For eight editions, Ralph de Kruif has been closely involved in the ‘Battle of the Agencies’, an annual highlight at EMAS. Together with interviewer Mark Kruisman, he reflects on the evolution of this unique email marketing concept.
Mark Kruisman: Ralph, let’s start at the beginning. What exactly is the ‘Battle of the Agencies’?
Ralph de Kruif: The Battle is a competition between three agencies, each developing an email campaign based on the exact same briefing from a single advertiser. These emails are sent out simultaneously to three equal segments of the database. The only difference? The email itself. That’s what has to make the difference.
Mark: Just one email? Isn’t that a bit limited, considering all the possibilities of email marketing?
Ralph: I hear that a lot, and I get it. Email marketing really gets interesting when you can respond to user behavior and create complete journeys. But we want to keep it manageable for the agencies. One email forces focus. Plus, it makes the comparison fair: everyone has the same contact moment, with no influence from timing or segmentation.
Mark: And that’s what makes the Battle so unique?
Ralph: Absolutely. It’s a win-win-win. The advertiser gets three fresh perspectives on their email marketing, the agencies can flex their creative muscles, and the EMAS audience gets one of the most inspiring sessions of the year.
Mark: What does the process look like behind the scenes?
Ralph: We start by announcing the advertiser. Agencies can apply with a pitch no longer than one A4. These pitches are anonymized so the advertiser chooses based purely on content. Then the three selected agencies receive the same briefing and get to work on concept, design, and copy. After a feedback round, the emails are built, sent out, and the results collected. Finally, the agencies present their case live at EMAS.
De Batttle live meemaken? Haal nu je EMAS tickets.Mark: Sounds like quite the operation. Is it easy to find advertisers?
Ralph: It’s not hard to get them enthusiastic, but finding the right one is a challenge. We’re looking for an advertiser with a large database, who is open to transparency and doesn’t already have a fixed agency partner. Ideally, we want to measure results based on conversions, not just opens and clicks.
Mark: And for agencies, it’s a great opportunity to showcase themselves?
Ralph: Definitely. They really go all out. Think late-night brainstorming sessions with pizza. Some agencies turn their pitch into a real spectacle. I remember one time an agency did their presentation in full Steve Jobs-style — turtleneck and all — even though it was 30 degrees outside.
Mark: You’ve also facilitated a case yourself, right?
Ralph: That’s right, with Holland Casino during the second edition. Thanks to the agencies’ creativity, we could experiment with animated and interactive emails. It was special to be on the other side of the table for once. That experience helps me now when I talk to potential advertisers.
Mark: What’s stuck with you the most?
Ralph: The rise of the text-only email, haha. Two years in a row, a plain text version won. That took some getting used to — after all, design matters too. But in the end, results are what count. Fortunately, we’ve been seeing beautifully designed emails again in recent years — ones that both inspire and convert.
Mark: This year, the advertiser is the KNVB. Can you tell us anything about that?
Ralph: I always stick to one rule: I only talk about the ongoing Battle after EMAS. What I can say is: this will be another exciting edition with three totally different agencies and three rock-solid emails. And the EMAS program is fantastic again this year, so if you don’t have a ticket yet… act fast!
Experience the Battle LIVE!
Want to witness this unique email showdown live? Then make sure to attend EMAS 2025 on June 26 at Circa Amsterdam. During the Battle of the Agencies, you’ll see this year’s nominees — Yellowgrape, Ematters, and MandAd Email Marketing — compete to craft the best campaign, all based on the exact same briefing but with completely different approaches. The audience not only gets a glimpse into the creative process, but also sees the results that truly matter. Don’t wait too long: ticket sales have already started and spots are limited.