From Data to Doormat: Transforming Print Through Customer Insight

Contributors: Phoebe Cooper, RSPCA; Mark Davies, Whistl; Simon Hartlett, Go Inspire; Chris Molloy, Precision Proco; Phil Newton, PSE; Daniel Dunn, Paperplanes; Tara Pickles, JICMAIL; Matt Rees, Pureprint; Caroline Routledge, PDV; Grant Shaw, People's Postcode Lottery; members of the Print Council.

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Unlocking the True Value of Customer Data in Print

The DMA's recent Value of Customer Data Report has sparked insightful conversation among the Print Council, revealing the growing opportunity for print marketers to harness data for precision, creativity and performance. Far from being confined to digital channels, customer data is proving pivotal in elevating print to a more targeted, impactful and responsive medium.

At the heart of the Council’s discussion was one clear message: marketers in the print space are sitting on a pot of gold. Many organisations have untapped data reserves that, if audited and enriched, could be the key to transforming their print campaigns from static and generic to dynamic, relevant and results driven.

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Data: From Backroom Resource to Strategic Driver

Council members noted that data is no longer just a tool for retention; it is a strategic asset for acquisition. Campaigns that combine first-party data with external enrichment are achieving remarkable results, as highlighted in the report’s case studies, including EE’s successful targeting of high-value segments using both owned and third-party data in their DMA Awards gold winning work ‘Dialling Up Full Fibre Success’.

The takeaway for print professionals is to engage with their data teams and ask: What customer data do we have? How current and enriched is it? What behaviours, triggers or locations can we leverage to drive response?

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Print + Data = A Creative Opportunity

Print is uniquely positioned to benefit from data. Its tactile, visual nature allows brands to flex creatively, especially when different formats, finishes or regional variations are informed by audience insight. Audience segmentation can inform everything from paper stock to design tone. High-affluence segments might receive a premium format with foil finishes, while younger audiences might get a bolder, more playful piece.

Importantly, the Council emphasised that print has outgrown its “blunt instrument” stereotype. Today, it is fully capable of geo-targeting, demographic tailoring and even trigger-based delivery. By aligning data to creative decisions, marketers can not only improve ROI but also enhance engagement across age and income groups, breaking the myth that print is only for older or less affluent demographics.

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Integrating Print in the Omnichannel Mix

The report also reinforces how customer data enables seamless integration of print into broader campaign strategies. Print now complements digital activity, particularly when formats include QR codes, personalised URLs or regional messaging that bridges online and offline experiences.

Standing out on the doormat is no longer about spending more, but spending smarter. Door drops and direct mail have become essential real estate in storytelling, amplifying brand messages established across TV, social or radio, and doing so in a memorable, physical format.

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Empowering Marketers with Confidence

A significant barrier discussed was hesitation within organisations, particularly among legal teams, to fully embrace the use of customer data. However, with the recent passage of the DUA Act marketers now have greater clarity and legal assurance, especially under the legitimate interest basis for processing data.

The Council agreed there is a need to empower marketing teams to act on these opportunities. Education, internal advocacy and accessible guidance is needed to build confidence and demystify the data process.

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Advice from the Council

The Print Council’s top tips for marketers in light of the report:

• Audit your data: Know what you’ve got. Many organisations are unaware of the depth and quality of their customer information.
• Enrich wisely: External datasets can offer critical layers such as affluence, lifestyle or location triggers to refine your targeting.
• Work with creative and production teams: Use data to influence formats, finishes and messaging for different segments.
• Leverage the DUA Act: Understand how the new legislation supports the use of customer data in your strategy.
• Be bold: Data is not just about precision; it is about giving you the confidence to be creative and relevant.

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Download the Value of Customer Data Report Now

If you want to unlock smarter targeting, greater creativity and stronger campaign performance, the Value of Customer Data Report is essential reading. Discover how data is driving transformation across sectors, and how your organisation can lead the way.

If you would like to be involved in discussions like this, apply to join the Print Council, or get in contact with the Councils Team.

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Door Drops: Nuts and Bolts Event - 23^rd September

Join us at the Everyman Cinema in Leeds on Tuesday 23 September for everything you need to know about how to create a successful door drop and how they could redefine your marketing strategy.

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Learning Content on DMA Academy

Access to the learning materials on our Academy is included in your DMA Corporate Membership, we have a Qualification in Direct Mail which you can dive in and out of.