The lock opener to successful direct marketing is effective testing.

The lock opener to successful direct marketing is effective testing, says Michele Fitzpatrick, chief marketing officer for Harte-Hanks Direct, a direct-response advertising agency. The company is a subsidiary of Harte-Hanks Inc., San Antonio, Texas. To make secure effective testing, she proposes nine tips perform the operations indicated ined through "many years of hands-on experience" with financial services market testing: