How and What to Test Effectively

A second method is to select the test panel geographically to minimize the postage cost. But this method isn’t recommended as it’s not representative of the main mailing, thus skewing the response reading.

Some mailers will create test panels from the highest level of the postage group. This is less skewed than the geographical method, and it has less negative impact on postage costs. Mailers also will use particular lists or segments of the house list.