Steve McKenzie

By Hallie Mummert Besides sophisticated personal-ization, subtle price and offer tests are two of the most difficult elements to track in the Who's Mailing What! Archive. Frankly, we just don't see that many offer tests, other than those for obvious elements like premiums. Hopefully that's related to collecting mail from roughly the same group of correspondents every month, and not a reflection of how much offer testing actually occurs in direct mail. But it might be the latter, especially if you're talking to Grant Johnson, president of direct marketing agency Johnson Direct, in Brookfield, Wisc. "The facts: We all know that lists/media and

More Blogs