- The MPS provides the opportunity for consumers to register their objection to receiving unsolicited direct mail
- Although there is no legal requirement to screen addresses against the MPS, it is a condition of the DMA Code of Practice to which all member companies must adhere
- With UK consumers spending over £27 billion every year on goods bought through direct mail, it makes sense to respect the stated preferences of the consumer and avoid sending mail to those who do not wish to receive it
Managed by the Governance Division of the DMA (UK), the Mailing Preference Service (MPS) is an expanding list of consumers who have registered their wish not to receive unsolicited direct mail.
Since its inception in 1983, the MPS has tried to encourage good relations between the Direct Mail industry and the general public. Although screening customer data against the file is not a legal requirement, use of the MPS is a condition of the DMA Code of Practice and the British Codes of Advertising, Sales Promotion and Direct Marketing.
With UK consumers spending over £27 billion in 2005 on goods purchased through direct mail, recognising and respecting their preferences is simple common sense. Screening against the MPS not only protects future sales opportunities, it also reduces campaign costs and wastage, improving ROI and ensuring that potential customers are not put-off by unwanted mailers.
