Although many consumers state that they do not like or respond well to telemarketers or phone calls at home, it is still a very cost effective and efficient form of marketing many companies and organizations are still using. While it is true that the Do Not Call registry eliminates over 80% of the available phone numbers for households, there are still plenty of households that are receptive to products and services being offered via telemarketing. Due to the number of households that are listed on the Do Not Call registry, organizations that are Do Not Call exempt have a clear advantage with their telemarketing programs compared to companies that must abide by the Do Not Call registry. Organizations that are exempt include non-profit organizations, political campaigns, or organizations conducting research that does not include soliciting a product.

To give an example of how much of an advantage these exempt organizations have, we can look at the average amounts of phone number availability on the most robust and comprehensive consumer file that Caldwell List Company offers. There are over 200 million updated and deliverable household records listed on this database in total. About 35% of these will have phone numbers available, but only 30% of those will be Do Not Call scrubbed (meaning compliant for any for-profit company to call since the number is not listed on the Do Not Call registry). This means companies selling actual products or services by phone are only touching on one-third of one-third of the total available records on the database. This boils down to only a little over 10% of the available total records. That being said, the advantage of the Do Not Call exempt organizations is quite a large one – about 50 million records with phones numbers nationwide, to be more specific.

My next blog entry will discuss additional reasons those exempt organizations have even more advantage using the phone numbers they are able to call, compared to other companies trying to stay DNC compliant.