DMA Study: E-Mail Marketers Sensitive to Privacy Issues

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Ninety-six percent of marketers that use e-mail provide customers with the ability to opt out of future e-mail offers, according to the Direct Marketing Association's State of the E-Commerce Industry Report 2001-2002.

The DMA and the Association for Interactive Marketing conducted the research during the fourth quarter of 2001. Nearly 700 companies involved in direct and interactive marketing contributed to the report.

Other findings included:

· 60 percent of respondents do not rent third-party e-mail lists.

· 74 percent of respondents do not send non-targeted e-mail to prospects.

· 64 percent of respondents clean their e-mail lists anywhere from several times a month to every one to three months.

The complete study will be available in April through the DMA. It will be priced at $495 for DMA members and $995 for non-members and can be ordered through The DMA Book Distribution Center by calling 301/604-0187 or visiting the DMA's Web site at


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