Give a pop quiz to most direct marketers on postal list testing and you’ll find an incredibly knowledgeable group of professionals. Give a similar quiz to the same group on e-mail list testing, and the score may be entirely different.

Just like the proverbial apples and oranges, postal lists and e-mail lists are just not the same when it comes to testing.

Individual knowledge about the nuances of each type of file is essential to a successful outcome. While it’s impossible to cover everything that separates these two direct marketing list tactics, here are some vital tips to make smart list choices for the fourth quarter and beyond.  …more at A Crash Course on Postal and E-mail List Testing –, published 24 Nov 2008.

Flickr photo credit: k.tommy