Multi-segment marketing requires planning and a long-term commitment to the process. You need to establish test metrics, and practice careful auditing through out the entire process. Testing increases complexity. It increases your cost per contact. Not every test is a success. Failures can be costly (or painful). Success does not happen on the first try — usually. Progress is slow. Think about creating a test matrix. List all the things you might be able to improve and put each item in its own segment of the matrix.
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