Make a Renewed Commitment to Consumer Choice
4. Use the Mail Preference Service (MPS) frequently. This suppression list of consumers who prefer to receive no commercial solicitations or requests for donations has been in existence for decades. DMA members have been required to use MPS at least once every three months to suppress names on all prospect lists. Under that system, however, consumers sometimes didn’t see the results of their choices for several months.
Starting next month, consumers will see the results of their choices faster because MPS will be updated and available every month, instead of every three months.
It’s time for multichannel marketers to again step up to respond to consumers. Self-regulation is an efficient, cost-effective way to guide the marketplace. Taking it seriously benefits both consumers and you. It’s worked before, but we need to take the necessary steps to protect our ability to mail.
If all catalogers unite in support of the CCC, we’ll keep the mail medium open for business. If not, it could be a tough road ahead. For some helpful resources, go to www.dmaccc.org or www.the-dma.org/environment.
Pat Kachura is senior vice president for ethics & consumer affairs at The Direct Marketing Association. You can reach her at (202) 861-2410 or firstname.lastname@example.org.