E326: 🎓LESSONS LEARNED FROM BUILDING A KLAVIYO MASTER ELITE EMAIL MARKETING AGENCY FROM SCRATCH
MENTORING MOMENTS: THE EVOLUTION OF EMAIL MARKETING WITH ADAM KITCHEN
Welcome to Mentoring Moments, a sub-series of the eCommerce Edge Podcast. Today, we're thrilled to host Adam Kitchen from Magnet Monster. This episode has been a long time coming and we're excited to share valuable insights into email marketing, agency management and the evolving digital landscape.
THE CHALLENGES OF AGENCY GROWTH
Running an agency is no easy task. Adam talks about the difficulties agency owners face as they scale. Transitioning from doing all the work yourself to teaching a team to deliver high-quality outcomes is hard. It's about passing down knowledge and ensuring the team maintains the standards you've set.
THE RIGHT WAY TO DO EMAIL MARKETING
One major issue in the industry is how many email marketing services break basic rules. Jason shares his frustration with companies that spam him without understanding his needs. This can damage their reputation and effectiveness. Both Jason and Adam agree that knowing your customer and tailoring your message is crucial.
THE EVOLUTION OF EMAIL MARKETING PLATFORMS
Email marketing has grown beyond just sending emails. Today, it involves complex workflows and integrations. Adam explains how platforms like Klaviyo have become dominant by integrating with a vast array of eCommerce tools. This integration makes it easier for merchants to manage their communications from a single platform.
THE ROLE OF CDPS IN MODERN MARKETING
Customer Data Platforms (CDPs) are becoming essential. They allow brands to collect and use zero- and first-party data across multiple channels, not just email. Klaviyo is entering the CDP space but other platforms have been there longer and offer more advanced features. This shift helps brands move beyond relying solely on email.
B2B MARKETING AUTOMATION: AN UNTAPPED GOLDMINE
B2B brands often lag in using marketing automation effectively. They have rich customer data but don't always leverage it well. Unlike DTC brands, B2B companies usually know their customers intimately, making personalized marketing more feasible. Adam highlights the potential for B2B brands to improve by adopting more sophisticated email marketing strategies.
OVERCOMING TECHNICAL CHALLENGES IN EMAIL MARKETING
Email marketing isn't just about great content; the technical setup is vital. Issues like poor DNS records, lack of a dedicated sending domain, and sending IP problems can severely harm deliverability. Adam emphasizes the importance of getting these technical details right from the start to avoid long-term issues.
MANAGING CLIENT EXPECTATIONS
Managing client expectations is a significant part of running an agency. Clients often want immediate results but real change takes time. It's essential to be upfront about the potential short-term impacts when making significant changes to their email marketing strategy. Balancing quick wins with long-term gains is a delicate act but crucial for lasting success.
THE LONG-TERM VIEW ON MARKETING
The world is moving towards a privacy-first approach, making it harder to rely on quick wins. Marketers need to focus on building long-term relationships with customers. This means understanding that consumers have more choices than ever and building a high level of trust is essential for long-term success.
STEPS TO IMPROVE EMAIL MARKETING
1. Consistent Customer Acquisition: Make sure you're acquiring new customers regularly. Email marketing relies on a steady stream of new subscribers.
2. Deliverability: Ensure your emails are reaching inboxes. This involves good technical setup and list hygiene.
3. Quality Content: Send clear, valuable content that resonates with your audience.
CONCLUSION
Email marketing remains a powerful tool but requires a strategic approach and technical precision. Whether you're in B2B or DTC, focusing on consistent customer acquisition, excellent deliverability and quality content will set you up for success.
Adam Kitchen’s insights illuminate the complexities and opportunities in email marketing. For those looking to deepen their understanding or improve their email strategies, don't hesitate to reach out to Adam on LinkedIn or visit Magnet Monster. Let's keep learning and evolving in this ever-changing digital landscape.
To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: