Customers to get more control of junk mail

NEW YORK - Consumers griping about how they get bombarded with piles of marketing mail from store catalogs to credit card offers can soon get some relief.

The Direct Marketing Association — the leading trade association for catalog and other direct mail businesses — has relaunched its portal site for consumers that will allow them to edit how much mail they receive — both physical and virtual — from financial companies to catalog retailers.

With the site, DMAchoice.org, relaunched Monday, customers register for free and indicate who they want to hear from. Consumers can choose by business name or entire categories such as credit card offers, catalogs or magazines. Furthermore, the tool allows consumers to control the frequency of the mailings by connecting them directly to the merchant.

Opt-outs are valid for a three-year period, after which consumers will be contacted to determine their preferences.

Prior to the relaunch, customers could only indicate whether they wanted to receive any direct mail at all.

The goal, according to DMA, is to build a community where consumers can interact with marketers, learn about one-time opportunities, special offers, promotions and coupons.

"This is a win-win for marketers and consumers," said John A. Greco, Jr., president and CEO of DMA. He noted that the new tool changes the way people view and manage their mail.

DMAchoice already serves more than 4 million registered consumers and does not share consumer information with third parties.

The Direct Marketing Association represents more than 3,400 companies, from catalog retailers like L.L. Bean to financial service companies such as American Express.

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