Strategy: Anatomy of a Marketing Test

Promote It the Same Way

Also, the same catalog should be mailed to all test panels on the same date. The offer should be promoted in exactly the same way. So, if you’re promoting the offer on the front cover for one test panel, do the same for on the other test panel. Promoting your offer on the cover for one group and on the inside order form for another group doesn’t constitute a valid test; the offer’s design must be the same. Thus, the only variable in your testing should be the copy describing the offer.