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. A multifaceted marketing strategy today will comprise a mix of both physical and digital channels, with varying levels of effectiveness1. The fact is that direct mail and digital marketing boost sales and continue to play a key role in the development of both domestic and cross-border e-commerce. Studies show a strong correlation between digital marketing tactics and the foreign market growth, performance and competitiveness of large firms and small and medium-sized enterprises (SMEs) alike2.
The recent global supply chain disruption caused by the COVID-19 pandemic accelerated e-commerce adoption as more people worked from home and an increasing number of enterprises gained online presence. There is an opportunity for postal operators to support foreign entry of local businesses into cross-border markets using direct mail and digital marketing services and products. However, operational cost increases, precision targeting requirements, and data-privacy related laws continue to pile pressure on most players in this field. The UPU has to define and develop a new and sustainable Direct Marketing Advisory Board (DMAB) model, with a clear unique value proposition, that can support not only DMAB members, but all Union members, to respond to the ongoing direct mail and digital marketing challenges and opportunities. Your response to this survey will play a key role in this endeavour.
We would be grateful if you could complete the survey, preferably online through SurveyMonkey (https://www.surveymonkey.com/r/DMAB) no later than 2 September 2022. If you complete the Word version below instead, it should be returned by the same deadline, preferably by e-mail (firstname.lastname@example.org).
Glossary of terms:
Direct mail product or service: letter-post products or services specifically designed for the collection and distribution of advertising items. The product or service has a brand that allows customers and potential customers to identify it as suitable for their advertising purposes, and a number of attributes (e.g. definition of content, pricing structure, delivery standards, presentation requirements, etc.) that might also define the postal operational process.
Digital marketing: sometimes called “interactive marketing” or “e-marketing”, this is the use of digital media as communications channels for marketing purposes. The marketing messages are 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 like SMS and notifications on mobile apps, as well as through Internet channels like e-mails, display ads and social media posts, among others.
1 A BIAS FOR ACTION: The neuroscience behind the response-driving power of direct mail, Canada Post, 31 July 2015.
2 Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets, Sjoukje PK Goldman, Hester van Herk, Tibert Verhagen, Jesse WJ Weltevreden, 2021.