Credit Bureaus Make Change to Leads
Telemarketing call centers and direct mailers utilizing true credit bureau lists will now have less data to market to. The three major credit bureaus, Equifax, Experian, and Trans Union, have modified the allowable age minimum that marketers are able to market to when using credit bureau lists and trigger leads. Going forward, consumers under the age of 21 will be excluded as eligible marketing prospects on credit bureau files.
The primary effect of this change for marketers is the loss of potential prospects for their offers. This modification may very well affect telemarketing efforts more than direct mail campaigns. In an already shrinking market due to the Federal Do Not Call List, telemarketers are yearning to maintain the largest potential prospect pool possible. Previously, direct marketers were able to include consumer prospects age 18 and above in their lead lists. Although some direct marketers may not consider this a blow to their marketing campaigns due to the nature of the demographics surrounding the 18-20 year old age group, they will be in for a sharp surprise when their already dwindling preliminary counts shrink to an all time low.
