How and What to Test Effectively

Customer contact strategy. This involves determining how many times you should be mailing to your housefile. It can be a difficult test to set up since the test panels will need to be frozen and mailed, spanning at least a six-month period.

Timing test. Here you may want to determine the best time to mail to both customers and prospects. If, for example, you’d normally mail in the second or third week of September, what happens when you try to lengthen the fall buying season by mailing in the last week of August?