Survey: Mailing Frequency Up for 1998
Other findings from the survey, which tallied responses from 281 DMA members, included:
* 41 percent of respondents indicated increased use of their house file in 1998, 48 percent reported stable usage, and 8 percent reported decreased use of the house file;
* 45 percent make their customer files available for rental or exchange;
* 87 percent of those who make their house files available require a sample mail piece before renting a list, and 81 percent use an external list manager.