Santa Claus

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.

Gabriel Shaoolian is the CEO and founder of New York-based Blue Fountain Media, a digital agency focused on generating qualified leads, increasing sales and expanding brand recognition for clients online.

Sadly, as a digital marketer, I continue to see far too many companies failing to tailor their SEO strategies to take advantage of the seasonal uptick in consumer searches. It’s their “set-it-and-forget-it” approach to SEO that’s preventing potential customers from finding their offerings, which is sure to result in lackluster holiday sales.

Sorry, dear readers, but the crop circle discovered last week etched in a farmer's barley field in Chualar, California, was not created by aliens. Instead—surprise!—it was a stunt intended to attract publicity to the release of a mobile processor used in automobiles, tablets and cell phones made by the computer graphics company NVIDIA, according to its president and CEO, Jen-Hsun Huang. "It is true. The NVIDIA marketing team is behind this phenomenon

More people than ever will ship gifts through the mail this year, but they're just not sending Christmas cards the way they used to. That's the U.S. Postal Service's take on the 2013 holiday season, when an estimated 15 billion pieces of mail are expected to be delivered nationwide, officials said Wednesday. The Postal Service figures it will deliver a record 420 million packages between Thanksgiving and New Year's Eve, a 12 percent increase over last year. Much of the rise is because of the growth of online shopping, officials said. But holiday letter deliveries are down 20 percent from

Kim Zinda's five ways to use e-mail marketing are:

* Provide subscription visibility.
* Employ e-mail onboarding programs.
* Use promotional activities to acquire new e-mail names.
* Append e-mail names to an existing database.
* Fine-tune your data.

I have no quarrel with anything Zinda says in her 937-word piece and have provided a hyperlink below FYI. Zinda's dealing with the technical aspects of e-mail marketing.

But once the electronics are in place--the right audience and the ability to reach them--what do you say and how best to say it?

I just ran across a Forrester Research report from July 2008 that predicts the volume of e-mail marketing will hit a high point of 838 billion messages by 2013.

Yes, the cost of e-mail is low. But with this huge blitz of traffic, the message must be compelling and relevant--from the subject line in the inbox to the landing page and the follow-up.

Always remember that, at any point along the way, the effort is a mouse click away from oblivion--whereupon ROI is nonexistent and your time spent is wasted.

Art with a Capital F March 21, 2006: Vol. 2, Issue No. 22 IN THE NEWS Picasso's Daughter Says Drawing Is a Fake Maya Widmaier-Picasso, a daughter of Picasso who authenticates works attributed to him, said yesterday in Paris that a $40,000 drawing purchased by a California man through Costco last year was a fake. —Daphné Angelés and Carol Kino, The New York Times, March 18, 2006 We don't shop at Costco, but I know people who swear by it. My wife, Peggy, and I—with a tiny 16-foot-wide townhouse—cannot buy food in bulk, because we don't have the storage space, nor do

by Denny Hatch If any organization has put a stamp on modern direct mail, it's not the U.S.Postal Service, but rather the recently retired, two-man creative team of Pittsburgh-born freelance copywriter Bill Jayme and Finnish designer Heikki Ratalahti. In a four-decade partnership, their stylish direct mail solicitations launched some three dozen magazines including New York, Smithsonian, Bon Appetit, Food & Wine, Cooking Light, Air & Space, Louis Rukeyser's Wall Street, Worth, Saveur, Tufts Nutrition Letter, Mother Jones and the Harvard Medical School Health Letter. In their heyday, Jayme-Ratalahti had a five-month queue of publishers and circulation managers, hats in hand, ready to pony

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