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.