Underground Ecom is now an accredited member of the Data & Marketing Association (DMA), the UK’s trade association for data-driven marketing, and has committed to the DMA Code.
We’re excited to share that Underground Ecom has joined the Data & Marketing Association (DMA). As an accredited DMA member, we’ve signed up to the DMA Code, the industry’s standard for using customer data responsibly and putting customers first.
For our clients, it’s independent recognition of something we’ve always cared about: doing customer marketing well, and looking after the data behind it properly.
Why we joined the DMA
“It feels like a good moment for it. Ecommerce is where we started and it’s still at the heart of what we do. The brands we’ve grown up alongside taught us most of what we know about customer marketing.
Over the past year, that experience has also taken us into some of the biggest and most complex organisations out there, with multiple markets, lots of moving parts, and a lot of customer data.
That comes with real responsibility. People trust brands with their data, and brands trust us to look after it properly. Signing up to the DMA’s standards is our way of saying we take that seriously.
We’re also looking forward to meeting more people across the industry who care about doing customer marketing well.”
Jamie Watkins, CEO, Underground Ecom
What is the DMA?
The Data & Marketing Association is the UK’s trade association for data-driven marketing. Its community brings together more than 27,000 marketers from brands, agencies and marketing technology companies.
The DMA sets the standards for responsible data use in UK marketing, provides legal and compliance guidance, represents the industry to government and regulators, and runs the DMA Academy for training and professional development.
What is the DMA Code?
Every DMA member commits to the DMA Code, which is overseen by the independent Data & Marketing Commission. The Code is built around putting the customer first. In practice, that means:
- Giving customers a positive, transparent experience at every stage
- Sending marketing that is relevant and reflects each customer’s preferences across every channel
- Acting responsibly with customer data and being accountable for how it’s used
- Investing in people, with the Code recommending one hour of learning per week for every team member
These are the same principles that good retention marketing is built on. Relevant, permission-based, well-timed communication is what keeps customers coming back.
What DMA accreditation means for our clients
Our clients range from fast-growing DTC brands to large, multi-market organisations handling millions of customer profiles. DMA membership gives every one of them extra confidence in how we work.
- A recognised standard for data. Our CRM, email and SMS work is held to the DMA Code, on top of our obligations under UK GDPR and data protection law.
- Up-to-date compliance guidance. Through the DMA’s legal helpdesk and guidance, we stay current on data protection and marketing regulation, including new legislation such as the Data (Use and Access) Act.
- Better-informed strategy. DMA research, insight and award-winning case studies feed into how we plan and benchmark our clients’ programmes.
- Confidence for enterprise procurement. For larger organisations, membership of the UK’s data and marketing trade association is a clear signal that a partner takes data seriously.
What DMA membership means for our team
Our people are the reason our clients grow, so investing in their skills is a priority. DMA membership gives our team access to:
- The DMA Academy, with a library of courses covering marketing strategy, data, creative and more
- IDM-accredited training and qualifications, so team members can earn industry-recognised credentials
- Exclusive and free DMA events, to learn from leading practitioners and build connections across UK marketing
- Tools, templates and research, to sharpen how we plan, test and measure
It also supports the way we already work: the DMA Code’s focus on regular learning fits the training culture we’ve built across our London and Cape Town teams.
Building on our position as a market leader
Joining the DMA adds to the standards and recognition behind Underground Ecom:
- Klaviyo Master Elite Partner
- Klaviyo Agency Partner of the Year EMEA 2025
- A seat on Klaviyo’s Partner Advisory Council for 2026
- Finalist in Communication & Engagement at the E-commerce Germany Awards 2026
Klaviyo’s partner programme recognises how well we use the platform. DMA accreditation recognises how responsibly we handle the customer data behind it. Together, they mean brands get both performance and peace of mind.
Who are Underground Ecom?
Underground Ecom is a London-based CRM and retention marketing agency, specialising in email, SMS and lifecycle marketing for DTC and ecommerce brands. We’re a Klaviyo Master Elite Partner and an accredited member of the Data & Marketing Association, with teams in London and Cape Town.
Looking for a CRM partner you can trust with your customer data? Talk to our team
