DMAChoice - Save Money by Doing the Right Thing

DMAChoice™ is an online tool developed by the Direct Marketing Association to help consumers manage their mail. It is part of a larger program designed to respond to consumers' concerns over the amount of mail they receive, and it is the evolution of the DMA's Mail Preference Service, which was created in 1971.


What is the MPS Individual Company Brand Opt-in and Opt-Out service?
The direct marketing industry is at a crucial stage. State legislation aimed at restricting marketers' access to potential customers is on the rise at an alarming rate. Direct marketers must respond now to consumer requests for choice in how much mail they receive.

As of October, 2007 the DMA introduced its Commitment to Consumer Choice and made changes to the distribution frequency of its Mail Preference Service files.  In December of 2007, in addition to offering Consumers the choice of opting out of all mailings, it started offering consumers the choice of opting in and out of individual company and/or brand marketing solicitations as well. Once registered, a consumers name remains on the file for 5 years from their last contact.

How Does it Work?
Subscribers sign up for an annual subscription to the Individual Company Opt-in / Opt-out list and their brand name will be made available to consumers when they register for the DMAChoice Service (See Example)  If a consumer elects to opt-in or opt-out of mailings from the subscriber company, their name and address will be made available to the subscriber during the subscription period via download.

Each month, the subscribers unique month-to-date opt-in and opt out files are created on our website  (See OptIn Example) (See OptOut Example) ; the monthly file will be available for 3 months.  The data will be distributed as a tab delimited text file and contain the consumer name and address as well as the request date – the first row of each file will include the field names for ease of use.

The opt-in consumers may be sent marketing solicitations, but may not be shared with any other organizations.  Also, the opt-out consumers must be suppressed from all prospect marketing mailings.

Subscribers must agree to use the full MPS file which includes consumers electing to opt-out of prospecting mail solicitations from all companies.

Why use the MPS Company Opt-out and Opt in service?

·         You save valuable marketing dollars; unresponsive consumers are costly and resentful.

·         Subscribing to the Company Opt-in and Opt out service is good government relations.

·         Subscribing to Company Opt-in and Opt out service is smart customer relations.

 To Have your Brand Listed on DMAChoice:
Subscribe Online. Once the company is registered for the service, you will receive an email with the user-id and PW, at that time, log into, select DMAChoice Brand opt-in and opt-out, follow the DMAChoice link and setup the company brands.

An annual subscription fee of $1,000 for DMA members and $2,000 for non-members includes both the individual company opt-in and opt-out files. You will receive an email at the end of each month when the complete files for the month are posted and a renewal notice at the end of your annual subscription period.