DMA Choice: Mail Preference Service developed by Data & Marketing Association

DMAChoice™ is an online tool developed by the Data & 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.


Direct marketing 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.

DMAChoice is an effective means of purging your mailing lists of consumers who want to receive less advertising mail at home. If you are not already a subscriber, you should be. Using DMAChoice can be the single most important contribution your company or organization can make to preserve the information access that is the foundation of successful direct marketing. Use of this file for prospects is a condition of Data & Marketing Association membership and is required as part of the DMA’s Commitment to Consumer Choice. In addition, mailing smarter is one of DMA’s Green 15 Environmental Resolutions.


  • You save valuable marketing dollars; unresponsive consumers are costly and resentful.
  • Subscribing is good government relations.
  • Subscribing to the leading mail preference service is smart customer relations.

How Does It Work?

DMAChoice is a residential file of consumers who do not wish to receive promotional mail at home. Individuals register with DMAChoice online (at no charge) at or by sending their name and home address (along with a $1 processing fee) to the Data & Marketing Association. Consumers learn about the availability of the service through federal, state, and local government and other consumer protection agencies and print and broadcast advertising.

For purposes of DMAChoice, direct mail is currently divided into four categories: Credit Offers, Catalogs, Magazine Offers, and Other Mail Offers (which includes nonprofit mailings). (Consumers wanting removal from pre-screened credit offers are referred directly to the credit bureaus’ opt-out service.) Consumers can request name-removal from an entire category at once, or from all three of the managed categories. (In the future, DMA will most likely offer additional categorical choices for consumers.)

Once you become a subscriber to DMAChoice, each month you will receive the full consumer opt-out file and the monthly updates. The full file is a complete list of all consumers who have registered with the service and it replaces all previous files (It includes the monthly updates file.). The monthly updates include all consumers registering during the previous month (additions). Deletions are recorded on the full file only.

Match up the DMAChoice file against all prospect lists you use, as well as your house list when it is rented out. You need only remove the names checked with the category relevant to your business. For instance, if you are a magazine publisher, you only need to remove the consumers who indicated the “PRINT_MEDIA” category.


The subscription fee covers a 12-month subscription year and includes both the full opt-out file and monthly updates. You will receive a renewal notice at the end of your subscription period.

Annual Subscription

Mailers – Flat fee of $2,750 for DMA members, $5,500 for non-DMA members.

Service Providers - A tiered pricing structure with a floor of $2,750 and a ceiling of $27,500 for DMA Members, based upon the volume of names the service organization processes against the DMAChoice file.

Annual Subscription Pricing Model for Service Providers

Records Processed against the DMAChoice files (Yearly Estimate)

DMA Members

Non-DMA Members

0 to 50 Million

$ 2,750

$ 5,500

50 Million to 100 Million

$ 5,500


100 Million to 500 Million



500 Million to 1 Billion



1 Billion to 5 Billion



Over 5 Billion




How to subscribe to DMAChoice:

  • Subscribe now and you will be given a choice to pay immediately by credit card or receive an emailed agreement and invoice.



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. 
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.

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