Renaud de Mou

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.

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

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