After crowning a new prospecting control for NJM, I moved our client into single variable optimization tests. These were so successful, we kept delaying the development of an all-new challenger. With two plus years of monthly mailings behind us, this control kit's performance is better now than when we first introduced it. Which makes sense, given the overall lift from six successful optimization tests:

• 33% lift in quotes
• 79% reduction in cost per application