Formulating a B-to-B Catalog Mailing Plan, Part 2

12. Test your catalog to determine what works best. Harding suggests multiple mailings of your catalog, then comparing response to determine which catalog works best. Test cover concepts, more pages vs. fewer, mail frequency, multiple sequences of prospect books with differing page length, customer catalog to prospects vs. a unique prospecting catalog and many changes vs. no change (multiple mailings to customers).