The Echo Awards, organized by the Direct Marketing Association in America, recognizes excellence in strategy, creativity and campaign results. Entries face three rounds of judging which assess response results, marketing strategy and creative components.

The awards are broken into eleven primary business segments, then further divided into ten advertising media categories. Winners in the various segments receive gold, silver or bronze Echo's and all finalists receive an accreditation certificate. A number of special awards are also handed out, including the Diamond Echo for the best of the show and the USPS Gold Mailbox award for the year's most innovative and effective mail campaign.