The Mailing Preference Service (MPS) is one of the most important suppression files in UK direct mail. Managed by the Data & Marketing Association (DMA), MPS allows consumers to opt out of receiving unsolicited mail, that is, marketing they did not ask for and from companies they have no existing relationship with.

In short, if you are sending cold mailings, the MPS is your best friend. It protects consumers’ preferences and keeps you compliant with best practice and data protection principles.

When You Need to Use MPS

Any business using third-party or prospect data for direct mail campaigns must screen against the MPS before mailing. This ensures that anyone who has opted out of receiving unsolicited marketing is removed from your mailing file.

Failing to apply the MPS is not just poor practice; it can lead to complaints, wasted print and postage spend, and reputational damage.

You can find more information about the service on the official site:

When You Do Not Need MPS

It is important to note that the MPS only applies to unsolicited mail. You do not need to apply it to your own customer data or to prospects who have given consent to receive your communications.

If a person has a relationship with your business, whether they are an active customer or have explicitly opted in, you are entitled to communicate with them, provided you comply with current data protection regulations.

Keeping Your Data Clean and Compliant

Applying the MPS is just one part of responsible data management. To ensure your mailing data is accurate, compliant, and cost-efficient, regular data hygiene should be standard practice.

Our tools make this simple:

  • Cygnus – Our flagship data hygiene platform that handles all major suppression and cleansing routines, including MPS.
  • SwiftCleanse – A cloud-based solution for automated, scalable cleansing routines.
  • SwiftCore Cleanse API – Enables developers to integrate real-time data hygiene directly into their own applications, keeping customer databases clean from the moment data enters your systems.

With these tools, you can ensure your mailing data is compliant, targeted, and cost-effective while staying on the right side of consumer preference and DMA guidance.