NEW YORK, Jan. 8 /PRNewswire-USNewswire/ -- The Direct Marketing
Association (DMA) today announced plans to enhance DMAChoice, with the
latest evolution of DMA's Mail Preference Service (MPS), and remove the $1
verification fee online, to help consumers decide what catalogs they
receive in their mailbox. The $1 charge had been an integral part of the
MPS validation process.
For the first time, DMA will allow consumers to opt out of mailing
lists by individual brands for free online through DMAChoice, accessible to
consumers at www.dmachoice.org. In addition, consumers will be able to
select the catalogs they do wish to receive. DMAChoice has been enhanced to
provide consumers greater choice and will assure the catalog community with
the most reliability, security, authenticity, and control.
"DMA's Mail Preference Service, part of DMAChoice, is now the most
effective and secure way for consumers to only receive the mail they want
and to express their preferences for mailings they do not want -- it's all
about relevance," said DMA President & CEO John A. Greco, Jr. "DMAChoice is
the portal for consumer choice. It is where consumers can go to modify
their mail and email preferences. Our long-term vision is to build a
community where consumers can interact with marketers -- learn about
opportunities, offers, coupons, and special events marketers develop for
"Through DMAChoice, we will include tips on how to be a smart shopper
with sage advice on how to protect yourself online through fraud alerts,
all available online," continued Greco. "Eventually, we hope to create an
environment where consumers can communicate with one another. It is yet
another example of how DMA and its members are moving proactively to
regulate ourselves and promote the choice of consumers."
"As a result of this latest upgrade, consumers have greater control
over their mail," said Steven K. Berry, DMA executive vice president,
government affairs and corporate responsibility. "The elimination of the $1
verification fee online is a positive next step by DMA to support its
commitment to consumer choice and ensure privacy on behalf of consumers."
The service will allow consumers to choose individual brands and
catalogs they no longer want to receive through the website, an extension
of the service already available to consumers via mail.
"I congratulate DMA for taking an important step in protecting and
showing respect for consumer choice," said Steve Cole, president and CEO of
the Council of Better Business Bureaus. "Elimination of the 'all or
nothing' opt-out procedure demonstrates DMA's readiness to take action on
issues that matter to consumers; in this case, the reality that many of us
want some catalogs and not others. I also applaud DMA for eliminating fees
online for the opt-out service, which will go a long way toward assuring
DMA encourages other mail opt-out services to refer consumers to
www.dmachoice.org as the place to meet with and express their individual
mail preferences to the direct marketer community. DMA believes that with
the enhancements made to MPS, it is enabling more relevant and responsible
relationships between marketers and consumers.
Consumers will continue to be asked for a credit card number to
validate their identity and mailing address when registering as a no-charge
transaction, but they will not be charged. DMA will not keep personal,
identifiable information and will not use the information for marketing
purposes. The validation process uses the most rigorous method available
today to validate an identity and a mailing address in a secure way for
consumer preference services.
DMAChoice is part of DMA's broader initiative to meet consumer concerns
over volume and choice in the receipt of mail. DMA recently announced its
new Commitment to Consumer Choice (http://www.dmaccc.org/Home.aspx), a set
of guidelines that apply to all DMA members using mail to communicate with
consumers. The DMA Board also adopted the Green 15
(http://www.the-dma.org/Green15Toolkit/), a resolution calling all members
to implement 15 business practices to deliver environmental benefits.
DMA's Mail Preference Service is the official mail preference
suppression service for the catalog marketing community -- and has been for
the last 36 years -- and is supported by the United States Postal Service.
For more information on DMAChoice, visit www.dmachoice.org.
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading
global trade association of businesses and nonprofit organizations using
and supporting multichannel direct marketing tools and techniques. DMA
advocates standards for responsible marketing, promotes relevance as the
key to reaching consumers with desirable offers, and provides cutting-edge
research, education, and networking opportunities to improve results
throughout the end-to-end direct marketing process. Founded in 1917, DMA
today represents nearly 3,600 companies from dozens of vertical industries
in the US and 50 other nations, including a majority of the Fortune 100
companies, as well as nonprofit organizations.
In 2007, marketers -- commercial and nonprofit -- spent $173.2 billion
on direct marketing in the United States. Measured against total US sales,
these advertising expenditures generated approximately $2.025 trillion in
incremental sales. In 2007, direct marketing accounted for 10.2 percent of
total US gross domestic product. Also in 2007, there were 1.6 million
direct marketing employees in the US. Their collective sales efforts
directly supported nearly 9.0 million other jobs, accounting for a total of
10.6 million US jobs.
The Power of Direct: Relevance. Responsibility. Results.
SOURCE Direct Marketing Association