DMAChoice® is an online tool developed by the Data & Marketing Association (DMA), 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 are under the care of guardians. Consumers may add their names (up to 5) online at no-cost by going to www.dmachoice.org, or they may mail in their preferences by sending a $1 administrative fee to the DMA.
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.