EMAS Awards

Battle of the Agencies

The Battle of the Agencies is back and it’s not one to be missed! It’s a real showdown between agencies trying to create the ultimate email campaign. Each agency can apply by submitting a compelling motivation. Registrations will open soon.

Procedure

The Client: Soon to be revealed

Agency selection

Among all submissions, three agencies will be selected based on the pitch:

Step 1: Register your agency with a concise, impactful motivation. Clearly articulate why you believe your agency can achieve the best outcome for the client. Please note that the deadline for submitting motivations is March 16, 2026, before 5 PM.

Step 2: The motivations will be assessed by the client’s email marketing team. The top three pitches will proceed to the battle. Note: motivations will be evaluated anonymously!

Please note that all entries must be anonymized, with no mention of agency names, to ensure that motivations are evaluated purely on their content. Any agency names included will be removed or blacked out before the client reviews the motivation.

Process and rules after nomination

The nominated agencies will undergo the following process:

  1. Case Briefing: The selected agencies will receive the case details from the client.
  2. Campaign Design: Agencies will create an email design based on briefing.
  3. HTML Submission: The nominated agencies must submit one HTML email to the client, based on the approved design. The email may include dynamic content as specified in the briefing.
  4. Target Audience: The target audience for all emails is uniform and will be selected by the client.
  5. Email Dispatch: The client will handle the dispatch using its own systems.
  6. Simultaneous Communication: All communications will be sent simultaneously by the client.
  7. Results and Announcement: The client will analyze the results and announce the winner at the EMAS on June 11.

*If the provided email does not comply with the rules, The client reserves the right to refrain from sending the email at any time.

Judging Criteria

The sent emails will be assessed by the client based on the following metrics:

  • KPIs: Conversion rate, view rate, click-to-open rate, unsubscribe rate, evaluation of creativity and originality (by the client’s Email Marketing Team).
  • In the event of unforeseen circumstances not specified in the rules, the client, in consultation with the DDMA and the associated Email Committee, will make a decision.

On June 11, during the DDMA Email Marketing Automation Summit (EMAS), the three agencies will compete for the prize. Each will deliver an engaging pitch (8 to 10 minutes) explaining their approach, rationale behind their choices, and the appearance of their campaign.

 

Important dates

March 16 before 5 p.m. 2026
DEADLINE motivation submission

April 2, 2026
Announcement of nominated agencies

June 11, 2026
Announcement of the winner during EMAS 2026 in Circa Amsterdam

The EMAS Awards 2026 will open soon.
Subscribe to the newsletter to be the first to know when submissions open.

Contact

Questions? Please contact Merel de Koning:

Email: evenementen@ddma.nl
Phone: 06 42016010