DMA: Data and Marketing Association
Consumer Help

DMA Consumer Choice Services

The DMA asks that its members abide by consumer choices for their marketing offers, regardless of the marketing channels used. The DMA provides several suppression file services to its subscribers to process as they prepare marketing and fundraising campaigns. These suppression services are as follows:

DMAchoice®/Mail Preference Service (MPS):

DMAChoice® is an online tool developed by the data division of the ANA, formerly the Direct 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.

This suppression file includes consumers who no longer wish to receive mail; consumers who are deceased; and consumers who are unable to make their own choices and have a caretaker. Consumers may add their names for ten years and fee of $2 by going to www.dmachoice.org, or they may mail in their name for suppression by sending a $3 administrative fee to the DMAchoice service at this address:

P.O. Box 900
Cos Cob, CT 06807

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 DMA 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 for industry government relations.
  • Subscribing to the leading mail preference service is smart customer relations.

For purposes of DMAChoice, direct mail is currently divided into four categories: Credit Offers–this section goes to the federally-required prescreened credit offers opt-out page (See optoutprescreen.com). Consumers wanting removal from pre-screened credit offers are referred directly to the credit bureaus’ opt-out service. The other categories are Catalogs, Magazine Offers, and Other Mail Offers (which includes nonprofit mailings). Consumers can request name-removal from an entire category at once, or from all three of the managed categories. 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 in the past 10 years and it replaces all previous files. The monthly updates include all consumers registering during the previous month (additions). Deletions are recorded on the full file only.

Using the File:
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.

Deceased Do Not Contact List:

The Deceased Do Not Contact List (DDNC) is a consumer service instituted in October 2005, sponsored by the DMA (DMA). The former contact information for deceased individuals is entered into our Mail, Telephone and E-mail Preference Services, and offered as a Stand-Alone file so that marketers can suppress them from marketing lists. On Preference Service files, the information for deceased individuals will be flagged so marketers will be able to run those specific names against their prospect marketing lists.

How do I use the DDNC information found on the Preference Service files?
While the names of living individuals registered on MPS, TPS or e-MPS will stay on the Preference Service files for up to ten years, the names of deceased individuals will remain on the files permanently.

To assist you in removing the names of the deceased, they will be included on each preference service file, but they will be flagged (last position of each Deceased record will contain a “D”). Marketers must remove all flagged records from prospect marketing solicitation lists.

What is the Stand Alone DDNC File?
Even though the names of the deceased are included free of charge on the existing DMA Mail, Telephone and E-mail Preference Service files, for your convenience, the DMA is also making available a separate file of individuals who have been registered on our DDNC database. The data will include their name, address, phone, e-mail address, date of death and age at time of death. A nominal yearly subscription fee is charged for this new file should you need it.

Telephone Preference Service:

The Telephone Preference Service includes the official state Do Not Call Lists from the Commonwealth of Pennsylvania and the state of Wyoming. The DMA’s Telephone Preference Service is an easy and cost-effective way to scrub your calling lists of consumers who do not want to receive telemarketing calls at home.

State do-not-call requirements: Subscribing to the DMA’s TPS file is necessary to remain in compliance with state mandated do-not-call requirements for the Commonwealth of Pennsylvania and Wyoming. Please note that except for these states, the state mandated do-not-call files and the FTC lists are NOT part of the Telephone Preference Service file. (Further information on how to obtain other state do-not-call lists is available at their State Attorney General’s websites. Further information on how to obtain the FTC list is available from the FTC at https://telemarketing.donotcall.gov/)

DMA E-Mail Preference Service (E-MPS):

State legislation aimed at restricting marketers’ access to potential customers continues at an alarming rate. Direct marketers must respond today to consumer requests for choice in how much e-mail they receive. Irritating consumers who might be receptive to hearing from marketers in other media or who might buy from them directly without being solicited, decreases your chances of maintaining good relationships with your customers. It could also cause your email to be classified as spam.

The DMA’s E-Mail Preference Service offers two solutions to this:

  • E-MPS Suppression File
  • E-MPS Cleaning

The first is the e-MPS suppression file. This list consists of email addresses from consumers who have contacted the DMA and registered with E-MPS in order to reduce the amount of unsolicited commercial e-mail.

These e-mail addresses are entered into the E-MPS suppression file. All DMA members who wish to send unsolicited commercial e-mail must scrub their prospect e-mail lists of the individuals who have registered with e-MPS. Using e-MPS is not only good business, but is also a requirement for all DMA members under the Privacy Promise.


DMAChoice - 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)
0 to 50 Million
50 Million to 100 Million
100 Million to 500 Million
500 Million to 1 Billion
1 Billion to 5 Billion
Over 5 Billion

DMA Members

$ 2,750
$ 5,500

Non-DMA Members

$ 5,500

To Learn More & Sign up:

See http://www.ims-dm.com and follow the DMAChoice link. Click on “Subscribe Now” and you will find a listing of the suppression services. You may either continue on-line, clicking through the agreement forms or select “pay by check” and you will be emailed the agreements and an invoice for the selected product.

An email will be sent when new files (monthly) are ready for download. For questions you may email us at ethics@thedma.org or solutions@ims-dm.com