operations).
For marketers, the growing advantages of this source are clear. As the response rates and cost-effectiveness of direct mail and other traditional sources go south--while technology and competition continue to help reduce telemarketing costs--going to the phones has become more and more attractive. "In many cases, our per-order telemarketing costs for requalifications are running at about $2.50 to $3.50," notes Jerry Okabe, VP, circulation for PBI Media, LLC. "Not many years ago, the cost was easily double that."
Still, yielding maximum results from telemarketing does take mastery of the basics and a willingness to test new ways of using this source and working with vendors. CM recently asked circulators and vendors to share their best telemarketing tips. Here's a round-up of their advice.
Analyze your sources carefully. Earlier or added telemarketing efforts may be in order.
Many business-to-business circulators are going to the phones earlier for acquisition, as well as requalification. And some consumer marketers are also using telemarketing more aggressively, particularly for renewals.
For instance, Gary Zel, president of the ProCirc circulation outsourcing agency, says that, given the continually rising costs of acquiring new subs, some clients now find it cost-effective to use two phone renewal efforts. He recommends a first call that focuses on converting the subscriber to continuous service, and a second one, at the end of the series, that stresses the "last chance" aspect.
"More paid titles are introducing earlier renewal phone efforts and continuing phone efforts until the cost reaches the cost of obtaining a new subscriber," confirms Lissa Love, VP, publisher services for DialAmerica, Inc. "The approach depends on the source. With telemarketing-generated subscribers, it makes sense to call early in the series--usually, the second effort. We'll also call these names later in the series. A month before expire is common. Then, for many publishers, e call a third time, at post-expire."
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