Perry Drake

Direct marketing, regardless of channel, in so many ways is a scientific endeavor. Direct marketing strategists strive to isolate the drivers of better response rates, open rates, clickthrough percentages and conversion. The mathematical and scientific nature of direct marketing lends itself, more than any other marketing discipline, to experimentation. And we call that experimentation "testing."

By Hallie Mummert World-class direct marketing doesn't happen by accident or overnight. Companies known for their excellence in one area of business—think L.L. Bean and customer service, and ease of use, The Sharper Image and merchandising strategy—spend years and buckets of money developing processes and technologies to advance their performance levels. Of course, a large company can afford the investment high-level operations require. While medium- and small-size companies don't have deep enough pockets to compete with large companies inch for inch, they are not barred from tailoring best practices to fit the size and scope of

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