The Direct Marketing Advisory Board is a standing group with active membership made up of designated operators of Universal Postal Union member countries and private-sector companies and industry associations. It functions under the auspices of the UPU Postal Operations Council and is self-financed.
The mission of the DMAB is to foster the growth of direct marketing through the 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 innovation direct mail and digital marketing 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 remodeled 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.
Participate in the discussions on the LinkedIn UPU - Postal Direct Marketing group.
Wednesday, 23 October 2024 from 14.00 to 15.00 CEST
Botswana Post
Introduces
PosoKlick
PosoKlick delivers personalized deals to consumers, saving time and money. Merchants get real-time insights and access to "Ready-to-Buy-Now" customers, boosting conversions.
All interactions are anonymous and GDPR compliant.
Guest speakers:
Tebogo Lebotse Sebego, Chief Corporate Affairs and Sustainability Officer; Botswana Post
Neo Gaofiwe, Business Head, Botswana; Ship2MyID
(Direct Marketing app - Connecting Businesses to Community)
Interpretation: English/French
DMAB Tech Sessions will be hosted quarterly in 2024. If you would like to showcase your direct marketing technologies and systems, kindly send us an email (DOP.DMAB@upu.int). The places will be filled on a first come basis.
DMAB Survey 2024
The Direct Marketing Advisory Board (DMAB) conducted its biennial survey. Normally, this seeks to obtain a wide array of market and industry data on the state of play and the range of direct marketing products and services offered by members.
However, as this year’s DMAB survey coincided with the direct marketing global panorama research, the questionnaire focused solely on the ongoing DMAB reform and remodelling efforts. The conclusions and recommendations from the results and key findings of the survey will be used to postulate the possible future of the DMAB.
The results are published in POC C 3 2024.2–Doc 4b.Annex 1, available in the UPU document database under POC Committee 3 (Markets and Innovation). All the data is aggregated.
If you have any questions, please do not hesitate to contact the DMAB secretariat at DOP.DMAB@upu.int.
The DMAB conducted global panorama research on the direct marketing services and products market. The aim of the research is to validate the current marketing mix and key trends, and evaluate whether postal operators are adapting to the evolving market environment and technological changes. The research also covered private sector players.
The report will be available in due course.
If you have any questions, please do not hesitate to contact the DMAB secretariat at DOP.DMAB@upu.int.
The Direct Marketing Advisory Board has created a brochure which highlights its activities and projects.
There are global trends illustrating average annual international advertising mail volumes per region, and trends analysis with data from the UPU’s postal statistics database indicating the volume of annual international direct marketing.
The DMAB mission and vision statement as well as the value proposition are clearly defined.
The membership fees are outlined, together with the benefits of membership in terms of detailed, relevant, up-to-date information on direct mail markets worldwide, and the chance to network and benchmark with fellow members that are key direct marketing industry players and postal executives.
Major highlights for 2024
- DMAB tech sessions
- Webinars (Innovation Talks)
- Global Panorama
- Direct marketing seminar
- UPU direct marketing course in French
- Cross-border DMapp system review
- Direct marketing case studies
The DMAB case study knowledge base is designed to serve as a repository for quality knowledge and information to support policy, strategy and operational interventions and the exchange of best practices in the area of direct mail and digital marketing. As the case study knowledge base platform grows, the repository will be made more dynamic and interactive to enhance user experience in searching for and reading case studies and other knowledge materials.
