Broker Roundtable: What’s the Availability of Telemarketing Lists?

Today’s question: With the FTC’s do-not-call list in place for several years now, how available are telemarketing lists and how have they changed?

Our current panel features Jim Hall of All That Marketing; Matt Kaiser of Veradata; John Klein, a list consultant; Linda Santaite of DSA Direct; and Don Yaffe of Belardi/Ostroy. (Would you like to be considered to be a member of our roundtable? Contact Larry Riggs at [email protected].)

Jim Hall, vice president, All That Marketing:

The universe of callable names has decreased in two ways. First, when the do-not-call list was implemented there were list owners that completely removed their list from the telemarketing arena. They did not want to have to worry about complying with the DNC laws. The second way it has decreased the universe is by the fact that the government is not doing a good job of keeping that file clean. This means that it has grown to an enormous size, probably much larger than needed. I will say from what I have seen there is still a market for telemarketers. The names they find to call do often respond well. An aggressive stance from the broker on negotiating net name arrangements with the list managers helps with the ability of telemarketers to continue using available lists.

Matt Kaiser, executive vice president, Veradata:

Do-not-call legislation has certainly affected the universe of available prospects to telemarketers. Though these lists are still readily available, we have seen a shift in the marketing mix from solely telemarketing to a greater reliance on e-mail and postal lists. It’s more a function of social perception than legislative restrictions. Many companies who have permissible use are opting out of telemarketing as a primary means of solicitation because the practice has such a negative stigma. Telemarketing is (and I think will remain) more of a follow up communication method, rather than a sales channel.

John Klein, president, Klein Direct:

Since the DNC rules do not affect calls to businesses, or calls for charities, political organizations or telephone survey people, lists with phone numbers are still widely available for both consumer and business-to-business markets. The large consumer compiled files all have a large percentage of phone number available. Further, lists without phone numbers can always have the missing phone numbers appended.

The big issue, however, is that