By Bill Baird I pulled on my face mask, checked the air in my tank and dove deep into the icy core of the Who's Mailing What! Archive. I spent days reviewing hundreds of publishing mailings sent out by the biggest fish in the industry. When at last I returned to the surface, I had found six trends to help you boost your response and profitability right now. And based on the samples in the Archive, each strategy recently has been rolled out by several major mailers, so they're all proven winners in test efforts. 1. Test Different Formats If

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