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Testing DMA's mail preference service ... some interesting results.(Direct Marketing Association)
Direct Marketing, February, 1999 by Rosenfield, James R.
One technique in establishing public relations in direct marketing is the Mail Preference Service (MPS) developed by the Direct Marketing Assn (DMA). Results, however, show problems of non-compliance, technological incompetence or unskillfulness and active malevolence. One speaker at a DMA conference even commented that MPS is among the most responsive lists due to low volume of mails they receive.
How the DMA's Mail Preference Service plays out...plus, some thoughts on South Africa, and the sorry state of business-to-business.
The Direct Marketing Association's Mail Preference Service (MPS) is a good public relations tool, and certainly well-intentioned. Through the years, though, I've had several concerns about it. After looking carefully at the mail an...
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