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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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TM reasons why: the human touch

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TM reasons why: top 5 for marketers

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The key is integration

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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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Magazine Case Studies

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Slide 9

1. Reactivating lapses: simple outbound

Data PoolConversion

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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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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3. Reactivating lapses: segmentation

Contact Database(100k / 5 years)

Phone Research

Tailored Outbound

TM

Aged Segmentation

Original Price Paid

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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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4. A print subscription renewal journey

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Slide 14

Practical Top Tips

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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