Industry Eye Letter: How DMA Can Contain Catalog Backlash

Dear Editor,

RE: “DMA Drops MPS Fee” that ran in February's IndustryEye, the Direct Marketing Association took the right step by eliminating the $1 sign-up fee, but its Mail Preference Service (MPS) still requires a credit card number to ensure authenticity. There are more than 4 million names on the MPS suppression file, but DMA hasn’t done much to promote MPS to consumers and its membership base. More importantly, the DMA hasn’t made it easy for consumers to have their names added to the do-not-mail list.