Case Study: South African Post Office - Impact of the lack of a digital platform for direct mail (English)
2024 - TBC | Tuesday, 19 September 2023 | Monday, 28 November 2022 |
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| Guest Speaker: Martin Nitsche, Chairman, Global Data and Marketing Alliance (GDMA). An electrifying webinar where the infinite possibilities of AI in text, image, audio, live ChatGPT and Adobe Firefly were unraveled. | Guest Speaker: Prof. Dr. Philipp Rauschnabel, Professor of Digital Marketing at Universität des Bundeswehr (Munich, Germany) plus associated researcher at the University of Bamberg (Germany). Many people associate the Metaverse with funny VR games or marketing slogans. However, we see the Metaverse as the next evolutionary step of the Internet: a digital three-dimensional parallel world in which people immerse themselves by means of AR and VR and which is difficult to control. | |
| Tuesday, 26 October 2021 | Monday, 6 December 2021 | Monday, 26 September 2022 |
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| Guest Speaker: Ben Ellermann, CEO, Future of Voice. | Guest Speaker: Prof. Dr. Ralf Kreutzer, Professor of Marketing at Berlin School of Economics and Law. | Guest Speaker: Martin Nitsche, Chairman, Global Data and Marketing Alliance (GDMA). |
| Monday, 28 June 2021 | Tuesday, 11 May 2021 | Tuesday, 16 February 2021 |
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Guest speakers: José Anson, CEO, UPIDO Jack Simms, COO, HomeValet | Guest speaker: Mattias Andersson, Co-founder & Senior Analyst, Miltton Insights and ECHO judge. | Guest Speaker: Meinert Jacobson, CEO and owner Marancon GmbH and founder of the BIG DATA Start-Up B2B Smart Data GmbH. |
| Wednesday, 27 January 2021 | Tuesday, 8 December 2020 | Tuesday, 10 November 2020 |
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| Guest speaker: Henning Wagenfeld, Director Sales and Account Management, Deutsche Post Adress GmbH & Co. | Guest speaker: Martin Nitsche, Founder and Managing Partner of Solveta GmbH. Chair of the Global Data and Marketing Alliance. | Guest speaker: Prof Peter Gentsch, a globally recognized and serial entrepreneur specializing in digital management and data science. |
The Direct Marketing Postal Platform (DMapp) project aims to develop a technical and operational solution to facilitate customized offers and services for cross-border direct mail.
The main purpose of DMapp is to act as an online marketplace where requests and offers for cross-border direct marketing campaigns can converge and cross-border transactions can be carried out between the platform’s participants.
The DMAB membership is open to all designated operators in UPU member countries, as well as companies and associations in the wider direct marketing industry.
As a member, you will have access to detailed, relevant and up-to-date information on direct mail markets worldwide, and will have the chance to network and benchmark with fellow members, who are key direct marketing industry players and postal executives.
You will have privileged insight into direct mail practices and have the opportunity to exchange up-to-date information on new developments in the industry. You may also benefit from exciting new business opportunities: vital for Posts and for the direct mail industry.
Additionally, Direct Marketing Markets Development Workshops are conducted worldwide in DMAB member countries. The workshops are a very effective educational tool aimed at promoting the importance of direct mail marketing and developing the market, both domestically and internationally.
The first step to becoming a member of the DMAB is to fill out an application form. The membership fees are shown on the form. Upon approval by the DMAB General Assembly, and payment of the joining fee and membership fee for the first year, the new member can participate in all DMAB activities.
The DMAB hosted an online workshop entitled “Direct marketing in a disrupted world”.
With its series of five virtual sessions, the purpose of the workshop was to focus on how to build an omni-channel strategy for direct marketing, and the main success factors in doing so, as well as how to apply direct marketing techniques as part of Posts’ digital transformation in marketing their services.
Artificial intelligence, data revolution, cultural changes, offline and online integration were among the topics addressed during the virtual workshop.
Click on the photos below for the five sessions
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The DMAB conferences are designed to educate, inform, and provide benchmarking and networking opportunities for participants. One main theme, with an educational content, is chosen for each conference.
Members present different aspects of their direct marketing programmes, and related UPU groups are invited to make presentations. Stakeholders in the direct marketing industry share their expertise and confer on pertinent issues that impact the industry.
Discussions are programmed into each conference, providing DMAB members with an invaluable opportunity to discuss subjects of interest in an interactive environment.
Since 1995, the DMAB has held its conferences biannually at UPU headquarters in Berne.
The UPU also organizes training workshops for the direct marketing managers of designated operators. These expert-led workshops aim to provide access to insights from global experts and business leaders on trends and innovations, take an in-depth look at the success factors and essential aspects of constructing an omnichannel strategy, and provide an opportunity for participants to exchange their experiences and knowledge.
A complete training package on direct marketing is also available on the Trainpost platform.
The Direct and Digital Marketing Guide for Developing and Least Developed Countries is designed to help designated operators of UPU member countries develop their direct and digital marketing services. These services can be powerful tools for boosting mail volumes and e-commerce.
The latest version of the guide provides designated operators an introduction to current direct and digital marketing trends, as well as teaching them about online and offline direct marketing techniques and integrating direct mail as part of an omni-channel marketing campaign. Case studies from industrialized and developing countries provide Posts with different models to implement or use as a benchmark.
UPU Direct Marketing Advisory Board (DMAB) report on COVID-19 and direct marketing
This DMAB report provides a global overview and analysis of the pandemic’s impact on the direct marketing market and postal offering. It also provides insight into the way forward and the opportunities for direct marketing in a post-COVID context. The report focuses on country cases that illustrate the way postal operators, the private sector and the data-driven marketing industry have reacted to the pandemic and risen to the challenges.
