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Maria Raha
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“I do whatever works,” DeCastro said. “I can tell you that in 30 years in this business, I have never done an A/B split test between a self-mailer and an envelope package where the self-mailer has beat the envelope package on a direct A/B split. ... Does that make an envelope package always the best package? No, of course not, because I’ve run campaigns where I don’t even test an envelope against a self-mailer because the envelope package is just total overkill; it’s inappropriate.”
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Maria Raha
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