This year’s You Mailed It Awards reminded us that email is far from dead. In fact, when done well, it remains one of the most powerful ways to build relationships, inspire action, and deliver value to customers and teams alike. These email marketing awards celebrate brands that have excelled in strategy, creativity, and execution – and they offer actionable inspiration for marketers everywhere.
Meet Our 2025 You Mailed It Winners
Best Marketing Mailer: Old Mutual Rewards
Transformed traditionally dry financial content into vibrant, engaging, and personalised communication that kept readers scrolling and clicking.
Best Internal Mailer: Machine_ for Sanlam
Created a beautifully structured, interactive internal newsletter that connects teams, builds culture, and makes information accessible and engaging.
Machine_ won Best Internal Email for its Sanlam Group email campaign last year, too! Have a look at the case study we did for more insights into what worked for them.
The 5 Things Our Judges Loved
The insights shared by our judges provide clear, practical guidance for any brand looking to elevate its email marketing –_ whether you entered our email marketing awards or not. From the entries, these themes stood out the most for our judges:
1. Modular, Bite-Sized Layouts
Long emails don’t need to feel long. The best campaigns use clean, modular blocks to break up content into sections that are easy to scan on both desktop and mobile devices. This makes it simple for readers to navigate, find what’s relevant to them, and take action without feeling overwhelmed.
2. Personalisation Beyond First Names
Personalisation is more powerful when it goes beyond “Hi [First Name].” Leading brands use customer data, past behaviours, and interests to craft emails that feel truly relevant. You can achieve this by segmenting your customer data effectively and incorporating dynamic content into your emails. This fosters connection and shows readers you understand what matters to them.
3. Clear, Engaging Calls-To-Action (CTAs)
A winning email clearly indicates the next action the reader should take. By making your CTAs clear and compelling, you remove friction and guide your readers seamlessly to the next step. Strong CTAs are:
- Clear and action-oriented (“Download Your Guide”, “View Your Statement”).
- Aligned with the primary objective of the mailer.
- Visually distinct to catch the reader’s attention without overwhelming the design.
4. Human-Centred, Conversational Copy
Emails perform best when they sound like they’re written by people, for people. Copy should invite readers in, build trust, and keep them engaged throughout the email journey.
Winning campaigns use:
- A warm, conversational tone.
- Direct, active language.
- Language that feels approachable and true to the brand.
5. Creative, Interactive Elements
Static emails can only do so much. Leading brands are using interactive elements, like videos, quizzes, carousels, and gamified features, to capture and maintain attention. Even small touches, like a subtle animation on a CTA button or an embedded video, can significantly boost engagement rates.
These elements:
- Make emails more engaging and memorable.
- Encourage deeper interaction with your brand.
- Provide additional layers of personalisation and insight based on user interactions.
When it comes to email marketing, how your content looks could make or break the impact of your communication. Use modular, scan-friendly layouts, such as the F-pattern and the inverted pyramid, to break up blocks of text and provide your readers with content they want to engage with.
How to Improve Your Next Email Marketing Campaign
Even with exceptional entries, judges noted common areas for improvement in future email marketing award contenders:
- Avoid overreliance on flat images. These can get blocked in email clients, limiting accessibility, tracking, and engagement.
- Check your accessibility. White text on dark backgrounds can be difficult to read; consider font sizes, colour contrast, and alt text.
- Clarify your single objective. Ensure your CTA aligns with the primary goal of your mailer.
- Deepen personalisation. Think beyond names; consider segments, customer behaviours, and preferences.
- Test your emails on mobile. Make sure designs stack correctly and remain easy to navigate.
- Track beyond opens. Consider first-click and last-click tracking to understand genuine engagement.
In email marketing, not many things convert like power copy. Here are 12 email copywriting tips that you can use to help you write an email that sells.
Spotlight on Honourable Mentions
Even though these entries did not win, they impressed the judges for the following reasons:
Medihelp (Varsha’s View):
- What stood out: An authentic, leader-led voice with a warm and conversational tone that builds trust and transparency. It was well-written, highly relevant to the audience, and aligned with Medihelp’s strategic goals.
- Tip: Pair a strong voice from your leadership team with a warm writing style, subtle personalisation and a clear visual hierarchy for maximum impact.
Currency News:
- What stood out: Confident, witty editorial style that knows its audience very well. The inclusion of multiple article teasers adds value and encourages readers to return.
- Tip: Balance strong copy with images and design elements to aid readability and break up blocks of text.
What These Email Marketing Awards Mean for Your Next Campaign
These email marketing awards underscore a fundamental truth: successful emails are carefully crafted with intent. When you focus on clarity, relevance, engagement, and human connection, your messages can stand out and win.
If your goal is to create campaigns that not only land in inboxes but spark action and loyalty, take a page from this year’s winners. Let these insights fuel your next great email.
Let’s Create Award-Winning Emails Together
At Everlytic, we help brands craft smart, strategic, and creative emails that deliver real results. Whether you’re aiming to win email marketing awards or simply drive better engagement, we’re here to help you succeed.
