Pierpont Director of Marketing Dori Ludwig explored new trends and evergreen best practices for planning, executing and measuring a successful email marketing campaign with AMA Houston during a recent AMA Academy workshop.
During the workshop, Ludwig explained that email is an extremely versatile and often inexpensive communications channel, and marketers should not be afraid to explore new ways to use the almost 50-year-old medium. Ludwig advised that email campaigns should fit into a larger content marketing strategy. She also predicted that the future of email marketing will be in extreme personalization and real-time communications.
“In today’s age of connectivity and on-demand communications, consumers increasingly expect personalized brand experiences,” commented Ludwig. “Companies can cut through the clutter and establish brand loyalty by utilizing customer data to individualize email content for each customer, such as by leveraging purchase history, website behavior and more.”
Ludwig has more than 10 years of experience in integrated marketing, advertising, brand management and digital communications, having worked across a broad range of B2B and B2C industries over the years, including automotive, manufacturing, financial services, retail, tourism, and healthcare.