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DMA: Do-not-e-mail registry would hurt small businesses

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Washington--Jerry Cerasale, Direct Marketing Association senior VP-government affairs, Thursday told a U.S. House of Representatives panel that e-mail marketing is vital to small businesses and that "a national do-not-e-mail registry would disproportionately affect small businesses."

Cerasale told the Committee on Small Business's Subcomittee on Regulatory Reform & Oversight that e-mail helps small businesses to reduce the cost of contacting customers and to compete effectively with larger businesses for customers. He said this was crucial because, according to DMA research, small businesses are more dependent on e-mail for acquisition efforts.

"DMA research shows that some 28% of small businesses do not have in-house e-mail lists of customers," Cerasale said. "This means that they are much more dependent than are large businesses on being able to e-mail in order to obtain customers if they are to grow their enterprises."

--Carol Krol

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