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Timing tests, list tests, cover tests, select tests — testing can do wonderful things for your catalog, and carefully thought-out tests should be in every circulation plan you create. However, that “carefully thought-out” part can get embarrassing.

But They’re All Getting the Same Thing

A national business-to-business cataloger wanted to test how mailing one less catalog per year to each buyer segment would impact sales. Executives split a large buyer segment into two unequal parts, mailed the usual number to the larger segment (control), and one less to the smaller (test).