3m MPS
During weeks of negative media coverage of direct mail, the Mailing Preference Service (MPS) experienced a surge in registrations. At the height of the coverage, daily registrations peaked at 40,000. During August there were 111,151 registrations to the MPS website, but this has slowed to daily registrations of 2,000. The file now stands at three million.
The Direct Marketing Association (DMA), which operates the MPS, attributes the blip in registrations to articles in the Daily Mail, the Daily Telegraph and GMTV, all of which promoted the service. "While obviously supporting the consumer's right to express a preference for not receiving direct marketing, DMA research shows that people rely on direct mail more than they might initially realise," says Mike Lordon, director of consumer services, compliance and accreditation at the DMA.
The TPS file size has fallen slightly since last month, while registrations for the Fax Preference Service reached 1,841,869 and the Baby MPS 8,282.
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