Testing Your Way to a Breakthrough

3. Contact strategy. Knowing when and how often to contact your customers can result in significant lifts in results or cost savings. A contact strategy test is done by using names across several segments that will get the catalogs at different times and frequency than the control.

If you haven’t performed a contact strategy test (or haven’t done it in the past few years), it will definitely be worth your while. Many small- to medium-sized companies find they can actually mail more often (especially to their best customers). This is an easy way to boost the top and bottom lines. In addition, you’ll find the optimum spacing between mailings and the best time to be in-home for your particular product offering. A contact strategy test takes up to a year to perform correctly, so make sure you plan properly.