How and What to Test Effectively

Next, you would nth the test group of 30,000 into three equal groups of 10,000 records each.

The number of records (house and prospects) you have per test cell will depend on your overall response rate and/or average order size.

The lower the response rate, the higher the number of names you should test per panel. That’s because you need to yield “enough” orders (i.e., the response rate) to have a valid test and read. In a typical consumer catalog, the minimum number of names I like to test is 10,000 per panel.