Great example of whats wrong with most marketing in the Guardian yesterday;
"....Why do companies use cold calling when everyone hates it and nobody buys?"
"Easy," he replies. "If I call 100 people and only one takes up the offer, that sale pays for the cost of me making those 100 calls. If you put all areas of morality aside, that makes perfect, rational sense. The fact that I pissed off 99 people isn't an issue because I made that one sale."
The easiest way to improve your business is to measure the negative effect of your marketing; if people are annoyed by your junk mail, pop ups, DRTV commercials, radio jingles, the way your delivery vans are driven or your rude staff, they won't buy from you - ever.
Oddly the UK DMA are reportedly lobbying OFCOM to get the Telephone Preference Service reviewed - raising the possibility of annual reregistration. Old school DM just don't understand permission marketing.