Oct 09, 2025
A Marketer’s Guide to Perfecting Evergreen Campaigns
Session Summary
This session highlighted the untapped potential of evergreen campaigns—automated programs that continue to deliver results with minimal lift. Robbie Freeman, Director of strategy (Financial Services) at Movable Ink, emphasized the gap between campaign design and maintenance: Many marketers overindex on launching and underinvest in iteration. By leveraging personalization and real-time content feeds, evergreen campaigns can perform like “always-on engines” that free up time for innovation. The talk showcased examples of lifecycle emails and triggered moments that stayed relevant for years when designed with modular content.
Top Takeaways
- Evergreen campaigns underperform when not maintained—real-time data solves this.
- Modular content keeps campaigns fresh without rework.
- Automation + personalization = compounding ROI over time.
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