The winners of the 2022 Strategic Mail Performance Awards have been revealed at an awards evening event held at the Mail Rail Museum in London.

Selected as best in the industry and picking up Golden Envelope Awards were, The Lettershop Group, APS Group and Join the Dots, with The Dragonfly Agency lucky enough to scoop up two.  Precision was crowned overall Platinum Envelope Winner for the demonstrable innovation and results the print and mailing house achieved across a number of client campaigns.

This year’s judging panel included Lucy Swanston, SMP chair and managing director of Nutshell Creative Marketing; Amanda Griffiths, head of communications planning and insight at Royal Mail; Philip Ricketts, wholesale commercial director at Royal Mail; Jack Gallon, the creative director of MBAstack; Rik Moore, strategy director for the Kite Factory; and Kevin Green, the partnering director at Read Group.

SMP chair Lucy Swanston said: “We were delighted with the level of interest this year’s awards attracted, with entries from the print industry nationwide. Without exception, the 2022 entrants evidenced real results from genuine innovation – demonstrating that printers, mailing houses, agencies and printer managers can originate award-winning campaigns as well as deliver them. We asked entrants to show us outstanding mail performance and our expectations were well and truly surpassed.”

“It has been an amazing night and a big thank you must go out to Canon as the official main sponsor of the Awards, and to all our other networking sponsors – Blake, BlueCrest, Bowe Systec, eProductivity Software, HP, JICMAIL, The Software Bureau, Quadient, Vivid, and Xerox – without which this recognition of excellence in the industry would not be possible.”

Awards judge, Rik Moore, managing partner strategy at The Kite Factory, said: “I found the SMP Awards judging day really inspiring. It was great to see how best-in-class practitioners are helping unlock the potential of mail through many different tactics, be that advancing sustainability best practice, using broader campaign flighting and QR codes to drive connectivity across the consumer journey, through to the way certain brands have used the medium consistently over-time to great effect, to name but a few. You come away brimming with ideas about what is possible.”

Ms Griffiths, head of communications planning and insight at Royal Mail, added, ‘The SMP Awards confirm mail’s powerful role in a modern media world.  Far from being ‘old media’ the entrants and winners brought alive how the mail industry has looked to the future in insight, strategy, creativity and new technology.  No other media channel creates the personal home connection of mail or integrates so well with all other media.  The winning campaigns prove that the mail industry is well placed for the future.’


The winning campaigns for the SMP Strategic Mail Performance Awards were:

Platinum envelope winner

Precision for:  Subway

Golden Envelope Winners

The Lettershop Group for: Group Sky Winback

The Dragonfly Agency for: Knight Frank

The Dragonfly Agency for: People’s Postcode Lottery

The APS Group for: Isle of Harris Gin Gift Pack

Join the Dots for: RSPCA