Mailing lists are the lifeblood of direct mail marketing, but they are rented through an outmoded process that wastes time and money. This research explores the list and data acquisition process, with particular emphasis on those functions related to list rental fulfillment. This document provides a history of the list industry, with insights from several direct marketing leaders. The conculsion is that technology must be leveraged to make the list and data acquisition processes more efficient for list managers and their clients in order for direct mail marketing to have a future with sustainable growth.
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