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Pre-Recorded Voice Messages : How It Works
 Chain
Store Age Magazine, September 2004
By Marianne Wilson
Voice marketing allows retailers to communicate with their
customers via a pre-recorded telephone message. It can be used
to alert customers to an upcoming direct-mail piece, or it can
be a standalone, as an inexpensive replacement to a direct-mail
campaign.
"The cost of message marketing is minimal compared to direct
mail or live telemarketing," says Eric Holmen, director of
strategic marketing, SmartReply, Irvine, Calif.
The company works within the confines of the Do Not Call List
legislation by only calling consumers who have had a business
transaction with the particular retailer in the past 18 months.
And in compliance with government regulations, the message concludes
with the listing of a toll-free telephone number consumers can
call if they no longer wish to receive calls from that retailer.
"For every 1,000 calls we make, we get about two calls to
be taken off the list," Holmen says.
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