What is the Direct Marketing Association?

What is the DMA?

The Direct Marketing Association is Europe’s largest trade association in the marketing and communications sector. The DMA was formed in 1992 following the merger of various like-minded trade bodies, forming a single voice to protect the direct marketing industry from legislative threats and promote its development.

What does the DMA do?

The association was set up to protect consumers from inappropriate behaviour in the direct marketing industry and to understand the working relationships between agencies, suppliers and clients. The DMA promotes good practice and encourages marketing agencies to abide by it.

Who are likely to be members?

The DMA has 890 corporate members. Three quarters of these are supplier members, including dm agencies, list brokers and mailing houses. The other 25% are client members, including household names such as BT, M&S, Lloyds TSB and the AA. If you are involved with a direct marketing agency then you are able to join. The prices are on the website.

What do they bring to the industry?

They bring the industry confidence that the agencies are following best practice at all times and that the behaviour of agencies is ethical. They focus on three major areas: protection, intelligence and looking at growth.
The DMA is designed to strengthen member benefits and help members achieve a greater competitive advantage.

What are the Benefits of joining the DMA?

The DMA offers its members legal services and market information in the form of a weekly bulletin containing a summary of key developments across all aspects of the direct marketing industry. This includes legal issues, the environment, best practice, research and information on the latest DMA events and activities. Other benefits include discounts and supplier information.

Similar bodies include The Chartered Institute of Marketing and  The Marketing Society