by Steve Jackson
“Direct marketing professionals don’t guess. They base their decisions on statistics and calculate what the return on their investment will be.
Because of what is known as split-testing or test runs, direct marketers rarely get it wrong. Why then do Web “professionals” rarely if ever pay attention to this incredibly powerful strategy? ”
– An interesting article on applying direct marketing techniques to websites. I like it when older and newer technologies are mixed together to create better performance. -ed.