Direct Mail & Testing Strategies
Dan Kennedy's Magnetic Marketing Podcast
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The Role of Online Testing in Improved Offline Results
Since the beginning of direct mail, people have figured out that it was a good idea to try and test variables in relatively small quantities. For the most part, you can only do an AB test. If you test more than one variable at a time, you very quickly get yourself in a position where you don't know anything. What I want to tell you today and points you to a very current reference has to do with the role of online testing in improving offline results.
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