News
 The
List Hygiene Service Most Widely Used Is…
How do you utilize your data hygiene services? A new
study conducted by Multichannel Merchant Magazine
gives a revealing (and surprising) look at how
marketing and list managers maintain a clean mailing
list and what type of services they use the most.
Here are some of the survey’s results:
• 76 percent use a “do not mail” file maintained
in-house or by a service bureau
• 59 percent use a “do not rent” file maintained
in-house or by a service bureau
• 55 percent use National Change of Address (NCOA)
service
• 44 percent use DMA’s Mail Preference Service
• 38 percent use Address Correction Service (ACS)
• 21 percent use Delivery Sequence File (DSF)
• 15 percent Address Element Correction (AEC)
• 15 percent use Locatable Address Conversion (LACS)
The survey also reveals how consumer and b-to-b
firms rent their mailing lists and what are some of
their practices. Here’s a rundown:
• 50 percent of consumer and 50 percent of b-to-b
companies rent only postal lists for prospecting.
• 9 percent of consumer and 11 percent of b-to-b
firms rent postal and email lists for prospecting.
• 41 percent of consumer and 39 percent of b-to-b’s
do not rent lists
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Melissa Data
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