Re-examine Your Call-Center Practices, Part 2
Presented With a Dilemma …
If you had the opportunity to mail a catalog or some other mailer “blindly,” assuming the caller wanted some sort of information you could provide he or she with, thereby creating the opportunity for a sale, would you?
If you answered yes to the above question, there are many data vendors who can take this ANI record and reverse append an address to a phone number, thus giving you the snail mail contact info of the caller. Match rates for reverse append are between 40 percent and 60 percent (although I’ve had vendors quote me in the 30 percent range). Anyone calling from a cell phone likely won’t match, for obvious reasons.
If you choose to try this approach, test it first. As you add this to your circulation plans, assume response or revenue per book will fall somewhere between a cold list rental and a catalog request.
And as you test, make sure to test your timing. Do you want these callers to receive their catalogs right away or have some time pass so it seems more coincidental? Make a gut-check decision. This program may not fit everyone. (Even though I don’t personally believe it’s unethical, as long as it’s not personalized in a way that references their calls.)
If you deem the initial test a success, set aside some catalogs and try mailing within a few days. Another option is to add the names to your catalog request fulfillment program.
Jim Gilbert is president of Gilbert Direct Marketing Inc., a full-service catalog and direct marketing agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert or you can e-mail him at firstname.lastname@example.org.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.