Direct Marketing Association (DMA) Unveils Free Online Service

Enhances DMAChoice, the Consumer Portal for Choice

New Service Meets Consumers' Needs for Choice in Catalog Mailings, With

Most Secure and Efficient Method Yet to Reduce Mailings

Jan 08, 2008, 00:00 ET from Direct Marketing Association

    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 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
 its success."
     DMA encourages other mail opt-out services to refer consumers to 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 (, a set
 of guidelines that apply to all DMA members using mail to communicate with
 consumers. The DMA Board also adopted the Green 15
 (, 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
     About Direct Marketing Association (DMA)
     The Direct Marketing Association ( 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