By the Stats: List Your Worries

Mailers said they are concerned about the following issues pertaining to list rentals (percentages add up to more than 100 because survey respondents could denote more than one concern):

¥ list fatigue: 88.3%

¥ list integrity/hygiene: 87.8%

¥ address standardization: 84.1%

¥ diminishing universes: 72%

¥ rising list prices: 66.9%

¥ net-name arrangements: 57.2%

¥ list theft/abuse: 50.8%

¥ excessive list negotiations: 38.8%

¥ broker compensation: 30.8%

Source: The Direct Marketing Association’s 2005 Postal& E-mail Marketing Report, http://www.the-dma.org.