Recently, I sent an email to my online subscribers driving them to a video selling an information product produced by Mary Ellen, one of my joint venture partners. In return, I received an email from a subscriber—who shall be known as MH—taking me to school not for recommending the product, but for sending him to this particular video sales letter.
I have long admired the people at HubSpot for their online marketing acumen. I routinely download and read their marketing e-books with pleasure. But their recent analysis of direct mail—"6 Horrific Practices of Direct Mail"—displays a stunning ignorance of what works and what doesn't work in direct mail.