Does Telemarketing Work Anymore?
Q: I’ve been using direct mail for years. I want to try other channels and have considered telemarketing. I think that if I followed up DM campaigns with a phone call, I may increase my response rates. I’ve heard from others that telemarketing is not nearly as responsive as it used to be because of the D0-not-Call list. Does telemarketing still work? Do you recommend using it?
A: The simple answer is YES! While you should always take a look at what your offer is to determine which channels work best for any multi-channel marketing approach, the reality is that telemarketing remains one of the most responsive channels to utilize in your direct marketing mix.
Those who have registered their phone numbers on the DNC list don’t want to be contacted via the phone. However, there are still many who haven’t registered despite their ability to do so. Some of our clients utilize telemarketing only — specifically because those who they now contact are more likely to want to be contacted via the phone, therefore, they are more responsive to a telemarketing call.
If the product or service that you sell lends itself nicely to a telemarketing script, we recommend testing telemarketing as a follow-up to your next direct mail campaign. By testing, you will get a feel for the reaction of prospects to using the channel. In addition, you will most likely get some good intelligence on how to tweak your script for the most success.
Entry filed under: Telemarketing.