Testing Your Way to a Breakthrough

There are breakthroughs lurking in all of our businesses. They are in the mind of someone in your organization and are just dying to get out there to be tested.

One of the things I love about being in the direct marketing industry is the relative ease and low cost of testing. As responsible catalogers, we should test something in every mailing. “Test, test, test” is my mantra for catalogers. By testing you might find ways to cut expenses, achieve incremental revenue or dramatically alter the course and performance of your business. But to find ‘em, you gotta test ‘em.