Strategy: Catalog Circ Planning Will Never Be the Same Again

One way to test a channel-specific theory is a contact strategy test. This helps you determine if your Internet-only buyers should be mailed, and if so, how often. This test takes place over a three- to six-month mailing cycle; therefore, you won’t know your results immediately.

Create three or more test panels of Internet-only buyers. In your first mailing (drop one), mail to all three groups. In drop two, only mail to a panel, A. In drop three, mail to panels A and B. If mailings are sent every six weeks, it’ll take 18 weeks to complete all drops and even longer to read the results.