How to get a 38x email marketing return with Kalyn New from Campaign Monitor

Metigy Podcast - Marketing for SMEs

For every $1 invested in email marketing, your business can gain an average of $38 back. Initiate and build your email marketing’s ROI as Kalyn New, senior director of product and customer marketing at Campaign Monitor, delves into the fundamentals and steps to get started.

Campaign Monitor's platform makes connecting with your audience through email marketing and automation tools extremely easy!

They use drag and drop technology to create beautiful custom and optimised emails for over 250,000 customers globally.

What you will learn in this episode:

• How your business can get started with email marketing
• Assessing your customers with the customer life cycle
• The retention aspect of email marketing
• What frequency of email send-outs work best
• Other ways your business can personalise email marketing
• Relevance and timeliness
• How to apologise after an email marketing snafu
• The best ways to obtain customer information
• How your brand can project your brand voice and uniqueness
• What defines a good ‘customer’ for your brand
• The user journey for Campaign Monitor’s app
• The four steps of understanding your customer life cycle

Notable quotes:

• “It costs four times more to acquire a customer than it takes to retain an existing customer”
• “Give the customer control when and how they want to hear from you”
• “Every email you send to a customer, it should always come back to the ‘so what?’ factor”
• “It’s really dependent on what information you have about your customers and how you use that”
• “All customer communications have to be relevant and timely to that individual subscriber”
• “B2B marketing and B2C marketing is not all that different in terms of how you write it”

Resources mentioned:

• Campaign Monitor
• CM Group
• Emma
• Cellarmasters
• Customer life Cycle
• Preference Center
• Skip app (coffee)

Book recommendations:

• Lean in by Sherill Sandberg

What business would you build on Mars:

I’d approach it like I’d approach anything here on earth. The first thing I’d do is understand the current landscape: What’s available? What’s on the market? What do the martians need that they don’t have? Understand what those needs are first and try not to push a product or a service on them.

Surveys and interviews, as boring as they sound, are super helpful to either validate the assumptions that you already have… And understanding where the martians are consuming their media? How do they like to be spoken to and making sure you’re bringing a message to them - making it as easy as possible. The “so what” factor is important in this as well...

Not underestimating the power of testing. Whether it’s iterating over and over or ABCDE XYZ testing. If you approach it that way, me and Elon would be very successful.

Reach Kalyn New here:

• on Linkedin