Telemarketing

To ensure that your telemarketing campaign is effective and efficient, you must evaluate its success at regular intervals. There are a number of methods you can use to measure the results of your campaigns, such as the following:

• comparing it to previous campaigns from the year before that ran within the same time period
• keeping track of calls and orders received and compare these results with the previous year's statistics
• judging the effectiveness of the cold calls by the reactions of customers contacted
• assessing the number of leads generated within a particular time period
• recording the number of meetings that are generated from the leads received
• comparing the cost of the telemarketing against the money made in overall sales
• checking the value of sales in pounds made per hour

You should consider running a test telemarketing campaign to work out how you will assess success or failure before you begin a more permanent campaign. You can then use this information for any future campaigns you decide to undertake.

You should record any information specific to a campaign, such as:

• the telemarketing product
• the number of calls
• the targeted group of customers
• the address source

Ensure that you also record the costs of the address source, telephone charges and any other relevant costs for each campaign.