Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

And now for the biggest stretch in email marketing metaphors ever. No one sympathizes or empathizes with Denver Broncos’ fans more than I. Watching the Seattle Seahawks stomp the Broncos 43 to 8  brought back memories I had long suppressed. The margin of victory on Sunday night was the largest in 21 years. Twenty one years ago my favorite team, the Buffalo Bills, lost to the Dallas Cowboys in Super Bowl XVII 52 to 17. The Bills committed nine turnovers. As I watched this year’s Super Bowl turn into a mistake-ridden fiasco for Denver

Jerry Wojcik wanted to stay connected to his hometown Buffalo Bills football team. So earlier this season, the Florida resident signed up for a Bills program that sends fans text messages. Trouble is, he says, the text alerts became too frequent. So now he and his attorneys are suing the Bills, in the form of a class-action lawsuit, complaining that the team sent him a few extra messages. In their legal papers, his attorneys claim that after he signed up for a Bills program that pledged to send him no more than five text alerts per week

Working to leverage the mobile channel to capture more of its customers’ share of wallet, more than 100 Subway restaurants in Buffalo, N.Y. and the Seattle-Tacoma area now offer real-time alerts and coupons to preferred customers via their cell phones. A partnership with Modiv Media— an interactive marketing services firm in Quincy, Mass.—the My Subway Mobile program helps the national sandwich shop chain’s participating stores to drive traffic and sales, as well as to gain insight on specific promotion aspects that appeal to each store and individual customers. The program works by encouraging customers to sign up at participating locations or by texting a

by Denny Hatch I took the train to Chicago and back for the DMA Conference. No, I am not afraid to fly. This is certainly the safest time to fly -- probably in my lifetime. Security is at an all time high and 20 percent less planes are in the sky, which means the air traffic controllers are really in control. No, I opted for the train for two reasons: time and self-esteem. Let's start with time. Given the current panic and paranoia, if you are advised to be at the airport three hours in advance, arrive at the wrong time and you stand

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