A cross-industry survey of 250 mailers, conducted by Direct and Multichannel Merchant, finds the list rental industry stable, but somewhat stagnant. Among the high points are the increased volume of names used (up a percentage point from 2005); and the percentage of marketers whose response rates either increased (33 percent), or stayed the same (31 percent). On the list vendor side, list rental revenue has increased among 57 percent of vendors; as has the volume of names rented (59 percent).
A Look at List Industry Stats
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Publishers should reassess distribution and pricing strategies.
Adaptation is easy to talk about, but harder to identify and execute on your own.