The introduction is an attempt to reclaim the skills from above-the-line agencies, according to Wanda Goldwag, who is chairing the awards organising committee.
She said that the direct marketing industry was currently at risk of losing ownership of the skills that give it the edge, such as media.
"From a purely paper-based marketing industry 25 years ago, the awards now recognise all media forms from SMS, email and digital to telemarketing, field marketing and broadcast.
"Media fragmentation, alongside eroding marketing budgets, requires the direct marketing industry to fight off the above-the-line agencies that are laying claim to skills we as an industry developed," she said.
Previous entrants from the last three years are being encouraged to re-enter the Royal Mail-sponsored awards with a mailpack created by 2004 Grand Prix-winning agency Harrison Troughton Wunderman.
The pack carries the message that there is still time to improve on a good idea, HTW managing partner and creative director Steve Harrison said.
"If you think you've done a very good piece of work, don't just settle for that. Push yourself harder. Burn through another layout pad. There's always time to do a better idea. That's the attitude that gets you a DMA and that's the attitude of this campaign," he said.
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