Mar 19 2025 25 mins 2
Running a successful marketing campaign doesn't require a massive team or unlimited resources. Sometimes, it just takes a small, dedicated group that knows how to connect with people on a personal level.
That's exactly what Marc Newberry and Jasmin Bollman have accomplished at Genumark, Canada's leader in custom-branded merchandise and apparel. With a marketing team of just four people, they've mastered the art of personalized communication while expanding into the US market.
"Having those emails coming from the account managers rather than the info@Genumark email is definitely the best half an hour I spend in my marketing week or month," Marc explains, highlighting a simple yet effective strategy that dramatically improves their engagement rates. By personalizing each email to come from the client's specific account manager, they achieve better open rates and direct client-representative communication.
On this episode of Be a Marketer, Marc and Jasmin join host Dave Charest to reveal how their small marketing team achieves big results through authentic communication. They discuss their recent rebranding process, how they maintain a consistent brand voice, and why personalization is crucial for cutting through inbox clutter.
Tune in to discover their 30-minute email marketing hack, how they organize their marketing calendar around a monthly newsletter, and practical tips for humanizing your business communications to build stronger customer relationships.
Additional Resources:
- Create a New Email Contact
- Understanding Contact Segmentation
- Create a Sign-up Landing Page
- Create More Personalized Emails
Meet Today’s Guests: Marc Newberry and Jasmin Bollman of Genumark
Marc Newberry
🎨 Who he is: Marc is the Creative Director at Genumark, Canada's leader in custom-branded merchandise and apparel. He's been with this family-owned business for 14 years, starting as an account manager before moving into creative roles. Marc helps lead their small four-person marketing team, creating content for their expansion into the US market and supporting their certified B Corporation status.
💡 Key quote: "It's definitely consistency in timing, content and visuals is definitely key to kind of making the email marketing work as well as it can. I think that's something that we've got better at recently and it's definitely the biggest piece of advice I would give to others."
👋 Where to find Marc: LinkedIn
Jasmin Bollman
🎨 Who she is: Jasmin is the Marketing Manager at Genumark. She joined the company as a freelancer after working in the tech industry and running her marketing consultancy. Attracted by Genumark's creative environment, she transitioned to a full-time role about a year ago. Jasmin handles all the written content for the company, from email campaigns to social media copy.
💡 Key quote: "I've always been a big proponent of — the way you talk online should be the way that you talk to somebody face to face, just like you're speaking with a friend. Because authenticity is what's going to make people connect with you."
👋 Where to find Jasmin: LinkedIn
👋 Where to find Genumark: Website | LinkedIn | Instagram | Facebook
If you love this show, please leave a review. Go to RateThisPodcast.com/bam and follow the simple instructions.
