This is in response to the letter from Gerri Halling, Global Catalog Project Manager, Invitrogen.
I started my business life, with a partner, running what eventually became 22 mail order businesses. Since it was our own, personal money we were spending, we were especially interested in getting the biggest possible return — so we ran at least a small split test against every single promotion we ever launched. One harrowing “test” was split in 7 mail, 7 space and 7 radio versions, all at the same time! (We never did THAT again!)
It was easier to do with item promotions, true. But we knew the difference testing made to our bottom line so it never occurred NOT to test our books also. Graphics on covers; different premiums on front cover; position of items in book; size of space devoted to specific item; text of “Letter from” on inside front cover; pix of Gene (Eugene Schwartz, my partner) in letter; and on and on.
After becoming an agency, I used the same techniques for clients — including AT&T small-business catalogs, AllState legal catalogs, Standard & Poor’s subscription catalogs — and all our other cosmetic, fashion & health catalog clients. Testing is still the raison d’etre for many. A 10-year-long catalog client just tested still another split cover last month. (That’s July, 2005)
Perhaps many clients and agencies do have “reasons” for not testing. I just don’t agree with them. Andi Emerson President, The Emerson Marketing Agency, New York City
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