A few weeks ago, I overheard two women in a coffee shop talking about e-letters. One of the women said, “I don’t care all that much about the content in my business’ e-letters. It’s the touch point that matters. You know, keeping the business’ name in front of people.” I was more than a little aghast at the statement, but what was I to do? They were on their way out the door, and I was waiting on my latte. Besides, I doubt they would have looked kindly on an eavesdropper, and I didn’t have a good argument at the ready.