What’s the DMA?

The Direct Marketing Association (DMA) plays a huge part in marketing all across the world.

The Direct Marketing Association (DMA) did not invent Direct Mail. Direct Mail was born in the late 18th century and beginning developed slowly but surely during the 19^th century. In the 20^th century, direct mail evolved and escalated quickly, thanks to the DMA.

Here are some quick fun facts about the birth of Direct Mail:

1. Direct mail was born in 1774 when Benjamin Franklin created the first American mail-order catalog that sold scientific and technical books.
2. Aaron Montgomery Ward sent out the first modern order catalog in 1872 that was simply a piece of paper with a price list and merchandise for sale.
3. The coupon was invented by Philadelphia pharmacist Asa Candler in 1895 when he offered free Cokes in a local newspaper.

The DMA has helped revolutionize Direct Mail. The Direct Marketing Association was founded in 1917 to represent the direct mail community. Its mission is advancing and protecting responsible data-driven marketing. For nearly a century, the DMA has inspired marketing professionals in their quest to learn, grow and collaborate for the betterment of the marketing industry. Today, the association has nearly 3,600 members and is the leading global trade association for all direct marketing tools and techniques. This year, direct mail represented 34% of the total advertising and marketing revenue for direct marketers. Hundreds of millions of pieces of mail are delivered every day to more than 141 million homes and businesses in the United States by the USPS.

What makes the Direct Marketing Association so successful? The association offers their members every opportunity for success through advocacy, networking, education, insight, and business services. The DMA helps consumers manage their marketing preferences and messaging. The members speak out in global debates for advocacy of marketers and the association holds events and conferences. The DMA also provides online curriculum from industry experts who apply what they teach on a daily basis. Go to their site at thedma.org to further educate yourself and learn more about direct mail.