Emily Soell

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.

What makes a professional the 2019 Marketer of the Year? It’s more than them earning your respect. Target Marketing is looking for brand marketers — not vendors or agency professionals — whose careers embody everything that’s great about marketing. We also want your nominations for the brightest Rising Stars.

Is your Web site user friendly? Or are you irritating the heck out of the very people you want in your corner? Worse, could your domain name be an unintended joke that has the world laughing up its sleeve? Doing Business on the Web From A to Z (Apple to Zappos) With a free ad in Craigslist I found John Mormando of Eye FIX Macs who came to the house and cleaned up our computers, answered my questions and told me precisely the equipment he needed me to order for his next visit. After trying to order two products at the Apple Store, I got so confused that I

Promotional copy I did not write: “As the kick-off to NEDMA ’06, at the much heralded Direct Marketer of the Year Awards Banquet on June 14, we will be graced by the presence of none other than legendary direct mail guru, Denny Hatch.” “Legendary direct mail guru?” Gimme a break! Peter Drucker once said people use the word “guru” because nobody can spell “charlatan.” However, the theme of the NEDMA (New England Direct Marketing Association) bash is, “It’s a Brave New World.” The title of my talk? “In a brave new world, old is better.” In college I was a D+ student and skinned out of Columbia with

By Russell Kern In interview after interview, I ask copywriters and account managers who are applying for a position with my firm, "What have you read recently?" Too often the answer I get is a blank stare. OK, maybe they didn't understand my question. So, I get more specific: "What have you ever read to give you the background necessary to be a direct marketing professional?" Again, in most of these situations their answers barely touch the wealth of marketing classics and up-to-the-moment marketing and business books available. This leaves me wondering: How can they become master craftsmen, if they never study the

At the DMD New York Conference & Expo last month, chances were you could close your eyes in the hall outside of the session rooms, spin around a few times and the presentation you had stumbled into would be about integration of some sort: channel, data, operations, etc. Integration has officially replaced CRM as the new buzz word in the direct marketing world. That's a relief, because it suggests a return to more reasonable business objectives. At the least, integration is less of a slippery concept than CRM, which after several years and significant investment money, companies are still hard-pressed to define. Data

The envelope is the first place to start when considering testing. Why? Every recipient sees it—and it affects whether recipients ever get to the rest of the mailing. It is also a relatively easy test. Additionally, there are many different types of envelope tests to try. Here are a few to consider. Teaser copy "The outer envelope is the headline of direct mail."—Ed Nash One technique used to geet a prospect to open the envelope is to entice them to want to know more. Teasers do just that. This technique has been successfully used by publishers to whet the reader's appetite to not

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