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Mail Preference Service
An MPS licence makes good business sense
An MPS licence gives you access to the Mailing Preference Service (MPS) Register, the offi cial ‘do not mail’ register in the UK, a service run by the DMA which enables individuals to opt out of unsolicited, personally addressed advertising mail. (Consumers can register with the MPS for free.)
The golden rule of 1-to-1 communications is to respect your customers’ wishes by contacting them on their terms. Businesses should, therefore, always refer to the MPS Register before embarking on an advertising mail campaign to ensure that they do not send mail to people who have said they do not want to receive it.
That’s why screening mailing lists against the MPS Register and other mailing suppression fi les is a condition of DMA membership.
The MPS licence in a nutshell
What are the business benefits of having an MPS licence?
• It saves your business money: you’ll pay less for screening your lists against other commercial suppression fi les, which usually charge a royalty fee for each match
• It shows that you’re a responsible marketer who respects a consumer’s right to choose who they receive 1-to-1 communications from
• It reduces waste: you save on production costs by only sending mail to people who want to receive it
How much does an MPS licence cost?
An annual licence costs £1,150 (+VAT). This gives you full access to the MPS Register and you can download it from our secure server whenever you like.
There are other options for businesses that do not have large scale mailing campaigns. If your business only sends out a couple of mailings in a year, you’re better off with a one-off fi le, which costs £290 (+VAT). So for two mailings you’re looking at £560 (+VAT).
If you’re a local business looking to send a oneoff mailing to a small geographical area you could download a segment of the MPS Register for as little as £60 (+VAT).
How does having an MPS licence help future-proof the advertising mail industry?
By using your MPS licence to screen your mailing lists against the MPS Register you’re helping to safeguard our industry from government intervention. It shows legislators and regulators that we are responsible marketers and that the industry is capable of regulating itself.
What’s more, only sending advertising mail to people who want to receive it improves response rates of campaigns and builds consumer goodwill towards advertising mail.
My supplier handles my mailing lists. Do I still need an MPS licence?
You may not need a licence but if you are a DMA member you’re responsible for your suppliers’ actions under the DMA Code. So if another business looks after your mailing list – your agency or mailing house for example – it is your responsibility to ensure that they are screening the list against the MPS Register.
An MPS licence will help make your mailings more cost-effective so it’s worth checking with your supplier whether or not they have one.
What does the law say?
While it isn’t illegal to send advertising mail to people on the MPS Register, the Consumer Protection from Unfair Trading Regulations 2008 says an organisation shouldn’t repeatedly contact someone if they’ve asked not to be contacted.
The MPS could become a legal standard, in which case all organisations will be required by law to screen their lists against the MPS Register. Having an MPS licence shows that your business is actingresponsibly and respects the wishes of customers.