Direct marketing can be broadly defined as any direct communication (physical or digital) to a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, or a visit to a store or other place of business for purchase of a specific product or service. It includes, but is not restricted to, direct mail. The basis of direct marketing is always data, to enable targeting of specific audiences.
Direct mail is a physical mail item delivered to an individual or household/business address, containing information aimed at eliciting a response from that individual or household/business (customers and potential customers). This response is measurable, and the interaction between sender and recipient can be tracked and stored in a database for future use. Direct mail can be combined with other direct marketing tools (telemarketing, e-mail, direct response media, etc.) or with other advertising media (television, radio, magazines, newspapers, Internet, etc.) in order to achieve the campaign’s objectives. It is a customer process, in which the Post participates as a supplier of products and services.
Digital marketing is defined as marketing messages delivered through electronic devices such as personal computers, tablets, mobile phones, game consoles and other equipment. Digital marketing messages can be sent through non-Internet channels (SMS, notifications on mobile apps, etc) as well as through Internet channels (e-mails, display ads, social media posts, etc).
Direct marketing in the digital and data driven economy
The growth in e-commerce traffic is seen by mailers, direct marketers and postal operators as a driver for direct marketing at both domestic and international level. Direct mail and digital marketing are considered as omni-channel avenues via which businesses can reach customers and other target audiences. The integration of various media and marketing channels (whether digital or physical), data management, and knowledge of the client environment all present opportunities for postal operators and mailers, not only in the industrialized world, but also in emerging and developing countries.
The UPU Direct Marketing Advisory Board (DMAB) works with both posts and private sector organizations representing stakeholders in the direct marketing industry to promote and develop the value of direct marketing.
The DMAB organizes capacity-building events, offers a space where best practices and innovations in the industry are shared, and develops tools for the development of cross-border direct marketing.
Further information about the DMAB and its activities. Click DMAB