Lea Pierce

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.

 I don't have a BlackBerry. But when working in the home office, I'm addicted to e-mail, sometimes checking my inbox every 10 or 15 minutes.

In his PC World blog, JR Raphael implies that I may be a sicko.

The reason I check e-mail so frequently is that if a reader takes the time to write, I want to post the comment right away so this new--and potentially valuable--addition to the story content can be seen by other readers.

Otherwise, I'm ruthless with e-mail. My motto: Scan the inbox and delete. I don't save e-mails, although I do save some of their contents in a WORD filing system. If I'm flying overseas and don't get to my inbox for 24 hours, e-mail builds up, as it does overnight. But I never have more than 30 or 40 e-mails to scroll through, and 90% are instantly deleted without reading them.

If I accidentally delete an important e-mail, the sender didn't spend time on the subject line. If it's really important, it will be resent. If it's really, really important, it will be sent by certified or registered mail (signature required), or by FedEx.

How can a perfect stranger get my attention--persuade me to open an e-mail rather than delete it?

With media fragmentation a reality for all marketers, finding a way to be in more places at the same time is critical to capturing prospects’ and customers’ attention, not to mention growing sales. At the same time, those locations all need to produce an acceptable ROI. Due to its attractive CPMs and the increasing number of available programs, some marketers are considering insert media campaigns for the very first time. And they’re finding that this channel can work well, but only if they’re willing to really invest some time to build a media strategy and to be tireless in their testing. While more insert

Given the howls of agony coming from direct marketers feeling the sharp stab of the recent postage rate hike—not to mention the confusion over the new shape-based pricing system—now is a good time to look at a classic form of direct response marketing overlooked by many: inserts. There are several different types of inserts—including statement stuffers, package inserts and catalog bind-ins—but for now, let’s focus on newspaper FSIs. FSI is short for “free-standing insert,” which are those colorful brochures that fall out of newspapers. They offer a cornucopia of stuff—everything from grocery specials to sales on electronics, gardening and remodeling products and services, low-cost check reprint

It always floors me how many so-called “experts” leave money on the table by forgetting to use a postscript (or P.S.) in their letters—or paste a drab blob of drivel at the end of a rock ‘em, sock ‘em pitch. A hard-hitting P.S. is your last, best chance to ring the KA-CHING bell! Sales equals money, which equals more work for the copywriter, raises for the marketing manager, happy senior execs and owners ... well, you get the picture. Online and off, testing the P.S. is easy and darned near free. Here are five strategies that work: 1. Add a bonus offer, restate your

In its control acquisition package—a #10 red envelope with the visage of namesake/labor organizer Mary Harris Jones—Mother Jones magazine tells a lot about what it covers. In a new-to-us effort, the magazine shows what it covers. Done up like an actual issue, complete with a big, goofy caricature of a big-hatted George W. Bush, the mailing asks: True or False? President George W. Bush has been nominated for a Nobel Peace prize. The Pentagon has lost some nukes. Getting on an airplane is safer than getting medical care. See inside for answers. The piece opens up to a three-page letter from Publisher

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