As part of the new agreement, the two organisations will advance the cause of sustainability and eco-friendly practices in the direct mail industry.
In an attempt to encourage direct mail practitioners to increase their green credentials, the DMA said it will implement at least two joint initiatives with TNT Post over the course of the next 12 months.
The DMA stressed that the new agreement sets out a “positive framework” of how it can work with the rest of the industry to create a more “advantageous” working environment for all companies within the direct mail industry.
Gillian Lyall, chair of the DMA’s Mailing Houses Council, commented: “Direct mail is a well-used and well-regarded communication channel, used by thousands of organisations throughout the country.
“It is therefore paramount that this channel continues to be promoted, but not at the unacceptable expense of the environment.”