Strategy: The Art and Science of the Test

I always feel it takes a minimum of 100 orders from any one group to accurately read the results. Sometimes it’s less, depending on the leap you’re willing to make when rolling out.

A minimum of 100 orders per panel at a 1 percent response rate to prospects would mean your panels need to be 10,000 each. If you’re testing two promo offers against a control, print 10,000 copies for the A group (the control group) and 10,000 each for the B and C test groups. Then assign key codes to all three panels. This will enable you to track the results. Select a representative sample across all ZIP codes.