Rhone river

Peggy Hatch is a senior advisor at NAPCO Media. A direct mail copywriter, she co-founded Who’s Mailing What! with her husband Denny Hatch. Her previous position at NAPCO Media was Group President for the Target Marketing Group.

The universal challenge for marketers is getting the email opened! Obviously, the "From" line, "Subject" line, and testing were major topics of conversation. However, we also discussed something that, until a few months ago, was new to me — the all-important "preheader." The preheader is the small line of text that appears above the html image on the email and shows up as the lead-in on your smartphone or tablet.

Expounding on the importance of direct mail seems to be a never-ending topic for me in this digital world. There's no question, if I need a new pair of shoes, I'll head off to Zappos.com and do some browsing online. But please notice ... I said if I "need" new shoes. The birdfeeder is getting low — it's a quick click to eBirdseed.com to get restocked. A replacement battery for the cell phone is easily found thanks to the power of Google.

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