The Canadian Marketing Association (CMA) announced that it has renewed its partnership with AIIM as the exclusive provider of the CMA Do Not Mail Service. AIIM is the only Canadian organization authorized by the CMA to operate the program, which helps marketers comply with privacy requirements while giving Canadians the right to opt out of personally addressed marketing mail.
“Marketers want to connect with audiences in ways that are both effective and respectful,” said Alison Simpson, president and CEO of the CMA. “By renewing our partnership with AIIM, we are ensuring businesses across Canada have a reliable way to meet privacy expectations, maintain consumer trust and strengthen responsible marketing practices.”
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Supporting responsible marketing practices
The CMA Do Not Mail Service allows Canadians to reduce unwanted marketing mail by registering their preference not to receive personally addressed promotions. The service is free to consumers and does not affect delivery of election materials, community newspapers, unaddressed flyers, charitable appeals or mail from companies where consumers have an existing relationship.
AIIM’s role includes:
- Safeguarding consumer data through secure handling and management of subscriber information through SOC 2-certified infrastructure and rigorous data handling protocols
- Enabling marketers to seamless integrate accurate, privacy-compliant mailing lists into their direct mail workflows
- Ensuring compliance with privacy requirements
- Providing support to CMA members and non-members to make participation simple and efficient
The renewed partnership reflects a shared commitment to data integrity, privacy compliance, responsible marketing and respect for consumer choice.
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“consumers expect choice and transparency, and the Do Not Mail Service ensures that those preferences are respected,” said Patrick Masset, CEO of AIIM. “We’re proud to continue our partnership with the CMA by managing the secure data and production workflows behind the program, so that Canadians’ privacy is protected and gives marketers confidence in their compliance.”
Benefits for marketers and consumers
Direct mail continues to play an important role in Canada’s marketing mix, but consumers increasingly want more control over the communications they receive. The Do Not Mail Service positions brands at the forefront of ethical marketing practices and proactive compliance with industry best practices by providing a straightforward way to remove disengaged audiences from their mailing lists while helping consumers reduce unwanted addressed mail.
By renewing its partnership with AIIM, the CMA is reinforcing a system that serves both marketers and consumers through a transparent and accountable approach to direct mail.
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Source – Businesswire
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