Here are six circulation tactics meant to help you attract a greater amount of qualified buyers for your business-to-business (b-to-b) catalog.

By Mindy Allen and Steve Trollinger

Know When It’s Not Right to Test

Good catalogers test, test, test. But sometimes testing may not be the right decision.

First, determine if you have sufficient mail quantities to acquire statistically valid test results. Remember the Rule of 100: Based on the response you consider attainable, can you get at least 100 orders for each test segment? If not, postpone testing until you have enough quantities to generate more meaningful results.