DMA: DMers Use Good Privacy Procedures for E-Mail

CHICAGO -- Most direct marketers use good privacy measures when e-mail marketing to their customers, according to a report released here yesterday by the Direct Marketing Association at its annual conference.

The report, "State of the Interactive e-Commerce Marketing Industry," focused on about 700 firms and their e-mail marketing practices.

Of these companies, 74 percent said they never send unsolicited commercial e-mail and that they use in-house e-mail lists when sending communications.

Seventy-seven percent maintain their e-mail lists in-house, and 95 percent do not rent their e-mail house files to third parties.

Also, 96 percent of respondents said that all their e-mail solicitations have an opt-out clause.

The full report will be available in late November through the DMA. The price will be $595 for DMA members and $995 for non-members.

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