Privacy Matters: Co-op Databases and Consumer Privacy

Use MPS properly. Many marketers simply tell customers to sign up for the DMA’s Mail Preference Service (MPS), rather than deal with an opt-out request. MPS is a useful tool that can help consumers substantially reduce the amount of mail they receive. But it won’t resolve all issues for consumers or marketers. Using MPS as a “one-stop shop” for all opt-out requests is counterproductive. After all, you certainly wouldn’t want your competitors telling consumers to place their names on MPS to make it impossible for you to contact them.