DMA strengthens efforts to give mail recipients more choices

List Hygiene

As part of its ongoing effort to enhance consumer control over marketing mail and e-mail, the Direct Marketing Association has created an enhanced mail-preference-suppression initiative, DMAchoice. The technology enables consumers to go online to opt into or out of mail based on company, brand or entire categories.

The effort also is a key reason why DMA officials insist that Do Not Mail legislation is unnecessary. In 2008, 12 state legislatures had 15 Do Not Mail bills under consideration, including seven states that carried bills over from 2007 and five dealing with newly introduced proposals.

The DMA has expressed concern that the bills could threaten the more than $702 billion in increased sales that advertising mail contributed to the U.S. economy in 2008.

“DMAchoice is about empowering consumers to identify what they like and do not like,” says Senny Boone, DMA’s senior vice president, corporate & social responsibility. “It allows marketing professionals to do their jobs more efficiently, and that’s good for both consumers and marketers.” For more information, visit dmachoice.org.