Your Email Deserves a DMA Award: 5 Top Tips to Stand Out

Contributors: Komal Helyer, Profusion; Chris Barnett, 1973 Ltd; Stephanie Black, British Airways; Sam Beddoes, Action Rocket; Susan Corless, TwentyCi; Sevil Crespo, VML; Kristina Sallnow, Cancer Research UK; Jen Jacobs, Digitas; Sara Watts, DMRI; members of the Email Council.

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From Strategy to Storytelling: How to Build a DMA Award-Winning Submission

Are you proud of your email marketing work? Now is the time to let it shine at the DMA Awards, where strategy, creativity and results are judged equally. Every great email has a chance to win, regardless of budget or brand name.

We explored what sets apart a winning entry at the DMA Awards during a recent Email Council meeting. Drawing on the experience of those who have judged themselves, the group shared insights on how to build compelling and results-driven submissions. Their message was clear: a compelling submission is not about flashy design or inflated metrics, but about clarity, effectiveness and purposeful data-led storytelling.

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What Sets Entries Apart?

1. Clear Objectives, Cohesive Storytelling
Winning entries begin with a well-defined goal. From strategy to execution, every part of your submission should link back to the campaign’s objective. The strongest entries read like a story that clearly maps the journey from insight to outcome.

2. Metrics That Matter
Do not rely solely on opens and clicks. Judges are looking for evidence of real-world impact: sales uplift, conversions, customer retention or increased lifetime value. Benchmark your results, show the scale, and demonstrate that your campaign made a genuine difference.

3. Strategic Creativity
Creativity is not just about aesthetics; it is about solving a problem in a way that resonates. Strong entries blend strategy with bold, intelligent design and messaging. Show how your creative approach did more than look good, it drove results.

4. Data-Driven Decisions
Data remains a critical component in evaluating award-worthy campaigns. Whether through segmentation, personalisation or optimisation, data should underpin the campaign strategy and provide evidence of its success. This year, the DMA is placing increased emphasis on how data informs campaign development and performance measurement.

5. Accessibility Over Aesthetics
A high-end production is not a requirement for success. If your campaign delivered for your brand, your audience and your objectives, tell that story. The Email Council encourages entries from organisations of all sizes. Innovation and impact can come from anywhere.

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Final Thoughts: What Really Sets an Entry Apart

The discussion offers valuable insight into what will elevate your award entry from good to great. Success lies not in dazzling visuals alone, but in crafting a well-rounded, data-driven narrative that clearly articulates objectives, aligns strategy with creativity, and showcases tangible business outcomes.

Judges are looking for work that not only demonstrates innovation but also proves its effectiveness through meaningful metrics and smart use of data. By grounding your entry in clear purpose and connecting each element back to strategic intent, you significantly enhance your chances of standing out at the DMA Awards.

This is your opportunity to celebrate the brilliance behind the inbox through a compelling story. The Email category rewards the very best in strategic thinking, creative delivery and measurable results. If your campaign achieved something special, we want to see it!

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