Given the growing number of firms that use direct mail, it is important to develop methods to improve response rates. Better selection methods are useful for this improvement; determining the important characteristics of the mailing and constructing an optimal design is another way to improve the response. In this paper we focus on the latter. A framework is presented to obtain the optimal direct mail design. We propose and compare two ways of data collection, one in an experimental setting and one in a field‐experimental setting. Both approaches are illustrated with an empirical application for a charity institution, referring to the development of an optimal design of an envelope and a letter.
Vriens, M., van der Scheer, H.R., Hoekstra, J.C. and Roelf Bult, J. (1998), "Conjoint experiments for direct mail response optimization", European Journal of Marketing, Vol. 32 No. 3/4, pp. 323-339. https://doi.org/10.1108/03090569810204625Download as .RIS
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