The Email Preference Service








DMA members who wish to send unsolicited commercial email must purge their e-mail prospecting lists of the individuals who have registered their email address with eMPS.

The Email Preference Service (eMPS) is a United States based consumer service sponsored by the Data & Marketing Association (DMA). Established in 1917, DMA is the oldest and largest national trade association serving the data-driven direct marketing field.

  • How do I get off email lists?
    You may register with the national eMPS removal file online. Registration is good for six years.

    Use our online registration form.

    You must register your email address with eMPS directly; third party requests cannot be processed.
  • What happens after I request my email removal?
    When you register with eMPS, your name is placed on a "delete" file which is made available to companies. This service is for the United States only.
  • Will registration with eMPS end all advertising mail?
    No. You will continue to receive mail from companies with which you do business and from charitable or commercial organizations which do not choose to use eMPS. In addition, you may continue to receive email from many local merchants, professional and alumni associations and political candidates. Unfortunately, there are also many individuals who do not adhere to best business practices and do not remove people who do not wish to receive unsolicited email before sending emails.
  • A company told me they got my name from DMA, and I should call you to get my name taken off its list.
    DMA doesn't have lists or give email addresses to any marketing company except to remove the email addresses of consumers who want less mail. DMA cannot take your name off XYZ Company's list -- only that company can. Ask the XYZ Company to place your name on the company's in-house suppress file so that it will not send any further email to you. Some unscrupulous companies have also illegally listed the Email Preference Service Web site as a way to unsubscribe from their mailings, even though they do not use the service to clean their lists.
  • Why do I get emails that list this Web site to opt-out?
    Email marketers who use DMA's email opt-out address in their marketing message must be a subscriber to DMA's Email preference service AND first obtain permission from DMA. DMA does NOT send emails with this opt-out address or emails to consumers.

    To use DMA's email opt-out address the marketing message MUST follow this format:

    "The Data & Marketing Association did not send this email to you. The sender of this email, [Company Name], warrants that it subscribes to the Data & Marketing Association Email Preference Service and adheres to the policies and restrictions of that service. Consumers who have requested through the DMA consumer opt-out service [And Others] not to receive unsolicited commercial emails are removed from this company's contact lists under this agreement. Consumers who wish to add their names to DMA's opt-out service can do so at [Company Name] can be contacted directly at [Legitimate Company Email Address]."

    Some unscrupulous companies have listed the Email Preference Service Web site as a way to unsubscribe from their mailings, even though they do not use the service to clean their lists. If the link you followed did not use the format above, the sender has used the link without permission.

    According to DMA guidelines an unsolicited email message should have two opt-out options:

    1. US consumers may choose to opt out of receiving email from a specific US marketer.
    2. US consumers may opt out of having their email address rented or shared with other US marketers.