James Thornton

James Thornton
Offshore Telemarketing Better Results at Lower Costs?

By James Thornton Until four years ago, I held the same prejudice against telemarketing that I now hold against unsolicited e-mail: I felt it was a crass invasion of my privacy. My views have changed since I've had a good experience through an interest I hold in a global subscription marketing operation that sells subscriptions out of the Philippines. We hired a small group of telemarketers on a test basis to follow up leads from an acquisition program and to call expired subscribers. The acquisition campaign results were marginal, while the retention campaign worked well. It worked so well the company's overall renewal rate