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

Friday afternoon on MSNBC’s “Hardball,” host Christ Matthews raised this question to two guests: Should the leader of Iran be allowed to speak on Columbia University campus in New York next week?” Radio talk show host Ed Schultz was unequivocal: Absolutely. I think Columbia University is doing this country a favor by getting this guy on American soil, getting him on the record in an academic environment. Let‘s find out what he thinks about Israel. He‘s made all these outlandish comments about the Holocaust on the other side of the world. Let‘s get him on American soil and get him on the record. The thing I

The best way to analyze your e-mail is by breaking your subscriber file into two segments: type and source. Type consists of repeat customers (including new subscribers), offline customers (such as inactives) and leads; source includes site sign-ups, contest registrants, co-registration programs, appended names and so on. Segmenting such a comprehensive list may take time, but it will pay big benefits and you’ll identify the most productive groups, says Reggie Brady, president of Reggie Brady Marketing Solutions, an e-mail and direct mail marketing consultancy. Along with Luc Vezina, director of strategy and product management at GOT Corp., and Brent Laderoute, director of advertising at

By Hallie Mummert Now that prospecting efforts are picking back up on the postal side, will e-mail prospecting be far behind? In years past, marketers complained of low response rates and concerns of being perceived as spammers. While those same issues influence marketers' decisions to prospect via e-mail today, the continued, albeit slow, growth of e-mail lists for rent and the offering of more direct response-oriented files is luring more companies to give e-mail lists a test. "Direct mail certainly is the foundation [of direct marketing], but e-mail offers a new level of communication that direct mail can't," says Michelle Feit, president of

By Donna Loyle The rise of targeted marketing principles and the implementation of efficient data-collection and -sharing practices has been one of the driving forces of the American economy for the last several decades. Of that, no one is in dispute—not even government officials. But the migration from mass marketing to direct marketing also has a down side. Some consumers, tired of having targeted offers thrust at them from all angles, are experiencing marketing fatigue. And they're starting to say: "Enough already!" Add to the mix the alarming rise in identity theft, computer-clogging spam and telemarketing, and you

By Hallie Mummert By and large, people have come to accept the delivery of direct mail in their postal mail box. The same is not true of e-mail. Perhaps because people set up their own addresses and pay for their account service, they are more guarded about who and what is allowed into their e-mail inbox. This viewpoint is what makes the practice of e-mail appending—where you match up customer names with e-mail addresses compiled by third party vendors—controversial. "The privacy zealots will say that any message the recipient did not give the marketer permission to send is spam," explains Reggie

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