It is understood the IPA wishes to forge stronger links with the DMA, in the wake of Environment minister David Miliband's proposals to make direct mailings an "opt-in" measure for consumers.
The government's plans, which aim to address the direct mail industry's environmental and recycling record, have caused a major upset among marketers concerned, who believe that the measures could hugely damage the industry.
The IPA's first application to join the DMA was rejected in 2005, but the government's direct marketing group charter outlines that consumers should have a choice whether they receive direct mailing; this prompted a renewed attempt from the IPA to join forces with the DMA.
A spokeswoman for the DMA said it "saw value" in forging an alliance with the IPA, but the challenge lay in making it workable given the two body's differing views on whether consumers should be able to opt-in or out of receiving direct mail.
James Kelly, managing director of the DMA, has described David Miliband's proposals as a "sledgehammer" that "would be hugely counterproductive to both the business community and the consumer", which he claims have responded positively to the direct marketing industry.
Kelly said the DMA would "pull no punches" in campaigning to the government, claiming that there were already measures in place for consumers to opt-out of receiving direct mail, in the form of the Mailing Preference Service.
Currently 12% of UK households are registered with the MPS, despite research suggesting that 44% of the population were aware of its existence.
Kelly added: "While the IPA's views may be very much in line with Miliband's stance on changing the legal basis for unsolicited direct mail to one based on permission, the DMA champions marketers' commercial freedoms, within the bounds of existing consumer protection mechanisms."