Gary Halbert

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

When I was publishing the newsletter, WHO’S MAILING WHAT!, I would get outraged letters from readers if ever a media story used the term “junk mail” in the headline or copy. How times have changed. Next to telemarketing calls at dinnertime and cascades of spam, junk mail is beloved. For several years I have said that with the existence of the Do-Not-Call Registry and Can Spam Act, direct mail would once again become the workhorse of direct marketing. My prediction is coming true. According to Louise Story’s article in The New York Times, last year, marketers sent more than 114 billion direct mailings—catalogs, envelope efforts, self-mailers

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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