EDDM Awards 2018 – The Email & Data-Driven Marketing Awards 2018-01-29T22:48:01+00:00

The EDDM Awards – Email & Data-Driven Marketing Awards

The EDDM Awards celebrates email marketers and data-driven marketers who have

  • generated great results with email marketing and/or data-driven marketing, or
  • pioneered new innovative ways to get results with any type of data-driven marketing, or
  • perhaps found ways to use behavioural insight or live-transaction data in new ways

Will your team take home one of the awards?

Nominate your email campaigns, newsletters or data-driven marketing initiatives for a chance to win one of the coveted awards.

Register here / See all awards categories  / Download the complete EDDM Guide here

NEW! This year some categories are free to enter – see the list here

EDDM Awards 2018

The Awards Night & The Future of Email Conference

The Awards Night takes place in Lisbon and coincides with The Future Email Conference. Here’s what you can expect

  • Great industry speakers will give you a mesmirizing sneak-peak of what’s to come.
  • Interesting networking with your peers from across EMEA.
  • A delicious culinary experience served with a splash of exhillarating entertainment.
  • A wonderful experience celebrating the best email marketing and data-driven marketing has to offer.

The Awards Timeline (Dates and Deadlines)

12 February 2018 - EDDM Awards - Dates and Deadlines

12th February 2018


Early bird registration deadline (Save 25%)

EDDM Awards - Dates and Deadlines

28th March 2018


Awards submission deadline for all categories

EDDM Awards - Dates and Deadlines

9th April 2018


Awards finalists are notified directly

EDDM Awards 2018 Gala Show - 20 April 2018

19th April 2018


The EDDM Awards 2018 Gala in Lisbon

Future Email Marketing Conference in Lisbon, Portugal

20th April 2018


Future Email Marketing Conference in Lisbon

Click here to register for the EDDM Awards 2018 now

Get the EDDM Awards Guide with a special €150 discount voucher – Click here to get the guide and voucher now

The EDDM Awards 2018 Categories

The Email Marketing and Data-Driven Marketing Awards for EMEA are structured in a way that allows everyone to compete. Click below to learn more about each category. Or click here to download the complete EDDM Awards overview.

Main Categories (click to read criteria)

We define a newsletter as an opt-in based regular email communication to a group of subscribers. To qualify for this category, your newsletters must be mainly value-adding as opposed to mainly offer driven.

The jury will score and evaluate the Best Email Newsletter category based on the following criteria:

Purpose: What is the purpose of the email newsletter and how was this purpose aligned with the objectives of the brand?

Email Marketing Metrics:

  • Click-through rate (CTR) or click-to-open rate (CTOR) best-performing newsletter.
  • Click-through rate (CTR) or click-to-open rate (CTOR) as an average across 6 months.
  • Unsubscribe rate as an average across 6 months.

Audience & Relevance: Which decisions were executed in order to ensure a high level of audience relevance?

Execution: Design, creative concept, content, copy, ability to add value to the subscriber

Follow-through: Which actions were triggered based on the success of the newsletter?

Note: All B2B campaigns entering Best Email Newsletter will automatically be entered the best of B2B email marketing category at no cost.

See all categories and judging criteria here

An offer driven email campaign has a clear purpose of either generating revenue directly, or leading the recipient towards a purchase decision.

The jury will score and evaluate the Best Offer Driven Email Campaign category based on the following criteria:

Purpose: What is the purpose of the campaign and how is this purpose aligned with the objectives of the brand or the campaign, if part of an integrated effort?

Email Marketing Metrics:

  • Click-through rate (CTR) or click-to-open rate (CTOR).
  • Conversion to revenue.

Audience & Relevance: Which decisions were executed in order to ensure a high level of audience relevance?

Execution:  Design, creative concept, content, copy and clarity of offer and/or benefits communicated

Follow-through: Which actions were triggered based on the success of the campaign?

