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DMA Bolsters Consumer Choice with Expanded Opt-Out Service
New York, NY, August 16, 2012 — The Direct Marketing Association (DMA) today announced the expansion of its suppression tool that allows consumers to exercise greater choice over the mail they receive. DMAchoice.org, DMA’s longstanding online tool that helps consumers manage their mail preferences, is now available to marketers using the Postal Service’s new product, Every Door Direct Mail (EDDM).
In July, The US Postal Service introduced its Every Door Direct Mail (EDDM) — a service that lets businesses deliver advertising mail within specified zip codes without having to supply names and addresses — thus allowing postal carriers to deliver promotional mail to every patron on their route. To ensure that consumers’ suppression choices continue to be honored within this system, DMA has launched an easy, cost-effective suppression service for EDDM to honor consumer choice to opt out of EDDM.
“The expanded EDDM opt-out service bolsters DMAchoice by adding a new component for local printers and marketers who want to do the right thing, and honor consumer choice to opt out of EDDM.” said Senny Boone, DMA’s senior vice president of corporate and social responsibility. “This tool is good for business, helps consumers with their mail choices, and builds consumer confidence in the mail.”
How the System Works
Commercial mailers use “facing sheets” containing instructions for letter carriers as well as a barcode used in processing. Through DMA’s EDDM service, the addresses of individuals that have notified DMA of their desire NOT to receive any promotional material will be printed on the facing sheets so they may be excluded from the delivery.
Consumers who do not wish to receive mail addressed to all residences/businesses on a postal route may opt out by placing their names on DMAchoice or DMA's EDDM opt-out list. Businesses seeking to subscribe through DMA’s service provider can subscribe online or download the subscription agreement.
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About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing. Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques.
In 2012, marketers — commercial and nonprofit —will spend $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $2.05 trillion in incremental sales. In 2012, direct marketing accounts for 8.7 percent of total US gross domestic product and produces1.3 million direct marketing employees in the US. Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.
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