How Do You Know You’re Spending Smart Money?

So you’ve started personalizing your direct mail campaigns. But how do you know if your efforts are effective? That you’re using the right data points? Sending the right offers to the right people? Even if your sales are going up, do you know if they are going up as much as they could be? This is where testing comes in. Take image personalization, for example. For some campaigns, swapping out demographic images might have little or no impact on results. If you are marketing automobiles, it may not matter whether you show a man or a woman behind the wheel. More useful might be pairing an image of a minivan with recipients known to have children or marketing hybrids to recipients in areas know