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Most E-Mail Marketers Let Customers Opt Out, Report Says

Nearly three-quarters of the 700 companies surveyed say they don't send unsolicited E-mail.
Contrary to what your inbox might indicate, most E-mail marketers say they want to spare customers from unwanted online pitches. According to a recent report from the Direct Marketing Association, 94% say they allow customers to opt out of future E-mail offers. Of the 700 U.S. companies surveyed, nearly three-quarters of respondents say they don't send unsolicited commercial E-mail.

Sixty percent say they don't rent third-party E-mail lists. Most respondents say they update their E-mail lists regularly--64% clean their E-mail lists anywhere from several times a month to every one to three months. Business-to-business marketers are the most diligent--38% of that group say they clean E-mail files several times a month, while only 20% of consumer marketers say they clean files with the same frequency.