Telemarketing Awards 1997: New Business Leads - Highly Commended: Client: The Daily Telegraph, Agency: SITEL Stratford

Telemarketing and direct mail proved a potent combination when The Daily Telegraph sought to expand its subscriber base.

Telemarketing and direct mail proved a potent combination when The

Daily Telegraph sought to expand its subscriber base.

Some 340,000 subscriptions were placed over nine months. Of these, 65%

were by phone, ’proving conclusively over a huge, varied sample that the

preferred response medium is the telephone’, says the agency.

An initial mail pack invited potential customers to respond by Freefone

0800 or coupon, with both forms of response handled by the same


The Daily Telegraph’s database of 55,000 newsagents was loaded and

managed by the agency so that home delivery orders could be


Responses to the two-stage mailing reached 29,150 a week at their


These were dealt with by setting up seamless call transfer to a sister

call centre to provide additional operators.

An automated call handling system was used for overflow, but as credit

card orders could not be verified this way, the vast majority of calls

were taken live despite enormous fluctuations in volume.

Specialist software was provided to keep track of renewal dates, which

enabled subscription reminders to be issued automatically every 12, 24

or 48 weeks.


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