Interactive voice messaging (IVM) helped Putman Media Inc. save $1 to $1.25 per renewal in a recent campaign, a 20% savings over its traditional live rep telemarketing efforts.
The Itasca, IL controlled-circulation B-to-B magazine publisher uses IVM as a way to cut the cost of renewal surveys mandated by Business of Performing Audits International (BPA).
IVM is the use of automated messages to ask questions and solicit responses through the telephone keypad. It doesn’t replace live telemarketing, which has a renewal rate of at least 40%, while IVM renews only about 15% of a file,
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