Your Print Delivered. Now Let it Shine at the DMA Awards

Contributors: Phoebe Cooper, RSPCA; Mark Davies, Whistl; Neal Dodd, The Letterbox Consultancy; Dan Dunn, Paperplanes; Sophie Grender, Royal Mail MarketReach; Chris Molloy, Precision Proco; Tara Pickles, JICMail; Claire Randall, The Salvation Army; Lisa Wildish, The Specialist Works; members of the Print Council.

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The Power of Print in a Digital World

Print is experiencing renewed appreciation for its unique ability to engage the senses. As discussed in the recent DMA Print Council meeting, mail and door drops offer physicality and presence that digital simply cannot match. A printed item can stay in the home for days, even weeks, quietly reinforcing brand recall and influencing decisions long after other media have vanished.

From scratch-and-sniff pages to beautifully weighted catalogues, print creates a memorable experience. It is felt as well as seen. At a time when consumer trust in digital platforms is under pressure, a printed piece carries credibility. It reassures recipients and signals investment, care and permanence.

Judges take notice of this. If your campaign used physical engagement, whether through creative formats, sensory appeal or in-home longevity, make that part of your story; no matter which category you’re entering. Articulating the emotional impact of your print work could be what sets your entry apart.

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Delivering Results That Matter

Mail and door drops are not just engaging. They perform. Print campaigns can deliver exceptional return on investment, especially when integrated into multi-channel strategies. Whether it's increasing customer lifetime value, reactivating lapsed customers or converting first-time buyers, print regularly drives results that matter.

One misconception still lingering is that print does not work for younger audiences. Yet data consistently shows that Gen Z and millennials, though under-targeted by mail, often over-index in response rates and commercial actions. They engage deeply with tactile communications, often because they receive so few. If your campaign reached or activated these audiences, that is a strategic strength worth highlighting.

What matters most to judges is that you report your results clearly and honestly. Tangible performance metrics such as Return on Investment (ROI), Cost Per Acquisition (CPA), reactivation rates and conversion uplift carry weight. But context also matters. Whether your campaign was a mass mailing or a tightly targeted pilot, explaining what was achieved, how it was measured and what was learned makes a powerful impression.

Past winners didn’t just deliver impact, they proved it. These case studies showcase the results that made judges take notice.

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Addressed, Unaddressed and Everything In Between

The Mail and Unaddressed Print and Door Drops categories are open to a wide spectrum of creative and strategic executions, from high-end direct mail packs to smartly timed, data-informed door drops. You do not need a huge budget to stand out. What you do need is a clear, well-told story.

One of the most consistent pieces of feedback from judges is that too many entries lack clarity. Your submission should have a structured, compelling narrative. Start with the challenge, explain the insight and strategy, describe the execution, and finish with the impact. Avoid jargon or vague claims. Assume the judges do not know your brand or your market. Give them the full picture.

Integration with other channels is another strength that should not be overlooked. Demonstrating print’s role in a wider journey helps position it as additive, not alternative, and that is how many of today’s best campaigns operate.

If your campaign evolved over time, for instance by testing creative variations or refining targeting based on early results, include that too. Judges value a test-and-learn mindset, especially in emerging or fast-moving sectors such as e-commerce. Entries that show growth, learning and optimisation tend to stand out as thoughtful, scalable work.

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It’s Not Just About Winning. It’s About Elevation

Entering the DMA Awards brings more than the possibility of a trophy. It brings:

• Recognition for your team’s creativity, insight and results
• A boost to team morale, helping celebrate their hard work and talent
• A powerful tool for attracting new talent, particularly in a competitive jobs market
• The chance to inspire the wider industry and showcase best practice in print

Even if you do not take home the trophy, the process of entering is a valuable one. It encourages teams to reflect on what made the campaign successful, align around outcomes and document best practice. It also shines a light on individuals and teams who deserve to be celebrated.

For clients, colleagues and future partners, the recognition that comes from being shortlisted or winning in the DMA Awards helps tell a bigger story. One of commitment, capability and creativity.

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Showcase Your Success

The Mail and Unaddressed Print and Door Drops categories at the DMA Awards are your opportunity to champion a channel that continues to evolve, engage and deliver results. Whether it’s a bold creative approach, a smart test-and-learn strategy, or had solid performance that exceeded your goals, your campaign belongs in the spotlight.

Share your story. Celebrate your success. Be recognised.

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