Survey: Mailing Frequency Up for 1998

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About two-thirds of the respondents to the Direct Marketing Association's 19th Annual List Usage Survey said they increased their mailing quantity in 1998 compared with 1997, the DMA said yesterday.

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.

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