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Editor’s Notes: No Channel Is Sacred

March 2007

And, please do monitor the frequency with which you mail to consumers and, if at all possible, prospects. At the present, marketers might have the legal right to mail as often as they want to anyone they want, but precedent shows that those rights can be stripped away.

—Hallie Mummert
 

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A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.

Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving



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