TY  - JOUR
AB  - 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.
VL  - 32
IS  - 3/4
SN  - 0309-0566
DO  - 10.1108/03090569810204625
UR  - https://doi.org/10.1108/03090569810204625
AU  - Vriens Marco
AU  - van der Scheer Hiek R.
AU  - Hoekstra Janny C.
AU  - Roelf Bult Jan
PY  - 1998
Y1  - 1998/01/01
TI  - Conjoint experiments for direct mail response optimization
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 323
EP  - 339
Y2  - 2024/09/21
ER  -