Strategy: The Art and Science of the Test

When it comes to catalog marketing, I don’t like to leave anything to chance. Just about everything can and should be tested, including promotional offers, cover designs, minimum-order requirements, etc. Knowing what and how to test and retest is important to the success of any catalog. This month, I’ll review a few basic rules of testing, analyze the impact that a test of purchase minimums has on special offers and show how you might set up a test of your own.