Mail opt-out by name launched

Changes to the Mail Preference Service registration procedure this month will give fundraisers greater flexibility to send direct mail to people.

Registration with the scheme, which means people can opt out of receiving direct mail, will be done under individual forenames and surnames from now on, rather than by one surname per household.

This will allow people to receive direct mail, even if another member of the same household has registered with the service and opted out.

Mike Lordan, director of consumer service compliance and accreditation at the Direct Marketing Association, said: "The changes will give fundraisers greater freedom to market to people in households who want to receive direct mail."

Between 30,000 and 40,000 households register with the Mail Preference Service each month.

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