If you rent three-month hotline files and have noticed a drop in response, you might want to inquire into the "paid" status of the list, advises Rickard List Marketing, a list management and brokerage firm in Melville, NY. This select does not always contain customers who have paid for the product or services ordered; sometimes, parts of the file include customers who have purchased from the company in the past and maintained satisfactory payment histories. The list owner includes these individuals in the "paid" select on the hotline, even though they may be at risk for not paying on their latest orders—a mitigating

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