Nick Usborne

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

ISP spam filters, bouncebacks, client-side filters … the road to your customers’ e-mail inboxes is full of impediments. However, a few courses of action do exist that can ensure your e-mail efforts aren’t all for naught, says Nick Usborne, publisher of the ExcessVoice.com newsletter for online writers and copywriters as well as author of “NetWords: Creating High-Impact Online Copy” (McGraw-Hill, 2002). Read on for three front-end measures marketers can take to increase the odds their e-mail campaigns reach their customers. 1) Use outside help. Don’t send your e-mails or newsletters from your own servers, says Usborne. He recommends enlisting the services of a reputable

What do the words “free,” “discount” and “special offer” have in common? One hint: The fact they strongly connote a hard-sell tactic definitely has something to do with it. The answer? Because each is associated with the utterly obvious, hit-you-over-the-head pushiness that has become synonymous with spam, they have earned common status as a marketer’s kryptonite. While the contextual nuances of certain words have rendered them useless for legitimate e-mail campaigns, where subject lines are concerned, huge misconceptions regarding language still exist, relates Nick Usborne, publisher of the ExcessVoice.com Newsletter for online writers and copywriters, and author of “Net Words: Creating High-Impact Online Copy”

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