See all categories and judging criteria in this document

The jury will score and evaluate the Best Nurturing Activity category based on the following criteria:

Purpose: What is the purpose of the nurturing activity and how was this purpose aligned with the objectives of the brand or the campaign, if part of an integrated effort?

Email Marketing Metrics:

  • Click-through rate (CTR) or click-to-open rate (CTOR) development from first email to last email in the series.
  • Unsubscribe rate.
  • Ability to convert to action.

Audience & Relevance: Which decisions were executed in order to ensure a high level of audience relevance? Which insights were used?

Execution: Timing in-between each step, design, creative concept, content and copy

Follow-through: Which actions were triggered based on the success of the nurturing activity?

The jury will score and evaluate the Best use of Data-Driven Marketing category based on the following criteria:

Purpose: What is the purpose of the activity and how was this purpose aligned with the objectives of the brand or the campaign, if part of an integrated effort?

Problem: Which problem did you intend to solve?

Insight: Which insight informed the decision to execute this activity.

Data: Explain which data was used to enable this activity.

Email Marketing Metrics:

  • Click-through rate (CTR) or click-to-open rate (CTOR).
  • Ability to convert to action.

Audience & Relevance: Which decisions were executed in order to ensure a high level of audience relevance? Which insights were used?

Execution: Design, creative concept, content, copy and personalization elements

Follow-through: Which actions were triggered based on the success of the activity?

The jury will score and evaluate the Best use of Email in Loyalty/Membership Campaigns category based on the following criteria:

Purpose: What is the purpose of the activity and how was this purpose aligned with the objectives of the brand or the campaign, if part of an integrated effort?

Retention strategy: How is email marketing used to retain customers/members?

Growth strategy: How is email marketing used to grow member revenue?

Data & Insight: How is data and insight used to decide content, offers and frequency?

Email Marketing Metrics:

  • Click-through rate (CTR) or click-to-open-rate (CTOR).
  • Ability to convert to action.
  • Unsubscribe rate.

Audience & Relevance: Which decisions were executed in order to ensure a high level of audience relevance? Which insights were used?

Execution: Design, creative concept, content and copy

Follow-through: Which actions were triggered based on the success of the activity?

Note: Retailers, e-commerce businesses and travel/hospitality entering this category, can enter the appropriate Vertical Categories at a special price of € 99.

See full list of categories – click here (opens PDF in new window)

Interactive content includes any type of activity that forces the recipient to engage with interactive content. The jury will score and evaluate the Best use of Interactive Content category based on the following criteria:

Purpose: What is the purpose of the activity and how was this purpose aligned with the objectives of the brand or the campaign, if part of an integrated effort?

Data & Insight: How is data and insight used to decide content, offers and frequency?

Interactive Content tactic used: Which type of interactive content was used, and why?

Email Marketing Metrics:

  • Click-through rate (CTR) or click-to-open rate (CTOR).
  • Ability to convert to action.
  • Unsubscribe rate.

Audience & Relevance: Which decisions were executed in order to ensure a high level of audience relevance? Which insights were used?

Execution: Design, interactive concept and copy

Follow-through: Which actions were triggered based on the success of the activity?

Marketing automation is any type of automated activity using email, text, automated calls, direct mail or any other type of delivery mechanism. The activity can be triggered based on behaviour, non-behaviour or a reaction to an action taken by a recipient.

The jury will score and evaluate the Best use of Marketing Automation based on the following criteria:

Purpose: What was the purpose of the activity and how was this purpose aligned with the objectives of the brand or the campaign, if part of an integrated effort?

Data & Insight: How was data and insight used to decide automation flow, content and/or offers and frequency?

Marketing Automation Strategy: Describe the strategy and outline all the components

Email Marketing Metrics:

  • Click-through rate (CTR) or click-to-open rate (CTOR).
  • Ability to convert to action.
  • Unsubscribe rate.

Audience & Relevance: Which decisions were executed in order to ensure a high level of audience relevance? Which insights were used?

