The B-to-B Mailer’s Rules of the Road

• Test everything. (But, in the words of Ed Mayer, “Don’t test whispers”—e.g., $49.95 vs. $49.99 or blue paper vs. pink paper—tests are expensive.)

• Make sure your tests are large enough to give you results that are statistically reliable on the back end.

• Make sure you can read your test results accurately.