If a consumer asks to be removed from your mailing list then you should add them to your internal suppression file. It is not appropriate to refer consumers to DMA in situations where the consumer is requesting name suppression from your organization and from those that you share or rent lists to. When companies refer consumers to DMA, they often think that we are the list source and that the DMA can remove them from individual company files.
The Data & Marketing Association encourages all marketers to adhere to its self-regulatory Guidelines for Ethical Business Practice and its Commitment to Consumer Choice (CCC) program. This includes promptly honoring individual opt-out requests, whether the individual is a customer or prospective customer. Our guidelines require that you keep a list of consumers who have asked not to hear from you and remove them from your in-house mailing lists and list you may rent or share.
Certainly, if a consumer would like to be removed from multiple lists, not including your own organization’s mailing list, then these consumers can be referred to the DMA’s mail preference service: www.dmachoice.org. However, DMAChoice should not be used in lieu of maintaining an internal suppression file. For more information about DMAChoice, please visit our solution provider.
We ask that you make sure your front-line customer service representatives are properly trained on how to handle name removal requests.