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Slide 1
Telemarketing in Context

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Slide 2
Market Trends

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Slide 3
The changing consumer: Ofcom
3 mega-trends.....
• From fixed to mobile
• From voice to email & SMS
• From SMS to social & instant messaging

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Slide 4
TM reasons why: the human touch

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Slide 5
TM reasons why: top 5 for marketers

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Slide 6
The key is integration

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Slide 7
Dovetail outbound TM trend data
125,000 TM acquisitions per year
• +7% year on year
• 15% of total acquisitions (up from 8% in 2012)
• 97% are DD (3 issue trials popular)
• More data pools being used
• More trial cross-sells across publisher portfolios
• TM renewals running at 5% of acquisitions

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Slide 8
Magazine Case Studies

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Slide 9
1. Reactivating lapses: simple outbound
Data Pool
Conversion
Rate
Contact
Database
(6k /12 mths)
Lapses
(4-12 months)
47%
Past free issue
requesters
13%
Non Subs
Purchases
3%
• DD offer = 6 for £6 stepped up to 6 for £10
• CWO offer = 12 for £21
• 89% opted for DD
• Overall £5 CPA

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Slide 10
2. Reactivating lapses: boomerang
• Email offer = “claim a free copy” converted to 3 for £3 then 6 for £23
• Telemarketing = £10 CPA
Contact
Database
(100k / 18 mths)
Most
Engaged
Outbound
TM
Least
Engaged
Outbound
Email
Inbound
• Free Phone
• Text to TM
• Website

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Slide 11
3. Reactivating lapses: segmentation
Contact
Database
(100k / 5 years)
Phone Research
Tailored
Outbound
TM
Aged
Segmentation
Original Price Paid

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Slide 12
3. Reactivating lapses: segmentation
Lapse
Age
Conversion
Rate
Under 3 years 16%
3 to 5 years 11%
5+ years (non mag) 9%
5+ years 8%

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Slide 13
4. A print subscription renewal journey

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Slide 14
Practical Top Tips

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Slide 15
Top tips
Planning
• Understanding the consumer
• Clear aims & realistic targets
• Detailed briefing
Data
• Cleansing & Data Protection
• Segmentation
• Data collection & insight
Using the strengths of the medium
• Personality & stand-out & two-way

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Slide 16
Telemarketing in Context