Whether you are sending out newsletters, email campaigns, or print campaigns, some form of direct marketing is at play. Which will deliver the highest ROI? When should you choose print over email? How does testing impact cost (and vice versa)? Which landing pages are most effective? How do subject lines and calls-to-action determine the success, and in some cases, failure of a campaign? There are some of the questions that I go through when marrying campaign strategy to direct marketing campaign tactics.