His newsletter on the subject was classic Direct Mail Marketing 101, essential reading for newbies and a refresher for us geezers.
http://www.targetmarketingmag.com/article/denny-hatchs-daily-zinger-want-direct-marketing-success/1
http://www.targetmarketingmag.com/article/denny-hatchs-daily-zinger-want-direct-marketing-success/1
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