Strategy: The Art and Science of the Test

Also note that for reliable results, other variables must be identical for each group. All three groups need to be selected from the same list universe. They all need to be mailed on the same day. Then once the mailing is at least 50 percent complete, you can predict the winner with confidence.

Knowing how to test is critical to your success — it’s the only way you can determine what worked and didn’t work. Knowing what to test is critical, too. Most things can be tested. Don’t assume you know what will or won't work. Test. Test. Test! The results might even surprise you!