Execution:  Design, interactive concept and copy

Follow-through: Which actions were triggered based on the success of the activity?

For this category, we define data intelligence as any method leading to a discovery, which the brand in turns react to in a smart way. The jury will score and evaluate the Best use of Data Intelligence in an Email Campaign based on the following criteria:

Purpose: What was the purpose of the activity and how was this purpose aligned with the objectives of the brand or the campaign, if part of an integrated effort?

Discovery: What was discovered in your data and how did these discoveries lead to the decision to execute this activity

Data & Insight: How was data and insight used to decide the activity – including automation flow, content and/or offers and frequency, if relevant

Email Marketing Metrics:

  • Click-through rate (CTR) or click-to-open rate (CTOR).
  • Ability to convert to action.

Audience & Relevance: Which decisions were executed in order to ensure a high level of audience relevance? Which insights were used?

Execution: Data management, mapping insight with messaging/communication, copy & design

Follow-through: Which actions were triggered based on the success of the activity?

Regional Categories (click to read criteria)

The jury will evaluate the nurturing programs based on the ability to capture a specific audience and retain the interest of the audience. Emphasis is on content of the communication and the contact strategy.

Any brand residing in Europe is eligible to enter. For the purpose of EDDM Awards, work from the following countries can compete for Best of Europe:

Albania, Andorra, Armenia, Austria, Azerbaijan, Belarus, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Georgia, Germany, Greece, Hungary, Iceland, Ireland, Israel, Italy, Kazakhstan, Kosovo, Latvia, Liechtenstein, Lithuania, Luxembourg, Macedonia (FYROM), Malta, Moldova, Monaco, Montenegro, Netherlands, Norway, Poland, Portugal, Romania, Russia, San Marino, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, United Kingdom, Vatican City.

Any brand residing on the African continent is eligible to enter.  Egypt competes in the Middle East region.

Any brand residing in the Middle East is eligible to enter.

Countries included are: Bahrain, Egypt, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Oman, Palestine, Qatar, Saudi Arabia, Syria, United Arab Emirates and Yemen.

Vertical Categories (click to read criteria)

Awarding the best email marketing activities from the retail sector, any retailer targeting an audience in Europe, Africa and/or the Middle East is eligible to join.

Awarding the best email marketing activities from the e-commerce sector. Any e-commerce shop targeting an audience in Europe, Africa and/or the Middle East is eligible to join.

Awarding the best email marketing activities targeting a B2B audience in Europe, Africa and/or the Middle East is eligible to join.

Awarding the best email marketing activities from the travel, hospitality and leisure industries.

Any travel brand targeting any type of audience in Europe, Africa and/or the Middle East is eligible to join.

Free Categories (click to read criteria)

Any email marketer or data-driven marketer active in EMEA is eligible to win this award. Nomination for this award is done by answering these 3 questions:

  1. How has this person contributed to the industry in the past 24 months?
  2. How has this person influenced others to do better email marketing and/or data-driven marketing?
  3. Specifically, what has this person done to deserve to win the Email Personality of the Year Award?   

Special rules: Please note that the winner will be notified on March 13th and the winner must be able to be physically present in Lisbon during the Awards Night. If the winner is not able to be present, he or she may send a stand-in. If the winner is not able or willing to do so, the award will be offered to the second choice.

The subscriber acquisition program category rewards work that has done exceptionally well in terms of attracting subscribers to any type of email opt-in. The judges will evaluate the work based on these three questions:

  1. Explain your initiative aimed at acquiring new subscribers.
  2. Tell us about the communication channels used. Show us the landing page/sign-up page and any other relevant materials or mechanics.
  3. Tell us about the results achieved including metrics such as Cost Per New Subscriber, Conversion Rates and Retention Rate of New Subscribers

A welcome program or onboarding program is an important component of successful email marketing. This category will reward the best onboarding program for any type of activity including a welcome program for new subscribers, onboarding program for new customers etc.

