Telemarketing for Subscription Newsletter Publishers

Whether you are publishing a print newsletter, magazine, or electronic subscription service, you can use telemarketing to improve sales. Yes, the 2003 Telemarketing Act still allows you to use telemarketing to:

• Raise renewals
• Convert more bill-mes into buyers
• Cross-sell subscribers on additional services
• Revive lapsed subscribers

Patty Wysocki, longtime Executive Director of the Newsletter & Electronic Publishers' Association, drew on hundreds of publishers' real-life experiences to create this practical handbook.

You'll learn how to:

• Hire, train, and compensate telemarketers (including the answer to the age-old question, "Should I bring telemarketing in-house, or use contractors?").
  
• Script your offer so it works over the phone -- Note: offers that work best in postal direct mail are not often the winners in telemarketing.
  
• Coordinate telemarketing efforts with multiple-channel campaigns -- learn when and how telemarketing fits into the mix with other efforts to the same list.
  
• Copy tactics from six real-life Case Studies of publisher telemarketing campaigns that worked. Case Studies include details on costs, response rates, conversions, billing-series records, and sample scripts.

Handbook Table of Contents:

Introduction
In-House Versus Outside Telemarketing: The Pros & Cons
Operating The Internal Telesales Operation
Lists
Conclusion

Case Study 1: Henry M. Greene & Associates

Case Study 2: Strafford Publications

Case Study 3: PaperClip Communications

Case Study 4: Global Success Corporation

Case Study 5: CD Publications

Case Study 6: Institute of Management & Administration

Resource Directory: Telemarketing Service Bureaus

Bibliography

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