Direct Marketing Advisory Board (DMAB)

Direct Marketing Advisory Board

(DMAB)

The Direct Marketing Advisory Board is a standing group with an active membership made up of designated

operators of Universal Postal Union member countries and private-sector companies and associations. It

functions under the auspices of the UPU Postal Operations Council and is self-ﬁnanced.

DMAB mission and vision

The mission of the DMAB is to foster the growth of direct marketing through postal services, contributing

to economic and market expansion by increasing market knowledge and developing the expertise of postal

stakeholders at all levels. Its vision is to empower every member with innovative direct mail and digital mar-

keting solutions that grow enterprises of all sizes in any location.

Created in 1995 as the Direct Mail Advisory Board, its mandate and activities have been renewed at each

successive Congress and have evolved over time. Initially focusing on direct mail only, it was remodelled to

include other postal direct marketing channels at the 2012 Doha Congress, with the name changed to Direct

Marketing Advisory Board to reﬂect its growing mandate.

Major highlights for 2024

• DMAB tech sessions

• Webinars (Innovation Talks)

• Global Panorama research publication

• Direct marketing seminar

• UPU direct marketing course in French

• Cross-border DMapp system review

• Direct marketing case studies

The UPU Direct Marketing Advisory Board (DMAB)

DMAB activities and projects

The current DMAB activities and projects are based on the work proposals of the Abidjan Business Plan

approved by the Abidjan Congress in 2021 and are described in detail in the DMAB Business Plan 2022–2025 :

Value proposition

The DMAB strives to provide its members with training, research, communications and networking to pro-

mote and support postal direct marketing activities and pre-serve the value and volume of mail.

In addition, DMAB members have privileged access to webinars, DMAB Tech sessions, guides, business leads,

market insights and case studies on direct mail and digital marketing, especially on cross-border market op-

portunities and tips. The new, comprehensive set of DMAB value propositions is categorized into four pillars.

Direct Marketing Services

What is direct marketing ?

According to one classic deﬁnition, direct marketing is broadly deﬁned as “any database-driven process of

directly communicating with consumer or business recipients, whether existing or prospective customers,

to obtain a measurable response or transaction via one or multiple channels for the purchase of a speciﬁc

product or service”. The market context within which direct mail operates has changed considerably over

the last decade, as the universe gets increasingly virtualized and digitalized into a metaverse. Today’s mul-

tifaceted marketing strategy will comprise a mix of both physical and digital channels, with varying levels

of effectiveness.

Tapping into growing cross-border direct marketing opportunities

Global trends

Average annual international advertising mail volumes per region (2017–2021)

Regional trends

Domestic advertising mail trends per region

Trends analysis

Data from the UPU’s postal statistics database indi-

cates that the volume of annual international direct

marketing (169,133,082 items) equates to only 0.2 %

of domestic volumes (108,569,650,020 items). The

Eastern Europe and Northern Asia region has the

highest international direct mail volume, while the

Western Hemisphere region records the highest do

mestic direct mail volume.

International and domestic direct mail volumes for

Africa are generally lower than for other regions.

Direct marketing is largely conﬁned to national

markets, neighbouring country markets and same

language-group markets. Given the rapid growth

in cross-border e-commerce, postal operators can

support local entities in reaching out to existing

and prospective cross-border customers through

omnichannel direct marketing campaigns. Studies

show a strong correlation between digital marketing

tactics and the foreign market growth, performance

and competitiveness of large ﬁrms and SMEs alike.

*Figures represent only DOs that reported

DMAB membership

Membership of the DMAB is open to all designated operators of UPU member countries with an interest

in fostering the development of direct marketing through postal services. Other wider postal sector play-

ers such as advertising, technology, printing and marketing companies and associations may also become

“non-postal members” of the DMAB.

Membership fees

Joining fee, payable only once at time of registration

• Postal members joining fee : 2,000 CHF

• Non-postal members joining fee : 3,000 CHF

Annual membership fee

• Postal members:

- Least developed countries : 500 CHF

- Other developing countries : 1,500 CHF

- Industrialized countries : 2,000 CHF

• Non-postal members : 2,500 CHF

For more information on becoming a member :

For queries, please contact:

Abby Bossart

DMAB Secretariat

UPU Postal Operations Directorate

DOP[email protected]

Weltpoststrasse 4

3015 Berne

Switzerland

Tel +41 31 350 35 93

www.upu.int

Beneﬁts

As a member, you will have access to de-

tailed, relevant, up-to-date information

on direct mail markets worldwide, and will

have the chance to network and bench-

mark with fellow members who are key di-

rect marketing industry players and postal

executives.