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Marketing and Advertising

An Email Consumer Point of View

by Kevin Senne on March 6, 2010 · 2 comments

I ran across a great article tonight by David Meerman Scott on webinknow.com.  David talks about an email he received from American Airlines.  He is a super elite customer.  His point is that the email he received just isn’t relevant.  If you’ve talked to me for more than 30 seconds, you know how I feel [...]

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Email Acquisition and Deliverability

by Kevin Senne on March 5, 2010 · 1 comment

I had an interesting experience this past weekend that had me thinking about the nuts and bolts process of email acquisition.  My wife and I were in a store that specialized in home furnishings.  She loves this store, and I can’t stand it.  I was playing the role of good husband though, and bit the [...]

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Marketing Loyalty – Why I Heart American Airlines

by Kevin Senne on February 4, 2010 · 0 comments

I am once again a frequent customer of the friendly skies.  In 2008, I flew about 60,000 miles.  With the exception of one flight, they were all on American Airlines.  In 2009, the company I was working for basically imploded, and we quickly pretended to be “fiscally responsible” and cut travel.  I made 2 trips [...]

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The Email Entrance Strategy

by Kevin Senne on January 31, 2010 · 3 comments

I am going to tell a story today with a little bit of a twist on it.  Near my home is an upscale outdoor shopping mall.  It has all the usual suspects as tenants.  Pottery Barn, Apple, J Crew, Starbucks, and the list goes on and on.  In this center as in just about any [...]

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What About Email Marketing Benchmarks?

by Kevin Senne on January 18, 2010 · 3 comments

What is a good open rate?  What kind of click thru rate should I get on an average email?  What is the average unsubscribe rate for a mailing?  What is the average open rate for the publishing industry?   These are all great questions that I am asked, and I see being asked across the [...]

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The Future Of Social Media – Part III: The Marketer

by Kevin Senne on December 23, 2009 · 1 comment

Today, we talk about the future of social media from the point of view of the marketer.  I’ll admit that this is my favorite area.  I have been directly involved with this part of the industry for more than 10 years, but I feel like I have always been keen on what it takes to push [...]

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