{"id":7405,"date":"2024-04-30T15:45:08","date_gmt":"2024-04-30T15:45:08","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/brian-mckenna-spotlight-on-the-expert\/"},"modified":"2024-04-30T15:45:08","modified_gmt":"2024-04-30T15:45:08","slug":"brian-mckenna-spotlight-on-the-expert","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/brian-mckenna-spotlight-on-the-expert\/","title":{"rendered":"Brian McKenna: Spotlight on the expert"},"content":{"rendered":"


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\"Brian\"Brian<\/figure>\n<\/div>\n

Brian McKenna<\/a> is the VP of CRM at DMi Partners, a Philadelphia-based marketing agency. As you\u2019ll see, he kind of stumbled into a job and career he loves. In addition to being an email marketing savant, Brian has long been involved with The Hole in the Wall Gang Camp<\/a>. Founded by Paul Newman, the organization runs a residential summer camp, and year-round center serving children and their families coping with chronic illnesses such as cancer. (Interview edited for length and clarity.)<\/em><\/p>\n

Q: <\/strong>How did you get into marketing?<\/p>\n

A: <\/strong>I guess my path is probably a little unique in the sense that my brother who\u2019s three years older than me started the company with his college roommate. So, I spent a couple years delaying growing up after college. And then when it came time to find a real job, he had an immediate need and I came here and started and haven\u2019t left since.<\/p>\n

<\/p>\n

Q: <\/strong>What do you like about it?<\/p>\n

A: <\/strong>There are two elements of the work that I really enjoy. It\u2019s like each day is kind of a puzzle. I\u2019ve been in many different roles here at DMi. Started out in search engine optimization, spent some time marketing specifically in the education space and now today on the CRM side. Each one of those is a different challenge and each client is unique. The piece that has always interested me is solving a unique problem, and being creative about it.<\/p>\n

And then the biggest thing for me today is we have such an impressive and fun team to work with. None of our work can be accomplished by any specific team member, so getting to work across a team of people with different experiences, and different expertise is fun for me, too.\u00a0<\/p>\n

Q: <\/strong>Google and Yahoo! have set much tougher rules for bulk email senders<\/a>, what has that meant for you?<\/p>\n

A: <\/strong>From our end, it\u2019s been validating a lot of our approach. At the end of the day, what we\u2019re trying to do is read and react based on our client\u2019s subscribers\u2019 engagement. You know, what is the right message to be getting to this person based on where they\u2019re at and any recent steps they\u2019ve taken? If anything, we\u2019re constantly trying to get our clients to send less to people less frequently, which is not how this normally goes.<\/p>\n

On any individual send, sending to the most people is always going to be the clients\u2019 approach. So really, our job is to not only put a strategy together but do it in a way that we can prove it out. Saying, \u201cYes, we\u2019re taking a slight step back here but we\u2019re going to monitor these metrics. And then in a month from now, you\u2019ll see you\u2019ve got more people in that seriously engaged bucket.\u201d That means you\u2019re also seeing fewer people unsubscribing.<\/p>\n

What we always remind ourselves internally and tell our clients is that sending the wrong email to the wrong person is way more impactful than sending a lot of people the right email.<\/p>\n

Dig deeper: <\/em><\/strong>Email excellence: The top 10 traits of highly effective email marketers<\/em><\/strong><\/a><\/p>\n

Q: <\/strong>One thing that stood out to me about you is all the work you\u2019ve done with The Hole In The Wall Gang Camp. How did you first get involved?\u00a0<\/p>\n

A: <\/strong>You\u2019ll see a trend here. My brother worked there in the summers in college. They have full summer staff, and people who are there just for a week or two. And when I got to college I went up for a week, spent it in his cabin, and then got hooked. All I could think was, \u201cHow can I get back up here?\u201d I went back up for a couple more weeks that summer and then for all the summers when I was in college and just after.<\/p>\n

Q: <\/strong>What impact did being around these kids have on you?\u00a0<\/p>\n

A: <\/strong>The experience is hard to describe. One of the things that Paul Newman said when creating the camp was about luck and the positive impact it had on his life and the devastating impact it could have on kids who might not have a long life to correct it.<\/p>\n

There\u2019s something about spending time with these amazing people. That\u2019s the kids, of course, but it\u2019s also the people there working with the kids. Giving them the chance to be silly and goofy and a kid again while also dealing with some pretty heavy stuff.<\/p>\n

So much of the experience is on that goofy side. But that enables the rest of the experience to happen, I guess. It really keeps everything in perspective. I have two little ones of my own. They\u2019re nine and six. So I can\u2019t use my PTO to go up to camp right now. But I\u2019m looking forward to the time when they\u2019re older, and I can start doing that again.\u00a0<\/p>\n

Actually, there are a couple of people at DMi who volunteer there. It sinks its teeth in you. It\u2019s an amazing group of people and an amazing experience to have gone and participated in. I would jump at any chance I can to be involved with it.<\/p>\n

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Brian McKenna is the VP of CRM at DMi Partners, a Philadelphia-based marketing agency. As you\u2019ll see, he kind of stumbled into a job and career he loves. In addition to being an email marketing savant, Brian has long been involved with The Hole in the Wall Gang Camp. Founded by Paul Newman, the organization […]<\/p>","protected":false},"author":3,"featured_media":7093,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"\nBrian McKenna: Spotlight on the expert - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/brian-mckenna-spotlight-on-the-expert\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brian McKenna: Spotlight on the expert - OK Design\" \/>\n<meta property=\"og:description\" content=\"Brian McKenna is the VP of CRM at DMi Partners, a Philadelphia-based marketing agency. 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