The judges will evaluate the work based on these three questions:

  1. What was the purpose of your welcome- or onboarding program?
  2. Describe the process including all steps and activities in the program.
  3. Tell us about your results and why your effort deserves to win the award

Video in email marketing and email newsletters is slowly taking off. This category rewards the best use of video in an email campaign.

The judges will evaluate the work based on these three questions:

  • Why did you chose to use video in your email campaign
  • How did video help achieve your objective?
  • Tell us about your results with emphasis on conversion to action

Integrated email campaigns leveraging the power of social media share is the cornerstone of this award category. The judges will evaluate the work based on these three questions:

  • What was the desired outcome of your email campaign in relation to social media?
  • How did you emphasize social sharing in the campaign?
  • Tell us about the results with emphasis on:
    • Conversion to share in percentage of opened emails
    • Amplification: reach and conversion derived from the total number of shares

Free with minimum one entry (click to read criteria)

This category is all about how to get the subject line right. The judges will evaluate the work based on these 3 questions:

  1. Describe the process you used to craft the subject line
  2. If you used A/B split testing or any other type of testing in order to arrive at the best subject line, please describe the results
  3. Explain how this subject line performed and why you consider this to be an outstanding achievement

This category will reward email marketers who used extraordinary creativity in an email marketing campaign. The judges will evaluate the work based on these 3 questions:

  1. What triggered the need to do something different?
  2. Why did you arrive at this particular creative concept?
  3. How did the campaign perform?

Testing is a crucial part of becoming successful in email marketing. This category will reward activities or campaigns that can prove how the use of testing produced significantly better results. The judges will evaluate the work based on these 3 questions:

  1. Explain the testing process. Show the control and the variations used to outperform the control.
  2. Show the test results
  3. Explain which conclusions you made based on the test results, and how that affected your decisions moving forward.
Register for the Awards now

Past EDDM Awards Winners

Here are just a few of the past EDDM Awards winners and runner-ups 

Get the EDDM Awards Guide with a special €150 discount voucher – Click here to get the guide and voucher now

The EDDM Awards 2018 Jury (+15 International Jury Members)

The jury will evaluate nominations based on criteria established for each category. The judges cannot judge nominations for their own company or clients. Click here to see all the EDDM Awards judges

Michael Leander - EDDM Awards 2018 Jury Member

Michael Leander
Founder & CEO at Markedu and GIDMA

Jenna Tiffany - EDDM Awards Jury Member 2018

Jenna Tiffany
Founder & Strategy Director at Let’sTalk Strategy

Dela Quist - EDDM Awards Jury Member 2018

Dela Quist
CEO at Alchemy Worx & Touchstone

Jordie van Rijn - EDDM Awards Jury Member

Jordie van Rijn
Consultant at EmailMonday & Email Vendor Selection

Bruno Florence - Email Marketing Expert - EDDM Awards Jury

Bruno Florence
Email Marketing Expert at Florence Consultant

Click here to see all EDDM Awards 2018 Juries

The EDDM Awards Contacts

You can get in touch with us (Markedu – EDDM Awards Organizer) using the following contacts details.

Contact details:

Questions related to registration for EDDM Awards write to eddm@markedu.com

Questions related to your EDDM Awards submission, contact hello@markedu.com

For partnership inquiries contact:

Michael Leander | email:  mln@markedu.com | mobile: +45 27 28 29 53 | skype: micleander

HQ in Portugal
Phone: +351 211 582 117
Av. da República, N.º 6, 7º Esq.
1050-191 Lisboa
Portugal

About Markedu – Innovative Marketing Education

You can also find Markedu on these channels

Share the EDDM Awards 2018 with your colleagues and friends. Use the buttons to share on your favourite network.

Get the EDDM Awards 2018 Guide and save €150

Time-limited offer: Complete the form to get the full EDDM Awards Guide along with your 150€ discount voucher.

  • This field is for validation purposes and should be left unchanged.

The EDDM Awards 2018 are organized by Markedu with the support of these partners