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This article offers 10 tips for running direct marketing tests in the online world. The first seven are common to online and offline. The last three are unique to online marketing, for they exploit the Web’s high speed and low cost.
Tests Common to Both Channels
1. Move bigger levers first. In descending order of importance, the three essential elements of a direct marketing campaign include:
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- Companies:
- The Rimm-Kaufman Group
Alan Rimm-kaufman
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