Five-Year Falloff
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by Chief Marketer Staff
Direct mail volume fell significantly during the last five years, and response rates decreased for many firms, according to a Direct Marketing Association study on the state of the list industry.
The DMA reported that 43% of all direct mailers boosted their mail volume in 2001, 37% remained stable and 21% reported a decline compared with the prior year.
This marks a major change from 1997, when approximately 70% of all mailers reported increased postal mail volume.
In addition, 68% indicated greater use of e-mail. Those sending more e-mail were less likely to see a hike in postal mail volume.
However, companies with greater e-mail volume
