Preface.

The Author.

PART I: The Rules of the Road.

1. Testing, Testing, Testing—Until You’re Blue in the Face.

2. The Initial Test Mailing.

3. What’s Worth Testing (and What Isn’t).

4. No Size Fits All.

5. What You See—Versus What You Get.

6. Tests or Rollouts?

7. Results Worth the Wait.

8. Reading Your Results.

9. Understanding Confidence Levels (Dan Suzio).

10. The Value of Guesswork.

11. Testing Tips from Major Mailers.

12. Testing Is Fundamental.

13. Comparing Costs.

PART II: Real-World Results.

14. Signatures.

15. Teasers.

16. Brochures.

17. Window Envelopes.

18. Mailing for the Environment (I).

19. Mailing for the Environment (II).

PART III: Testing in Action.

20. Inserts.

21. Postage.

22. Outer Envelopes.

23. Outer Envelope Teasers.

24. BREs.

25. Letter Length.

26. Gift Amounts.

27. Gift Strings.

28. Credit Card Options.

29. Miscellaneous Tests.

30. Spending Money to Raise Money.

Conclusion: Seven Guidelines for Successful Testing.

Glossary.

Recommended Reading.

Index.