Frances

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.

By Denny Hatch I despise the term "snail mail." It is a pejorative that denigrates all hand-carried mail—Standard, First Class and Parcel Post—as well as the dedicated men and women who deliver it. It is a far more offensive term than "junk mail." My entire reputation was built on direct mail, the result of my wife and I starting WHO'S MAILING WHAT!—a newsletter (now called Inside Direct Mail) based on my archive of tens of thousands of direct mail samples. In the Oct. 26, 2004 Wall Street Journal, staff reporter Avery Johnson wrote a story titled, "Cheap-Tickets Sites Try New Tactics." From the story:

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