On the Web: The New World of Direct Marketing

The old world knows the value of measuring and optimizing metrics like the number of zero- to 12-month buyers and repeat order rates.

While the new world has a lot to gain from the old, it's the traditional, small to midsize catalog marketers that most need a sense of urgency about learning. Crippling cost increases combined with the economic slowdown haven't left them a lot of spare time or extra cash to experiment. For these entrepreneurs, it's now or never.