As direct mail marketers continue to build their e-mail files and online presence, the Web becomes a viable channel to test certain tweaks, which don’t always make it into the mailstream. Licinda Mytych, marketing manager for Agora Publishing’s International Living, began testing direct mail ideas online about four years ago and sees it as an excellent way to get inexpensive results before investing in direct mail. “We have to be smart about it—online and direct mail are totally different markets—so you’re not going to put all of your eggs in one basket and devote yourself entirely to online marketing. It will help you read
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