• by Larissa Faw , June 6, 2016

AMC Theatres has selected digital marketing agency DEG to be its email marketing shop following a formal review. DEG will provide "relationship marketing services" for the entertainment brand.

That means the agency will work to better connect and engage AMC’s guests through campaign execution, strategy and analytics of AMC’s email marketing program.

The agency will also redesign AMC’s one-to-one messaging and develop content across its digital marketing channels. As part of a tech upgrade, DEG will work with Salesforce Marketing Cloud to manage and execute AMC’s targeted marketing messages.

This partnership enables the agency to use the cloud to provide personalized content and segmentation in order to boost engagement with AMC consumers. The agency has already begun management of the client’s day-to-day email marketing program.

“DEG will be a key strategic partner helping us to engage our guests in personalized and compelling ways,” said Julius Lai, vice president, guest engagement at AMC Theatres.

“Our focus will be attention-grabbing, entertaining communications that highlight the amazing AMC experience and reinforce how much people love coming out to the movies,” he added.