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Testing is critical to success in direct mail. And of course, the same theory applies online.

The Web is extremely conducive to testing from both cost and turnaround perspectives. When planned properly, testing various personalization strategies on your Web site and in e-mail campaigns is quick, inexpensive and virtually painless.

What can be expected in return for your diligent trials is a better understanding of the techniques that work well and the ones that don't, and — most importantly — why.

We all know testing is about numbers, ROI and data. But consider that a number of Jupiter Research studies show companies are still not making effective use of online personalization.

According to these reports:

• The belief that site personalization and customization will enable one-to-one direct relationships on the Internet persists, despite only limited proof that consumers' data can be effectively leveraged in this manner.

• Fewer than 40% of users have customized a Web site, even though this ability is unique to the Internet, compared with traditional media.

• E-mail marketers generally fail to use sophisticated segmentation, personalization and message-frequency techniques, and about 40% of marketers regularly employ e-mail testing.

• Approximately 40% of e-businesses use personalization software. Among those that don't use some form of personalization, 93% plan to do so within the next 12 months.