Testing is the backbone of any solid direct response campaign and business. Whether your business is mature or still in the launch phase, testing is necessary to keep your approach fresh and your product valuable to your customers—and profitable to your company.

A solid testing plan—whether you're testing a new audience list, media channel, offer, copy, premium offer, headline, or whatever—must be an integral part of your business.

Setting up a proper testing plan is crucial. There are smart ways to test that allow you to capitalize on results quickly and intelligently. You want to be in a position that leaves no doubt whether the results are statistically valid.

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