Australian startup Campaign Monitor is transforming into an automated email marketing platform

Campaign Monitor senior management team. (L-R) CMO Kraig Swensrud, CEO Alex Bard, and co-founders Ben Richardson and Dave Greiner. Image: Supplied.

Australian startup Campaign Monitor just made its first major product changes since taking on $US250 million in funding last year and appointing former Salesforce execs Alex Bard as CEO and Kraig Swensrud as CMO.

The email marketing platform is adding automated email options, which mean companies can set up communication with users each time a password is reset or a transaction made.

In the past these types of emails have usually come from the IT department. Campaign Monitor CMO Kraig Swensrud wants to bring all customer interactions into marketing departments to help companies maintain brand consistency.

“Until now, marketers haven’t had the self-service email marketing technology to design and personalise every customer-facing email,” Swensrud said.

This major move by Campaign Monitor marks a departure from proactive, subscription-based emails usually sent out.

The company has been madly expanding its San Francisco office, but a bunch of the development work is still done in Australia.

“The core of our engineering team is in Sydney,” Swensrud said, adding that wouldn’t change in the near future.

Swensrud said the build, which was entirely done in Sydney, took quite a while and was the result of a trend which Campaign Monitor spotted where, over the past five years, the number of transactional emails sent by companies has increased.

“The demand from our customers led to the development of this new capability. The build started over a year ago,” he said.

The new transactional email product sits within its existing drag-and-drop email building platform.

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