Catalogers Drawn to Alternative Opt-Out Service

During the NEMOA Conference in Burlington, Vt., on Sept. 18, representatives from two key member catalogers — Jim Feinson of Gardeners Supply and Steve Voigt of King Arthur Flour — reported strong results using the independent opt-out service Catalog Choice.

Although both use the Direct Marketing Association’s Mail Preference Service (MPS) as well (rebranded DMAChoice earlier this year), both said they feel Catalog Choice is the more consumer-friendly and better promoted of the two. “Also, we’ve learned that customers don’t trust the DMA,” Feinson said. “Its service isn’t as refined and user-friendly as Catalog Choice.”