MediaPost: DMA Study Asserts Telemarketing Yields Greater ROI Than Email

The Direct Marketing Association (DMA) study released yesterday shows radically different results from a similar study conducted the year before, largely because the DMA's measurement of revenue coming from each telemarketing response rose inexplicably from just over six dollars to more than 45 dollars. The change may have something to do with the DMA's methodology, or it could be affected by the radically changed telemarketing market after the advent of the Do-Not-Call Registry. With boiler room cold call operations almost shut down after the 2003 introduction of the No Call list, the revenue per response could well have skyrocketed, although the number of those responses very likely plummeted.