Testing Creative for Higher Response

The panel can’t always pick the absolute winner among equally strong covers, but it can definitely tell a loser. One test showed that a lifestyle cover was strongly disliked. We mailed it to a small sliver of customers to validate the panel. This cover suppressed response 7 percent to home customers and 9 percent to car customers. That may not seem like a huge decrease, but if we had rolled that cover out we would have left over $1.25 million on the table compared with the next worse cover.