Small test targets aren’t unique to B-to-B markets, but the following principles reflect the realities of business DM’s complex sales environment.
- Keep your sales force in the loop
There’s nothing worse than alienating your sales channel by testing into their territories and taking them by surprise.
- Upsize, don’t downsize
You’ll get more bang for the buck by testing more powerful creative and offers than you will by seeking cost savings. For example, copywriter Lee Marc Stein suggests testing a move from envelope mail to a dimensional package, or from a No. 10 to a No. 14 mail piece.
- Do it, don’t duck it
There are plenty of obstacles to testing in B-to-B environments, but the payoff can be dramatic if you make the effort. — RPS
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