Stan Rapp delivered the opening keynote at the recent 2009 Email Evolution Conference in Scottsdale, Arizona.
Rapp’s presentation, appropriately titled “It’s the E-conomy Stupid!” provided a passionate endorsement for email and underscored why email has become the anchor of direct marketing.
I first met Stan Rapp in 1985 when I was working in Philadelphia for Farm Journal and heading up the company’s Marketing Services division where we built and hosted marketing database systems for many of the country’s top agri-chemical, animal health pharmaceuticals, farm machinery, and seed companies.
Stan had come to Philadelphia to interview me and several of my colleagues as part of the research he was doing in preparation for his book, Maxi-Marketing. He was keenly interested in learning how Farm Journal used subscriber-supplied data about the crops and livestock they produced on their farms and ranches to produce thousands of versions of its magazine. Farm Journal used technology called “selectronic binding” to tailor editorial and advertising content to the profile and information needs of each subscriber. (Today, ExactTarget clients do this every day with email using our “Dynamic Content” technology.)
When Maxi-Marketing, co-authored with Tom Collins, was published in 1986, David Ogilvy said: "Everyone in advertising must read this book." His endorsement started the co-authors on the way to bestseller status. Over 250,000 copies of Maxi-Marketingwere sold worldwide in a dozen languages. And the book became the bible for modern era multi-channel marketing.
Stan has become a passionate advocate for email marketing and his keynote served as an enthusiastic reminder of how critical email has become for keeping customers connected to brands, and why email has emerged as the single most effective channel for direct marketing.
As an industry, we could not ask for a better “senior statesman” than Stan Rapp.
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