Summary
EMPS (Email Preference Service) is a service managed by the DMA that allows US consumers to remove themselves from direct marketing email lists. While its direct relevance may have diminished, the principles it represents – respecting opt-out requests, maintaining clean email lists, and prioritizing subscriber consent – remain critical for email marketing success. Compliance with opt-out requests, whether through EMPS or other mechanisms, is crucial for maintaining sender reputation, avoiding legal penalties (CAN-SPAM, GDPR), and ensuring high deliverability. Modern email marketing emphasizes opt-in strategies, list segmentation, and targeted content to engaged subscribers, furthering the importance of respecting recipient preferences and building trust. Proper handling of subscriptions and unsubscriptions is critical to avoid abuse, maintain clean mailing lists, and honor consumer email preferences. Documentation emphasizes the importance of consumer privacy, data protection, and empowering users with control over their data.
Key findings
- Definition of EMPS: EMPS allows consumers to remove themselves from US direct marketing email lists.
- Relevance to Opt-Out: EMPS is a DMA's version of global opt-out lists.
- Compliance Importance: Compliance with opt-out requests is essential for sender reputation and avoiding legal issues, as mandated by CAN-SPAM and GDPR.
- Impact on Deliverability: Respecting opt-out requests and maintaining clean lists improves email deliverability.
- Modern Email Practices: Email marketing emphasizes opt-in, segmentation, and engaged subscribers.
- Holistic Compliance: True compliance requires preference respect across all platforms, beyond just an unsubscribe link.
- Consumer Empowerment: Users must have control over their data and email preferences.
Key considerations
- Evolving Relevance: While EMPS might be less directly used now, respecting subscriber preferences is paramount.
- Legal Compliance: Adhering to opt-out requests is a legal requirement (CAN-SPAM, GDPR).
- List Hygiene: Regularly clean lists by removing unsubscribed and inactive contacts.
- Opt-in vs. Opt-out: Prioritize opt-in strategies for engaged subscribers.
- Segmentation & Targeting: Send relevant content to targeted segments to improve performance and reduce spam.
- Preference Management Systems: Implement systems that manage and respect subscriber preferences comprehensively.
- Ethical Marketing: Prioritize ethical marketing by always honoring consumer choice.
What email marketers say
12 marketer opinions
EMPS (Email Preference Service) is a service, managed by the Data & Marketing Association (DMA), designed to allow consumers in the United States to remove their email addresses from direct marketing email lists. While its direct relevance may have diminished over time, the underlying principles it represents – respecting opt-out requests, maintaining clean email lists, and prioritizing subscriber consent – remain critical for email marketing success. Compliance with opt-out requests, whether through eMPS or other mechanisms, is crucial for maintaining sender reputation, avoiding legal penalties, and ensuring high deliverability rates. Modern email marketing emphasizes opt-in strategies, list segmentation, and targeted content to engaged subscribers, furthering the importance of respecting recipient preferences and building trust.
Key opinions
- Definition of EMPS: EMPS is an Email Preference Service enabling consumers to remove themselves from US-based marketing email lists.
- Relevance to Opt-Out: eMPS is a DMA's version of global opt-out lists, although its direct relevance may have diminished.
- Compliance Importance: Compliance with opt-out requests is essential for sender reputation and avoiding legal issues.
- Impact on Deliverability: Respecting opt-out requests and maintaining clean lists improves email deliverability.
- Modern Email Practices: Current email marketing emphasizes opt-in strategies, segmentation, and engaged subscribers.
Key considerations
- Evolving Relevance: While eMPS might be less directly used now, the principles of respecting subscriber preferences remain paramount.
- Legal Compliance: Adhering to opt-out requests is a legal requirement, regardless of the specific mechanism.
- List Hygiene: Regularly cleaning email lists by removing unsubscribed and inactive contacts is crucial.
- Opt-in vs. Opt-out: Prioritizing opt-in strategies builds trust and leads to more engaged subscribers.
- Segmentation & Targeting: Sending relevant content to targeted segments improves email performance and reduces spam complaints.
Marketer view
Marketer from Email Geeks shares that the only "opt out" list they know of with some relevance is the rtr list in Austria but that's only relevant if the marketer doesn't have consent in the first place.
