John Greco

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

By Denny Hatch In March 1991, I received a mailing from the Direct Marketing Association (of which I was a member) with the following lead: Dear DMA Member, how many magazines and newspapers cross your desk each week? If you are like many busy direct marketers, you probably still have the last three issues of DM News [also a DMA member], along with various other trade publications, piled in your in-box. The offer was for a subscription to Direct Link that would do away the need to subscribe to any of 100 trade journals. Instead, the Direct Marketing Association (DMA) would provide "a

By Alan Chapell "Data, data, who's got the data," a for-mer boss used to say with regularity. There's no doubt that data is the lifeblood of the direct marketing industry. And with what seems like a never ending wave of data breaches and other assorted scandals, it may be time to reassess the way many of us are using data to run our businesses. There's a train a comin' my friends. And it's time to get on board as we move into a new era in direct marketing. There's a good deal of bile being directed at the large data aggregators by some of

By Dave Lewis We all know the "knock, knock" game. Since childhood we've been conditioned to expect a trick response whenever we hear those two words. "Knock, knock," and we're immediately on our guard. We anticipate the trickster, though we are often unable to second guess him. Unfortunately, that's how we're now conditioned to regard e-mail when it comes knocking at our virtual doorway. We don't trust it. Is the e-mail really from my Aunt Bobbie or is it from a spammer posing as my Aunt Bobbie to sell me a solution for mid-life dysfunction? Is the e-mail really from my bank or is

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