Princeton, N.J.

Heather Fletcher is senior content editor with Target Marketing.

Santa Claus isn't the only one who makes his list and checks it twice. Direct marketers do, too. But, experts say, they definitely have to look over their lists more often than that. To help marketers out, those in the list business provide their own itemizations of overlooked testing strategies.

This past March, in Target Marketing's Media Usage Forecast 2008, we noted some definite shifts in planned ad spending compared to 2007's breakout. More dollars were being shifted from print channels to online media like search engine optimization and e-mail. And now results from our third analysis of who's tops in the direct mail arena show which business verticals appear to be adopting the new multichannel mind-set more quickly than the others.

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