1 May 2024 - Email Geeks
Marketer view
Marketer from Email Geeks explains that eMPS is the *Email Preference Service* and allows you to remove your email from United States-based lists and provides a link to a faq page: <https://www.ims-dm.com/cgi/offemaillist.php>
16 Jun 2024 - Email Geeks
What the experts say
2 expert opinions
Experts emphasize that while having an unsubscribe link is crucial, complete compliance with regulations requires respecting subscriber preferences across all lists and platforms, as highlighted by services like eMPS. Proper handling of subscriptions and unsubscriptions is critical to avoid abuse, maintain clean mailing lists, and honor consumer email preferences.
Key opinions
- Unsubscribe Link Adequacy: Having an unsubscribe link alone does not guarantee email marketing compliance.
- Importance of Subscriber Preferences: Respecting subscriber preferences across all lists and platforms is crucial for compliance.
- Proper Handling of Subscriptions: Correct and prompt processing of opt-out requests prevents abuse and maintains clean lists.
- Relevance of EMPS: eMPS highlights the significance of honoring consumer email preferences.
Key considerations
- Holistic Compliance: Ensure compliance extends beyond basic unsubscribe links to cover all aspects of email marketing.
- Preference Management: Implement systems that effectively manage and respect subscriber preferences.
- Proactive List Management: Regularly review and update subscription and unsubscription processes to prevent abuse.
- Consumer-Centric Approach: Prioritize honoring consumer email preferences to build trust and maintain a good reputation.
Expert view
Expert from Spam Resource responds to the risk of list bombing and the importance of proper subscription and unsubscription handling. While they don't directly mention EMPS, the expert highlights how critical it is to process all opt-out requests correctly and promptly to prevent potential abuse and maintain a clean mailing list, which aligns with the goals of EMPS in honoring consumer email preferences.
25 Mar 2023 - Spam Resource
Expert view
Expert from Word to the Wise explains that one myth is that simply having an unsubscribe link guarantees compliance. While providing an opt-out is essential, services like eMPS, although dated, highlight the importance of respecting preferences across various lists and platforms, ensuring full compliance with regulations.
5 Nov 2022 - Word to the Wise
What the documentation says
5 technical articles
Governmental and organizational documentation emphasizes the importance of opt-out lists and respecting consumer preferences in email marketing. Preference services like eMPS help consumers reduce unwanted solicitations and align with responsible marketing principles, including respecting consumer privacy and providing data choices. The CAN-SPAM Act, GDPR, and NIST guidelines highlight the legal and ethical obligations of providing clear opt-out mechanisms, honoring requests promptly, and empowering users with control over their data.
Key findings
- Role of Opt-Out Lists: Opt-out lists help consumers reduce unwanted marketing solicitations.
- Legal Obligations: CAN-SPAM Act and GDPR mandate clear opt-out mechanisms and prompt honoring of requests.
- Responsible Marketing: Responsible marketing includes respecting consumer privacy and providing data choices.
- Data Control: Guidelines support user control and privacy through opt-out mechanisms.
- Centralized Preference Management: eMPS aligns with principles by offering centralized management of email preferences.
Key considerations
- Compliance with Laws: Ensure compliance with regulations like CAN-SPAM and GDPR.
- Consumer Privacy: Prioritize consumer privacy and data protection in email marketing practices.
- Transparency and Choice: Provide clear and easy-to-use opt-out mechanisms for consumers.
- Data Governance: Implement data governance policies that respect consumer preferences.
- Ethical Marketing: Adhere to ethical marketing principles by respecting consumer choices and preferences.
Technical article
Documentation from the DMA outlines principles of responsible marketing, including respecting consumer privacy and providing choices regarding data collection and usage. eMPS aligns with these principles by offering consumers a centralized way to manage their email preferences.
12 May 2025 - thedma.org
Technical article
Documentation from DMA Choice clarifies that preference services like email opt-out lists help consumers reduce unwanted marketing solicitations. While DMA Choice focuses on postal mail, the principle extends to email preference services like eMPS.
8 May 2024 - DMA Choice
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