TWO YEARS AFTER ITS LAUNCH, more than 60 million people are listed on the Federal Trade Commission’s National Do Not Call Registry. That’s 60 million customers we marketers can’t solicit by phone, for the most part.
Many industry experts assumed results for direct mail, e-mail and other direct response alternatives would improve after the DNC list’s introduction. But telemarketing continues to pull response rates as high as 20% and even 30%. And money spent on both inbound and outbound campaigns continues to climb as well, despite numerous call center closings. So at its second anniversary, the DNC’s effects continue to puzzle analysts.
Last October a marketing report estimated the DNC brought about a massive decline in sales for the telemarketing industry
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