Mailing Preference Services (MPS)
The Mailing Preference Services (MPS) is a database containing names and addresses of individuals who have opted out of receiving unsolicited direct mail marketing. As of June 2024, 6 million people have registered their preference to reduce unwanted mail. Although compliance with the MPS is not mandatory by law, it is strongly recommended and considered best practice within the direct marketing industry.
Non-compliance with the MPS does not result in legal penalties but can lead to complaints to regulatory bodies and damage to a company’s reputation. Therefore, it is highly advisable for companies engaged in direct marketing to comply with the MPS guidelines to avoid potential complaints and maintain consumer trust.
Introduction
What it is:
The Mailing Preference Service (MPS) is a central registry containing name and addresses of individuals who wish to opt out of receiving unsolicited direct mail marketing. The MPS database includes personal information such as names and addresses of individuals who have registered their preference to reduce unwanted mail. This service is essential to ensure companies do not send mail to individuals who have registered their objection to such communications.
The specific data available within the MPS file typically includes:
Full Name: The complete name of the individual who has opted out.
Address Line 1: The first line of the address.
Address Line 2: The second line of the address, if applicable.
City/Town: The city or town where the individual resides.
County/Region: The county or region of the address.
Postcode: The postcode of the address.
Date of Registration: The date when the individual registered for the MPS.
Legal Compliance
Relevant Regulations:
The MPS ensures companies comply with the General Data Protection Regulation (GDPR) and the Data Protection Act 2018. Under the General Data Protection Regulation (GDPR), it is important for businesses to respect an individual’s preferences to avoid potential complaints and maintain consumer trust. Failure to adhere with MPS guidelines can lead to complaints being raised with the Information Commissioner’s Office (ICO), and in some cases, companies could face substantial fines.
Compliance Benefits:
By utilising the MPS file, companies ensure they do not breach these regulations, thus avoiding potential fines and legal issues. This also improves brand reputation by respecting consumer privacy preferences.
Benefits for Businesses
Operational Benefits:
Cleansing contact lists using the MPS file improves data accuracy by identifying and suppressing names and addresses that should not be contacted for marketing purposes.
Reputational Benefits:
Respecting a consumer’s preference to opt out of marketing mail helps your business to maintain a positive brand image and fosters better relationships with current and potential customers.
Financial Benefits:
By avoiding fines from non-compliance with GDPR and DPA and improving the targeting of marketing campaigns, companies can see an increased ROI and decreased operational costs.
Data Collection
Sources of Information:
The MPS data is supplied and maintained by the Direct Marketing Association (DMA) and is collated from registrations by individuals directly with the MPS service. The MPS is intended to help both consumers and businesses.
Data Accuracy and Updates:
The MPS data is updated regularly, typically monthly, to ensure the data available is accurate and relevant. New registrations are promptly processed and added to the database, providing companies with the most up to date information available.
Application and Usage
Use Cases:
Businesses utilise the MPS file to cleanse their marketing contact lists, so they do not send direct mail to individuals registered on the MPS. This is vital for direct mail marketing campaigns.
Implementation:
Companies can integrate the MPS data into their CRM systems or use it as part of their data cleansing services to routinely check and update their contact lists.
If you wish to register your name and address on the MPS to avoid unsolicited direct mail, please visit the Mailing Preference Service website. The MPS allows individuals to opt out of receiving direct mail marketing with a central service.
