Vol. 6 No.2

Telemarketers must learn to adapt to do-not-call legislation

Privacy laws targeted at telemarketing have taken that industry by storm. The Wisconsin Do Not Call (DNC) list was activated in January 2003. More than a million households signed up in the first six months. They have joined 26 other states that now have DNC laws. The federal Telemarketing Sales Rule enacted by the FTC is now in effect too!

Penalties for not complying with the laws have fines that range from $500 to $25,000 per violation. In Vermont violators can be sentenced to18 months in jail. Telemarketing companies are required to purchase the DNC lists for each client. It is estimated that the cost of buying all of the do-not-call lists, plus hiring people to administer them and purchasing equipment to de-duplicate the files will likely run up to $250,000.

Hardcopy direct marketing is looking a lot more attractive. It’s a fairly non-obtrusive target marketing method. Physical mail is still the preferred method of receiving bills and statements for 95% of consumers. Receiving a direct mail offer along with the days’mail is painless. The mailbox is less personal and invasive than a persons’ phone or e-mail. Direct mail should be part of the integrated marketing mix that includes phone, e-mail and the media.

So what can a company that relies heavily on consumer telemarketing do? They can create a new marketing plan, one that integrates all forms of marketing.

1. Start by buying phone lists that have been de-duped from the DNC lists. Any reputable list compiler is already doing this.

2. Find a vendor that specializes in DNC compliance. They will supply policy training, list scrubbing, compliance documentation and legal defense service.

3. Start building an opt-in telemarketing file, just like your opt-in e-mail file. Ask customers and prospects for their phone number and the privilege to call with new products or services they would be interested in.

4. Expand your inbound call center. Train outbound telemarketers to handle customer service phone calls and e-mails.

5. Ask customers to call you. Get an 800 number. Include your phone number on every insert of a direct mail package and every page of a catalog.

Reaching out to touch someone use to be easier. As one telemarketing consultant put it, "many companies will have to go back to direct mail to get their messages across." Direct mail can be used effectively to prospect and build relationships. Once that relationship is formed the phone can become a tool for selling again.

NOTE: The following are services offered for telemarketing compliance. Teleblock 866-423-8207 and www.DNCSolution.com.