The Direct Mail Advisory Board (DMAB) of the UPU has launched a new guide to help Posts in developing and least developed countries to better understand and promote direct mail, especially in this digital age.
The concise text offers both a theoretical and practical look at this marketing tool. It includes definitions as well as descriptions of the infrastructure required to promote growth of local direct-mail markets. Posts are also given insights into market potential and educating their staff and customers, as well as best-practice examples.
The English guide will be distributed to all UPU member countries, and the DMAB intends to make the text available in other languages in the near future.
Direct mail is an important generator of both revenues and volumes for the world's Posts. It accounts for about 170 billion items, mainly in industrialized countries, and represents over one-third of total domestic letter-post items worldwide. It is a service offered by about two-thirds of UPU member countries.
The DMAB's mission is to foster the growth of direct mail as a factor of economic and market expansion by increasing market knowledge and by developing the expertise of stakeholders at all levels.