Strategy: The Art and Science of the Test

Use the Same Catalog
A group receiving something different from the control — for instance, offering a promotional incentive to a group of customers or prospects — is the test group. The same catalog should be mailed to all test panels on the same mail date. If you’re promoting the offer on the front cover for one test panel, do the same for any others. Promoting your offer on the cover for one group and on the inside order form for another doesn’t constitute a valid test, unless you’re testing where best to promote an offer.